TARGETING

 

Targeting is about selecting the most profitable areas of the market for your organisation to approach. 

Having grouped your customers into segments, we will help you to prioritise these and set actions for communication

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

Marketing Segmentation

Targeting

Positioning

Strategic Planning

  Clarity      Communication     Control