Marguerite Inscoe: Consultant & Fractional CMO
A B2B brand, nimble in promotion and delivery, practices target marketing. Competition narrows, differentiation increases, and efficiencies elevate speed-of-service and margin.
So how does a new or established business shift from responding to any viable RFP, to gaining more requests and leads from preferred industries for specific services? It’s pretty much the same process any innovative business has to work through. Analyze the competitive landscape and identify the most promising market segments.
When the desired targets are locked in, how to proceed in marketing becomes much clearer. You create precise content and case studies to attract new producers and disrupt current providers who have an inferior service or product.
“Finding Your Target Market When Everyone Seems Like a Good Fit” is an article I wrote for StartWheel, a resource to the start-up community in Norfolk, VA. In reality, every business is constantly “restarting” or pivoting in the marketplace. The approach is the same and it can change your whole business, just as it has for all high-growth B2B brands.
Wondering what marketing and sales should look like for you, based on the lifecycle stage of your business? Download this matrix to see.