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Blasting out client surveys might seem like a cost-effective approach to discovering what makes your audience tick and whether your company is a good fit for that audience. But relying on surveys alone to piece together the ideal client can distract you from the bigger picture.

You need to constantly reexamine your clients and your brand to perfectly communicate your company's unique selling proposition and ensure it appeals to your target audience. If not, you could be muddling your value or—worse—speaking to the entirely wrong audience.

As a B2B marketer, you have a 5-20% chance of selling to new prospects, a study by Marketing Metrics has found. Are you doing everything possible to understand and reach them?

Why Brand and Client Research Rely on Each Other

To effectively communicate your value-add, you need to constantly revisit your brand. By digging into every aspect of it—stakeholder interests, current and potential client discovery, competitive analysis, and the big idea—you can discern what separates your company from the rest.

But brand research reveals only part of the picture. Intensive client research provides insight into what current clients like, what former clients hated, and what potential clients are looking for; you can then hone your messaging to appeal to those various groups.

It might seem redundant to distinguish client research when it's a subset of brand research, but failing to see it as an equally important category is exactly why marketers so commonly overlook it.

Doing robust brand and client research will benefit your marketing efforts in three ways.

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image of Joshua Conran

Joshua Conran is a senior partner at Deksia, a branding agency that's been combining business intelligence and award-winning design for the past decade.

LinkedIn: Joshua Conran