The Chartered Institute of Building has appointed built environment specialist CMDi to deliver an innovative research programme, based on the effectiveness of the agency’s unique Persona Builder tool, and their deep understanding of membership & trade associations in this sector.
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.
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.