From the course: B2B Marketing Foundations: Positioning
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Targeting: Why, what, and how
From the course: B2B Marketing Foundations: Positioning
Targeting: Why, what, and how
- Every storyteller, movie maker, and author understands that knowing their audience is critical to their success. Unless, of course, you don't care if anyone listens. I have four kids. And if I have a story to tell to my 10 year old son, I tell it very differently than I would to my 17 year old daughter. Likewise with B2B marketing, defining and understanding your target market is critical to your success. This just makes sense. By defining a target market, you are better able to communicate specific business value, you can clearly focus your story, and you can build your go-to-market messaging platform around them. What is a target market then? Well, first, let's discuss what it isn't. It's not some vague concept of people who might be interested in your product, like anyone who wants to improve profits. It's not a broad statement like durable good manufacturers. What it is is a specific statement that narrows your focus to the buyer of your goods or services and describes them in a…
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