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Customer Acquisition Tuning tells you exactly how to market to your prospects.
Audienti coaches growing organziations on who your customers are, inside and out, and how to build meaningful connections with your prospects.
Audienti helps you identify the audience that converts.
Using a 6 stage process refined over 10+ years of marketing at multiple venture-funded startups, we coach you through the entire process.
Learn everything you can about prospects so you know them inside and out.
Prospect Demographic Profile
Determine your prospects' basic demographic profile: age, location, income, segment count, etc.
Prospect Behavior Profile
Analyze how your prospect's traditional behaviors (be good, express curiosity, emulate, appreciate, acquire, express) are manifested.
Prospect WEB Profile
Analyze how your prospect's Wants, Emotions, Beliefs affect what they think they need.
Research direct competitors and learn from their successes.
Determine key points of your top 5 to 7 competitors. Evaluate competitors from the perspective of positioning and differentiation.
Competitor Funnel Mapping
Identify your competitors' campaigns. Find conversion assets and evaluate their marketing strategies to drive traffic to these campaigns. Sign up to their lists.
Determine what is unique and valuable to your prospects about your products and articulate it in an easy-to-understand way.
Categorize the product or service's primary promise, proof points, credibility, UVP, features and benefits.
Dimensionalize (Before/After) Product Benefits
Map the product benefits to the prospect's life in terms of the before and after changes. Map the benefits to expected personality types.
What promises have your prospects already heard from competitors?
Promise Exposure Analysis
Map your product's promises to the exposure of competitor's promises (and campaigns). Determine the exposure level on a 1 to 5 scale.
How aware are your prospects to the problem you solve? What do they currently think?
Research how the problem exposes itself to your prospects. Evaluate these problem symptoms on a scale of 1 to 5 on their visibility, emotional pain, and risk to the prospect.
Symptom Awareness Analysis
For each symptom, categorize your prospect' awareness on a scale of 1 to 5 with 1 being unaware to 5 being "totally aware of the problem, solutions, benefits".
For each interesting symptom, describe how each is solved by the product/solution. Map this to a specific feature or benefit.
Bring all the research together into a journey map, with campaign outlines identified.
Map identified symptoms/solution sets through a "customer journey." Identify where and what they do on the road to solving the problem.
For each journey, identify the main interaction and education points. Determine for each of these placements what the ideal value you can bring would be. Create a summary of what this "asset" provides and its benefits to the prospect.
At the end of this process, you have a deep understanding of your prospect, how to reach them, and a set of campaign ideas to execute. Now, it is time for you to get started!
Do it yourself?
Great! Let's make it happen. Download the templates we use in professional engagements to guide the process. Make sure you sign up for #growmance so you can ask questions and get feedback.
Want Audienti's Help?
Audienti works with growing companies in a range of engagement styles. Our typical engagement for customer acquisition tuning is ~$15,000, and this engagement is conducted by our founder (see more info). Engagements can be on-site or virtual.