If you’re selling a pen, you know that nearly everyone on the planet uses them so your audience is everywhere. That’s the case for many B2C offerings. The target audience feels like they’re all over the place.
For B2B, that feeling isn’t even close to the same. Unless you’re in a highly specified sales publication, it feels like the target audience is nowhere to be found. And if we talk about sales, the concept of being connected is very important. Sales reps should always know who they’re talking to, and this can be achieved through analysis.
Target audience analysis offers sales people the ability to run their operations smoothly and make sure that they are using the most efficient methods, boosting sales, and advancing overall performance.
With a huge amount of data on sales prospects flushing into marketing portals, targeting qualified leads online is a matter of dividing the signal from the noise. B2B audience targeting permits marketers to engage in online promotions that showcase digital ads in front of audiences who are most likely to make a buy.
Bottom line is when it comes to B2B marketing, understanding who you are talking to is key to getting the results you’re looking for.
How do you plan to get in B2B Marketing?
The main focus of the B2B audience targeting is reaching decision makers at target companies. These decision makers can be divided into business, job function, industry, and many other categories. There are two main advantages to B2B audience targeting-
- Ad budget is used efficiently with campaigns focusing solely on the users who are most likely to buy.
- Ads can be targeted with greater specificity, improving the chances of reaching the right person at the right time.
Let’s have a better understanding of the B2B target audience with an example.
A B2B furniture company aims to improve their sales. Their main customers are hotels and apartment buildings. The marketing team is interested in targeting high- level employees at hospitality and housing companies. Without knowing their prospects, money would be spent advertising to people who are not their target audience.
But when you partnered with a third- party that provides data it allows the company to offer on ads shown only to qualified leads. If you have a well- managed B2B audience targeting strategy, it will definitely improve the ROI for the online ads.
Analytics plays a huge role in understanding the target audience for the B2B business:
- Who are you speaking to?
- What is the budget of your audience?
- When is your audience most likely to accept a sales call/meeting?
Also, look over some ways to conduct your analysis:
- Taking an in-depth look at social media followers, and those that share your content
- Asking for data from audiences in using survey forms
- Utilizing any available data based on audience location
- Analyzing past business sales data to discover purchasing trends
When you have the above-mentioned information, it becomes easier to create a sales pitch that directly discusses the needs, preferences, and expectations of your audience and it helps in better performance, more sales, boost loyalty, improves relations and reputation.
We can’t deny the fact that, in today’s time, the customer expects a personalized customer experience. So, the companies need to make sure that they’re creating unique content specifically for the sales funnel. The more you can personalize your marketing campaigns the more you’ll be able to increase the observed value of your service or product.
By committing time and energy to your unique audience through quality content, you can build audience loyalty, which further translates into better relationships and brand promotion. Despite this, many B2B companies are still creating a product and brand-centric marketing material.
53% of people say that they create content that’s more audience-centric than brand-centric, according to research done by the Content Marketing Institute from Ohio, United States. This research tells that half of all B2B businesses are still working as a brand-focused content and rejecting the requirements and interests of their audiences.
Areas to search for your target audience:
- Direct connect via – Email, Call, Social Media, etc
- Curate
- Connect with influencers
- Webinars
- Events
- Conduct Survey
- Advertising Network Integration
- Comprehensive Database
- Customer Support
Marketers use a lot of technologies to control things these days. That’s all to the good – especially if you can manage to use most of the peers you have got. But for the most important and critical area, understanding your audience and their needs – it is sometimes best to put the technology aside and deep dive into the engaging audience.
B2B audiences aren’t always very easy to find, but they’re out there just as often as B2C audiences are. The team at FunnL has a deep understanding of the Modern Consumer and how to work with you. We can help you with an all-in-one Inside Sales Platform that permits you to design, manage, measure, and optimize your inside sales campaigns.
FunnL is here to help! We offer sales qualified meetings (SQM), contact us, and book your appointment.
Happy Targeting!
