Marketing intelligence is the main objective of the process of selling the products or services of a company that is identifying potential consumers. The purpose of this type of intelligence is to generate a base of potential customers that you can work with to make them become customers of the brand.
BRIEF HISTORY
The concept of marketing intelligence dates back to the days of active gold mining. At that time, gold prospectors had to spend a lot of time examining the surface of the ground for particles of the valuable metal. Then, once the indicated places had been identified, the screening work began to obtain highly regarded gold pieces. Today’s marketers have to do the same: not only do they find the foundation, but they also do it later to capture interested leads.
CLASSIFICATION OF THE CLIENTS OF THE COLLECTED BASE
When a certain person presents himself as a consumer of your goods or services, only deductions can be made, but will they be interesting? There are two types of potential buyers: prospects and potential buyers. They are distinguished from each other by the following aspects:
Possible, in this case, these are individuals or companies that may be very interested in your product, but are not familiar with your company and its products. He trusts that they will become his clients, but he is not convinced that they will. To find out the latter, you have to make contact: tell them about your business and your proposal. In this way, he can determine whether it is feasible for them to become his clients or not.
Potential, in this category there is the same expectation, but with an established contact and knowing that they are very interested in the proposal. As an example, the owner of a car from 10 years ago with 100,000 kilometers may be a person with potential for his dealership if he is aware of its existence.
Another example might be a man who chooses a gift for his wife on their 30th wedding anniversary. If you are the owner of a jewelry store and this man is aware, you belong to the category of potential customers.
Techniques for relating to potential buyers
The first is to convert the potential buyer base into potential customers. You can achieve this by excluding people who are not involved in the following ways:
Make phone calls: initiate contact with the person through a telephone conversation.
Voice messages: a method created to entice people to take a specific action: calling a person at a certain phone number or consulting a company’s website.
Email – Share relevant information and include a variety of action rewards in the form of featured buttons or links.
Mail: send brochures, catalogs; in short, everything that can incite the person to a knowledge of your company.
The fundamental role of marketing intelligence is to detect users who are potential or not. That is, in a word, in a selection, knowing that certain individuals are not present in your proposal and are not candidates, gives you a great option to focus all your efforts on working with the group of guests and on the dedication of your investment in marketing. In this way, you will increase your operability and attract new resources for your company.
