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 concrete and actionable way.…