Audience Targeting Techniques for B2B Marketers

May 6, 2016

Sales intelligence solutions streamline and simplify the process of identifying viable B2B prospects. If your firm is not currently relying on sales intelligence tools for marketing and business growth purposes, it’s already falling behind the competition, with time wasted on fruitless research and outdated leads. A crucial aspect of growing a business is marketing your services to the right people, and therefore, effective audience targeting techniques are of the utmost importance. Pick up some useful tips about targeting prospects efficiently, and find out how a sales intelligence platform like Winmo can help.

Harness the Power of Big Data

Today’s leading sales intelligence solutions tap into the incredible power of Big Data, providing B2B marketers with extensive amounts of in-depth information about prospects across virtually all industries and niches. Fortunately, there are many tools and resources you can use to tap into this data. Unfortunately, the amount of data can be overwhelming, and many databases are not as rich in usefulness or quality as they are in quantity. Once you weigh the pros and cons of competing sales intelligence resources, you might, for example, opt for a database that covers fewer industries, but has richer relationship mapping or more targeted intelligence on the industries you do target. You may additionally value integrations with existing technology you use, such as LinkedIn, or your favourite CRM solution, such as Salesforce.

Techniques for Targeting B2B Audiences

You expect the best sales intelligence solutions to automate the majority of the audience targeting process by culling data, generating targeted prospect lists by industry, geography, media spend and other variables. While such tools can certainly make your job easier by shortening your sales cycle, you won’t get the most out of them without completing a few steps yourself, including:

  1. Define Your Objectives — The audience that you should target depends on your objectives. What do you hope to achieve with your marketing push? Whether your aim is to increase sales, raise brand awareness, increase traffic to your website, improve customer retention or something else, defining your goals first allows you to choose the most relevant audience to target.
  2. Define Your Target Audience — Unlike B2C marketing, B2B marketing means that you’re dealing with multiple sets of decision makers. As such, it helps to establish buyer profiles for decision makers, influencers and others who will move the process along the sales funnel. A buyer profile should include information like the target buyer or a title, role within the organization, prior purchases, brand familiarity and other metrics.
  3. Choose the Best Technique — With objectives and target audiences defined, you can select an appropriate audience targeting technique. Perhaps social media marketing is the way to go, or it could happen that your target audience is best approached via email. In some instances, marketing may even go offline entirely and be delivered via in-person visits or phone calls. Direct mail remains an effective option in many situations as well, so don’t rule it out.

Promote New Business Growth With Winmo

If you are in the United Kingdom and want to engage in effective, streamlined B2B audience targeting and marketing, Winmo can help. From generating highly targeted prospect lists to identifying leads by media spend, industry, geography and other criteria, it’s the best way to target the right audiences. It integrates fully with Salesforce and other popular applications too, making the work that much easier.


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