By Maria Geokezas, VP of Client Services at Heinz Marketing
One of the most frequent conversations we have with new clients is about choosing their target market. When we launch a new engagement, we like to spend a good majority of our discovery conversation focused on the client’s current target market because we know anything we recommend will be more effective if the audience is well-defined.
Many marketers gloss over this subject. They want to get to the “fun” part – the offer, the messaging, the channel. But today, we’ve collected the latest news and tips to make targeting your ideal customer more effective.
The good folks at MailChimp found targeted email campaigns significantly out-perform non-targeted campaigns from higher open rates and click-thrus to lower bounces and unsubscribes.
How can you improve your targeting strategy for 2018? MarketingLand describes four keys for your strategy that can help you engage your B2B audience across all stage of the buying process.
Once the target market selection has been determined, it’s important to document customer profiles and ensure that every part of the organization, from sales and customer service reps to product management and finance are aligned. Understanding who your buyers are, gaining a ‘pathological empathy’, and then evangelizing that throughout your organization should be the #1 responsibility of B2B Marketers. Without this, messaging falls flat, content is ineffective and campaigns fall on deaf ears.
Check back Monday for Day 9 of 12 Days of B2B Marketing: Attribution