As the world of work continuously shifts and evolves, B2B marketers and staffing pros face the challenge of staying ahead of the curve. To thrive in their quest for the perfect customers, they’re diving headfirst into a sea of strategies.
Although companies face many hurdles, one of the most common difficulties they encounter revolves around identifying your target market. So, what’s the best approach for this problem? It’s all about mastering the art of data and planning!
Understanding B2B Marketing
Business-to-Business (B2B) marketing involves promoting products and services from one business to another. We’re not talking about convincing your neighbor to buy that lawnmower; we’re talking big leagues here. Unlike consumer-focused marketing, it targets companies and organizations in need of specific offerings.
Picture a tech company selling software to a hospital to improve patient records or a coffee supplier providing beans to your favorite café. It’s businesses teaming up to make things work!
But here’s the thing; it’s not just about making money. B2B marketers are all about nurturing those relationships and creating win-win situations for businesses. Think of it as a friendly handshake in the corporate world.
The Pain of Audience Identification
Despite the evolving work landscape, identifying the right audience remains a significant challenge. A March 2023 survey of 204 experienced U.S. B2B marketers revealed that 43 percent cited audience targeting as a top struggle.¹ And they anticipate this challenge will continue in the next three years!
Audience identification is a difficult task mainly because of the vast possibilities and choices you can make. There are many groups that may need your services, but which one would you be able to market successfully to?
For example, you’re an IT company offering cybersecurity experts that can secure systems from potential threats. Your services are relevant to many industries like finance, education, and healthcare. You’ve got many choices when it comes to your target audience, and this alone can spark a difficulty in deciding who to market to.
Sure, you could cast your marketing net wide, but that’s like ordering pizza for a room full of folks with different tastes. It’s okay, but not exactly a flavor explosion. It’d lack personalization which can negatively impact your marketing’s efficacy. This shows that it’s important to narrow down prospective clients. Doing so increases your chances of success.
Strategies for Effective Audience Identification
So how exactly can you decide your target market for your business? Ensure an effective marketing campaign and choose the correct target audience by following these three strategies for effective audience identification:
1. Develop an Ideal Buyer Persona
Before choosing your target audience, think of the non-negotiables you want your customers to have. You can also list down characteristics you’d prefer your clients to possess or ask questions that would lead to detailed answers.
Some examples of questions are as follows:
- Which industry do you want your potential buyers to be a part of?
- Are you aiming for clients with a specific pain point your services can solve?
- Are there any values or characteristics your clients must have?
For example, you’re working for a staffing company focused only on the medical field. By answering the questions above, you can identify your ideal target audience is companies that uphold inclusivity and are currently short on nursing staff. The answers to the questions are different for each company so make sure to take the time to reflect and think critically when developing your ideal buyer persona.
2. Enrich Data through Research
Once you have your ideal clients in mind, it’s time to enrich the data at your disposal. Searching for specific companies that meet your criteria and reaching out to only them isn’t an effective strategy. It’s not only a costly and time-consuming approach but also a surefire way to miss out on golden opportunities.
So, ditch the laser focus on company names and broaden your horizons. What you need is intel, the kind that fuels your marketing campaigns.
Although you can choose your research’s focus, the following are the types of data that you’re highly encouraged to learn about.
This type of data gives you an idea of the interactions your potential clients make across online channels and platforms. This includes website visits, clicks, and social media engagement. Why is it important? It gives you the lowdown on what makes them tick.
This data could be used when creating campaigns and content. They could also affect the marketing strategies you will choose to use. In summary, behavioral data can help you personalize your marketing tactics and decisions, so they’ll become more effective in reaching and relating to your target audience.
If behavioral data focuses on the behavior of your target audience, intent data aims to understand the reasons behind those behaviors. It’s like trying to look into their minds. You’re not just observing what they do; you’re also deciphering why they do it.
What are the driving forces behind the decisions your target market makes? Why did they click? What motivates them? In the B2B world, it’s crucial to get inside the heads of the companies you want to partner with.
Knowing what makes them tick helps you tailor your marketing strategy or content marketing to hit all the right buttons.
3. Segment Data Effectively
Now that you’re knowledgeable about your target audience, you need to properly segment the data you’ve gathered. It involves splitting your audience into smaller groups. You can choose to focus on distinct characteristics to form the groups.
For instance, you can divide them based on their preferences, interests, characteristics, or purchasing behaviors. It’s an important step to truly get to know your target audience and to effectively personalize the marketing tactics you’ll use.
Let’s say you’re a software company open to partnering with different industries. You’ve already conducted thorough research and it’s time to divide them into groups. The following are some ways you could group them:
- Industry-based Segmentation: Dividing your groups based on the industry they focus on. This will help you organize the planned marketing techniques based on the company’s profession or expertise.
- Company Size Segmentation: If you’re worried about the differences between the management needs of small businesses versus small businesses, this is a highly suggested division.
- Usage Segmentation: As a software company, you understand your programs can be used in more than one way. This type of segmentation helps you divide potential clients into groups based on how they use the tools you offer.
Regardless of the way you segment data and the companies they’re about, you need to remember to create groups driven by similarities in their interests, preferences, or behaviors. This way, you can utilize their division when planning and creating marketing strategies aimed at them.
ALLIED INSIGHT CAN HELP YOU REACH YOUR TARGET AUDIENCE WITH PRECISION
As leaders in staffing and the B2B market, it’s crucial to develop an ‘X-ray’ vision to identify the right audience amidst a diverse pool. Explore various marketing strategies and tap into Allied Insight’s marketing expertise to achieve this vision.
As a full-stack marketing agency, we understand your marketing struggles and can offer solutions you can benefit from. We see your growth potential and we respect the brand you’ve already created. Allow us to help you reach the right people through quality delivery. Reach out today to start a conversation.
1 “B2B Marketers Outline Their Biggest Challenges.” Marketing Charts, 12 Jul. 2023, www.marketingcharts.com/industries/business-to-business-229893.