Targeting is about selecting the most profitable areas of the market for your organisation to approach.
In B2B marketing, you will often need to influence several parties in the decision making unit. Timescales can be long, requiring several communications throughout the customer journey. You therefore need to be selective to focus your energies on the most profitable opportunities.
In our experience, most organisations or business units can target around 5 to 7 segments effectively without losing focus. The aim is to be dominant in chosen sectors to benefit from economies of scale and scope. Less is more, so targeting is critical.
Segments can span across sectors - employees with similar job roles have similar requirements no matter what industry. To plan effective communication, we will help you to research the market if required and decide which decision makers will be most profitable to contact.
Read more about our approach to:
Insight for B2B Marketing