In the world of B2B marketing, targeting the right audience is crucial for success. But unlike B2C marketing, where a broad approach like everyone needs toothpaste might work, things get a bit more nuanced.
Tyrona Heath, Director of Market Engagement at The B2B Institute at LinkedIn, sheds light on this topic, stating on the #FACLive Show that “there’s some counterintuitive things” to consider when crafting a B2B targeting strategy.
The Challenge of Hyper-Targeting in B2B
Heath highlights the limitations of hyper-targeting in B2B. Imagine “targeting Joe in Montana because we can” with a B2C approach. This assumes knowledge about who exactly makes buying decisions, which can be a problem as it often leads to making a lot of assumptions.
B2B buying committees involve multiple stakeholders, and their composition can be fluid. Heath warns that we don’t know when someone’s going to buy, therefore, overly specific targeting risks missing out on potential future buyers altogether.
The Power of Relevant Reach
So, what’s the alternative? Heath proposes a strategy of “broader targeting might be the way to go.” This doesn’t mean throwing darts in the dark. The key is achieving “relevant reach.”
The goal is to “reach all potential buyers” within your target category. This ensures your message is seen by those who “could potentially buy from you now and in the future.”
By focusing on relevant reach, you avoid the pitfalls of making assumptions about buying committees. Cast a wider net to capture a broader audience who might be receptive to your message over time.
Missed our live conversation with Tyrona Heath? Replay here:
The Takeaway: Balancing Broadness with Relevancy
Heath concludes by providing a clear distinction: “The answer isn’t, you know, target everybody under the sun like you’re selling toothpaste…But on the other hand, it’s not about hyper targeting…”
B2B marketing requires a strategic approach that prioritizes reaching all relevant potential customers, not just those you think might be decision-makers today. By implementing a broader targeting strategy with a focus on relevant reach, you can ensure your message resonates with the right audience and positions your brand for long-term success.
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