You know Santa. He’s the cheery, big-bellied guy who wears a red velvet suit and dons a long, white beard. He lives at the North Pole with Mrs. Claus and keeps elves working year round to make toys, but only for the good little girls and boys. And that’s where things get a little mysterious.
Where does Santa get his intel?
So, how does Santa know if you’ve been naughty or nice. Well, he knows because he’s been doing his homework.
While we can’t tell you if we’re in cahoots with Santa, we can tell you that we employ some eerily similar tactics and techniques in how we create out-of-this-world Named Account Marketing (NAM) programs here at 90octane.
Like Santa, we start with in-depth research to identify our clients’ key prospects with delicate precision. Then we hyper-focus on what makes a particular person tick. What their pain points are and how our clients’ solutions can alleviate them.
So we wouldn’t be surprised if in addition to the Xbox that 9-year-old Johnny is asking for this year, Santa may also bring him a skull-and-crossbones, blue (Johnny’s favorite color), insulated winter jacket to replace the one he ripped jumping off a snow bank at recess last week.
He’s making his list and checking it twice.
Just as Santa does, our NAM programs zero in on real people and their coordinates (where are they?), their character (who are they?), their influencers (to whom do they listen?), and what moves them (what’s their story?). We do all this to help our clients capture their dream customers.
To get started we think deeply about that target customer as we move through our process. If you were the customer, here’s what we’d want to know about you:
GEO Research: Where do you live? Where do you work? Do you have a long commute? Do you work on the road more than you work in the office?
Persona Development: What drives you? What do you do all day? What are your responsibilities? To whom do you answer? What gets you out of bed in the morning? What keeps you up at night?
Influencer Mapping: It’s not what you say about yourself—it’s what others say about you that speaks volumes. What are those closest to you saying? Who is your boss, and how does he or she measure whether you’re doing a good job?
Storytelling: Like Santa, we take all of these fascinating facts into consideration—your geography, your personality, your passions, and your pain points—and create a story that speaks to you. Then we wrap it all up and deliver a custom solution that makes all of your wishes come true.
There’s magic in the mystery.
But that’s as much as we can share here. Just like Santa, we can’t give away all of our secrets. But if you’d like to know more, we can be bribed with milk and cookies. Now, what was it again you said you wanted for Christmas?