Targeting is Not Rocket Science
Mar 05, 2016
Nine out ten B2B marketers admit that their communications reach people who will never do business with them. This is an amazing number, since the majority of B2B marketers have potential customer universes numbering in the hundreds, with few having them in the thousands. So what’s the problem?
Why are B2B marketers having such a hard time finding and communicating with potential buyers of their products and solutions? The answer may be more about how they are going about it and some fundamental misconceptions about the size of their markets. I once asked the CEO of a business, who did he consider the universe for his business and his answer was “Any one who has money.” At first, I thought this was a tongue in cheek answer, but after looking into his eyes, realized that he was being dead serious. He truly considered any business with money a potential buyer of his technology solution.
I believe that there in lies the problem with the targeting efforts of most business organizations. Instead of looking at the market realistically and analyzing who really is qualified to buy the solution, who has the funds to buy the solution and who really needs the solution, it’s anyone who has money.
Dudley Stevenson, founder and CEO of DWS Associates, has over thirty-five years’ experience in consumer marketing, business-to-business marketing, and direct marketing, including developing, planning, and implementing go-to-market strategies. He's also the author of "Marketing Direct: Breaking Through The Clutter." Working with organizations ranging from start-ups to Fortune 100 companies, he and his team have helped clients such as IBM, Sony, Neiman Marcus, Arizona Highways, Marshall Field & Co., Mrs. Field’s, UNICEF, and Patagonia implement successful direct marketing programs. A longtime member of the Direct Marketing Association and the American Marketing Association, Stevenson is also a sought-after speaker. He’s given hundreds of presentations and workshops on marketing and direct marketing. His “Marketing Planning 101” workshop alone has reached more than 100,000 marketing and sales professionals.