How to create an ideal customer profile

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Customers have a multitude of marketing and advertising agencies among which to choose. And since most of these offers similar services, it is easy for customers to quickly switch from one company to another.

However, define your differentiation factors is only the first step. You also need a strategy that will clearly indicate which sales prospects are really good prospects and which do not. With this information, you can create marketing materials that are relevant only for your best types of customers, and learn to go and work with these brands so valuable. 

Create one or more profiles ideal client will help you attract, qualify and sell only these well-qualified prospects. Here’s how you can stand out from the competition. 

5 Benefits of defining an ideal client profile

Once you complete a profile of ideal client, you can use these marketing activities in a more conscious and relevant.

1) Personalization

If you specialize in different lines of service industries, you can use customer profiles to tailor your website to the specific needs of that group.

According to a report by Venture Beat, from 70% to 94% of marketing professionals you have seen increases in key performance indicators of the site, such as sales by using customization.

2) Creating and assigning content

Once you already know the profiles of your ideal clients, you can create specific content that will attract those prospects (could be a blog post, an ebook or sales training tool).

Then you can align the content according to the ideal customer profile, stage of life cycle or the place where the prospect is in the path of the buyer. You must write and present the content differently if the potential customer is just getting to know your agency, if you have already been in contact with the business development team or if it received a proposal from your agency.

3) Segmenting

Personalized mailings improve clickthrough rate by 14% and 10% conversions and generate 18 times more income than mass emails. Profiles of different clients, you can segment your list and create campaigns that align with their process. You can also use these lists to segment based on prospects and current customers, so that you can promote new services or additional services lines. You could also create gradual email campaigns based on whether you had an initial meeting with the client or if it has received a proposal to advance the relationship.

4) Keyword Search

When you already understand how they search your ideal clients and the language they use, you can create targeted articles that are indexed by search engines and prospects can be easily found during the investigation. This can also help you identify a specific list of publications that want to promote and potential partners with whom you could collaborate.

5) Sales Process

Once you understand how to make decisions your ideal clients, which sources consulted for recommendations, how to find a partner agency and what is the average sales cycle for each type, you can adapt the sales process your prospects. In this way, you will better understand when a proposal is really needed, what types of nutrition campaigns must establish what information needs your prospect, and when and how often you should contact the potential customer.

How to create an ideal client profile

Creating an ideal customer profile it should be based on interviews and research your current and past customers, your prospects and your staff. The end result is a fictional character that represents your best customer, although information and data itself must be real.

To create your profile, follow these steps:

1) Make a list of your best customers

To find the 5 or 10 best customers, consider these questions:

  • What are your most profitable accounts? 

  • What has kept customers Agency within the range of average customer lifetime or beyond? 

  • What customers signed a contract with your agency within the range of normal sales cycle or below this? 
  • Your client delay projects or provide comments in a timely and clear manner? 

  • Your customer pays within acceptable period of collection? 

  • Do you like working with the customer? 

  • Is work rewarding? 

  • Does the customer make positive and constructive feedback? 

  • Do you offer a return on investment (ROI) by offering the services requested by the client?

You could also examine your analytics (Google Analytics in, your marketing automation platform or CRM) to try to align the behavior of the website with your current “best” customers; for example, you can evaluate how shipments landing page align with jobs or what positions they consume a certain type of content are. 

2) Interview customers

These interviews should help you collect qualitative and quantitative information to balance your information and help you create customer profiles useful. Ideally them in person to get the best information, but also could use a survey tool to gather this data.

This is an extensive list of questions you can ask to get the information you need about the main categories. You can remove or add questions based on what is most important for your agency.

Information about the decision-maker

  • What is your position? 

  • How long have you been in business? How long you performed in your previous position? 

  • What skills are needed to do your job? 

  • What tools do you use at work? 

  • Who do you render accounts? What employees have to your office? 

  • How is a typical day in your work routine? 

  • What people in your company make decisions about selecting a marketing agency or a technology provider? 

Company data

  • What industry or industries the company operates? 

  • What is the size of the company (in terms of revenue and employees)? 

  • Where is your company located? 

  • What is your marketing budget year? 

  • What percentage of this goes to external resources (agencies, suppliers or self-employed)?
  • How many internal marketing professionals employ? 

  • How is the sales cycle? 

Objectives and obstacles

  • What are the responsibilities and priorities of your work? 

  • How your work is measured? 

  • How you measure success in your job? 

  • What are the main obstacles and major successes? 

Information search process

  • What do you usually visit sites and publications for new information about your work? 

  • What associations or groups you belong? What attend conferences? 

  • What social networks you use and how? 

  • How do you start looking for a new agency? You are looking companies on Google? If so, what keywords you use? Do you use a search company or agency online database? 


  • How do you deal with conflict? 

  • Do you like working independently or in a group? 

  • What communication style works best for you? 


  • Why is it difficult to work with an agency? Why would you want to do the work internally in your own company? 

  • During the sales process, what points of our company made you doubt about working with us? 

  • What other sources recurriste to find information about our agency?

Purchasing decisions

  • Why did you decide to work with our agency? 

  • Why we chose for X years? 

  • How was the decision process on your team? 

  • What we differ from other agencies that worked? 

  • What are three important qualities you are looking for an agency? 

3) Gather information and create your profiles

When you’re done, you collect all this data and creates a profile that develops the following categories of the ideal customer:

  1. General information 

  2. demographic information 

  3. Personality / communication style 

  4. goals 

  5. Obstacles and the agency plans to address 

  6. objections 

  7. Purchasing process 

  8. Sales pitch agency for this specific segment 

You must create a detailed and comprehensive profile then review the marketing team, sales team, account managers, strategists, among others. You could also create a shorter and visually appealing to make it easier to remember and identify your ideal client version.