You Have Customer Data. Now What?

Written by Heather Mueller on April 22, 2015

Posted in Lead Generation

Every marketer knows you need customer data. After all, it’s the reason you put lead capture forms on your website in the first place. It’s also why we spend so much time optimizing forms and landing pages for maximum conversions.

But once you’ve gathered all that data, do you know what to do? Making it actionable is the hard part.

Using customer data to guide your digital marketing requires added time and savvy. But it’s worth the extra effort. And if you use forms on your website, you’ve already got a head start.

Here are five ways to put the information you collect in Formstack forms to good use:

1. Segment your audiences

Not all customer data is equal. Some people participate in contests with big dreams of winning your iPad, but they will never buy from you. Others complete your lead generation forms because they’re actively researching your industry and may become customers.

Examine your data for ways to segment your leads into unique groups. Do you ask for job titles for your forms? You could create one list for executive-level employees and another for administrative staff. Or build out lists to appeal to different departments such as marketing, sales, and IT.

Now you can leverage your data collection to enhance your overall digital marketing strategy. Segmented lists allow you to customize emails and landing pages for each audience.

2. Create personas

When was the last time you took a good, hard look at who your customers are and what motivates them? Building customer personas will help you do just that.

You’re probably sitting on a goldmine of insights about what your customers buy, how they pay, when they’re online, and a whole lot more. This is especially true if you collect information through surveys and applications.

Use that data to improve your marketing and sales by creating personas—fictional characters based on real data and analysis. Then use those personas to tailor your copy, designs, offers, and incentives.

(New to customer personas? You may find this how-to post from ConversionXL handy.)

3. Sync with Google Analytics for deeper insights

There’s a good chance you’re not getting all you can from Google Analytics. It’s complicated. And can feel overwhelming. Yet everywhere you turn there’s someone talking about why you really need it.

This is where a sophisticated form builder can make it easy to gain quick insights you can actually use. Formstack offers a plugin that will send data to your Google Analytics account each time someone hits a “submit” button.

When your data is synced this way, you can gain all kinds of valuable insights and answer questions such as:

  • What devices are customers using when they fill out forms?
  • Where are customers coming from? (Google searches? Ad clicks? Social media?)
  • Is there any correlation between conversion rates, type of device, or referral sources?

4. Craft the right email strategy

Take another look at the customer data you’ve collected. Are most of the people in your CRM prospects or existing customers? Do they regularly fill out forms and repeatedly buy or download content? Or do you you have many leads that registered once for an event and have never taken another action on your website?

Asking these questions will help set the stage for effective email marketing campaigns.

You might discover a group of engaged customers who would be receptive to an informative monthly newsletter. Less-engaged prospects could go into drip marketing campaigns that deliver links to your most popular content.

Let the data guide you towards opportunities for reengagement and upselling.

5. Build case studies

Conducted any customer service surveys lately? Go back through recent responses and look for users who repeatedly give you high ratings and positive feedback. Contact these customers for testimonials and case studies. Chances are, they’ll be more than happy to sing your praises.

Whether you use forms to generate new leads, increase awareness, or gather feedback, you’ve likely collected a wealth of customer insights. Take the next step and use this data to your advantage with actionable responses.