Built environment businesses and member organisations that recognise the value of treating their customers as individuals will be the ones that achieve a lasting advantage – but only if they get the approach right.
“Customer centricity” is a popular phrase many B2B marketers use to reassure themselves that they’re putting their target audience first. But here's the thing: the business being marketed to is not a faceless company to which you sell your product or service. It’s a key person, or key people, in that company. Often, the person running it.
While many built environment brands now recognise the need to integrate a Persona-based approach to their marketing, too many forget the role of their brand, which is why CMDi has put together this vital guide.
While a one-size-fits-all approach can be convenient, it rarely connects. The solution is simply to stop seeing your members as “members”, and start treating them as individual people. And a good way to do this is by building Personas.
The problem with built environment marketing is that are too many products and not enough differentiation. So what is the blueprint of a great brand experience? In a word: incisiveness. Intelligently analytical, clear-thinking delivered in a concise and compelling way.
Personalised marketing has been around for years, but now it's more personal - and needed - than ever. If personal marketing isn't already top of your 2018 to-do list, here's how to fast-track it with CMDi's Persona Builder methodology.
All organisations believe they have a Purpose, most think they’ve explained it; few have achieved either. Even experienced leaders tend to confuse their organisation’s Purpose with its Mission or Vision. So, what exactly is it?
Business to business (B2B) marketing is an old term, and an even older way of thinking. Our new Persona Builder tool now makes it easier than even to create a deeper, more accurate picture of your customers, enabling more profitable customer relationships.
Why do some organisations succeed while others fail? Surviving, let alone thriving, in today’s built environment market isn’t easy. But the organisations that work it out have one thing in common: they pursue Purpose before profit. And in doing so, profit follows.
CMDi’s latest end-user survey has revealed the truth about why people join a trade association in 2017. It’s not because they want to fit in. It’s because they expect to stand out.
