Identifying Potential Customers for 2025: Pinpoint their Needs, Establish Clear Success Metrics

In the dynamic world of IT, the divide between marketing and sales teams has long been a challenge. However, a new player in the market, JustClose, is aiming to change that.

Founded by Frederik Jaegers and Andreas May, who share a passion for sales, marketing, and entrepreneurship, JustClose is a company that combines these two essential departments. The founders noticed the prevalent "silo mentality" in the IT sector, a result of historical growth patterns and different measurement methods. They sought to address this issue head-on.

One of the key strategies JustClose employs is the sharing of sales playbooks, workshops, and joint campaign retrospectives. These practices help bridge the gap between marketing and sales, ensuring a more cohesive approach to reaching customers.

In the digital age, building trust is paramount. JustClose understands this and provides compelling, target-group-specific content, such as case studies and testimonials, to demonstrate their success in solving similar challenges. They also emphasise the importance of real people and real value, recognising that in a world full of exaggerated marketing claims and AI-generated content, customers crave authenticity.

However, the IT sector often struggles with a lack of empathy for how customers formulate their problems and the terms they use. JustClose addresses this issue by understanding the target audience, relevant processes, and the right language, before optimising the company's external appearance and launching performance campaigns.

JustClose also offers proprietary AI solutions to define the ideal customer profile, create advertising copy/content, enrich lead data, and create conversation summaries and follow-up emails with AI support. Yet, they recognise the need for a human touch in AI-driven sales, with AI avatars typically deterring decision-makers in the digital space.

A typical project with JustClose involves a thorough analysis of the customer information, which is often lacking a structured approach in IT companies. They aim to rectify this by providing concrete case studies, guides, action recommendations, and customer testimonials, all aimed at building trust in the digital space.

JustClose recommends aligning goals and KPIs, enhancing communication through regular meetings, utilising shared data and CRM systems, implementing account-based marketing, and fostering a culture of collaboration to optimise marketing and sales cooperation in the IT sector.

KPIs used to measure the success of their work include revenue and margin per channel/campaign, cost per qualified appointment per channel/campaign, cost per acquisition (CPA), cost per lead (CPL), click-through rate (CTR), close rate per channel/campaign, sales pipeline, and team activity KPIs.

In a world where broad segmentation and lack of differentiation in addressing different target persons is a typical mistake in target audience analysis, JustClose stands out as a company that understands the importance of tailoring their approach to each individual customer. By doing so, they aim to revolutionise the IT sales landscape, making it a more customer-centric and cooperative environment.

Identifying Potential Customers for 2025: Pinpoint their Needs, Establish Clear Success Metrics