A bad campaign targeted to the right people will outperform a great campaign targeted to the wrong people.
Seem obvious. But targeting matters. A lot.
It’s arguably the most important part of a campaign.
That’s why you need to nail your campaign targeting.
Metadata’s Jason Widup, VP of Marketing, and Mark Huber, Head of Brand & Product Marketing, give actionable advice on targeting your ideal audience effectively and ensuring you’re getting the most out of your campaigns.
Tune in to learn more about how we define our target audience and how you can better deliver your campaigns.
Watch the full episode
Three top takeaways:
Here are the three most important takeaways:
Takeaway 1: Define your target audience
Of course, sending out campaigns to random people is a sure-fire way to waste a lot of people’s time. But even if you have an idea of who your target audience is, you still need research, testing, and data analysis to be sure.
If you don’t know who your target audience is, then there are a few things you can do:
- Interview customers
- Look at what similar products they already use
- Test out hypotheses and refine your ICPs.
Blend a mixture of quantitative and qualitative data together until you find ICPs that fit.
Takeaway 2: Refine your ICP
Defining your target audience is not a one-and-done job. Not only do things change naturally, both in your business and your audience, but there’s further refining you can do to make things even more targeted.
A target audience can be broken down into smaller segments. For example, you could break down your ICPs into “best fit,” “good fit,” and “okay fit.” In this case, your best-fit customers are your primary target, but you don’t have to forget or ignore those who don’t fit into that perfect category.
Once you’ve segmented your audience, you can create more closely targeted campaigns for each segment, depending on what they’re looking for and what your data tells you.
Takeaway 3: Align with sales
It’s all very well figuring out who your ideal audience is, but don’t do it in a vacuum. You can also gather some important insights from your sales team, who, after all, will have some of the closest contact with your audience before they become customers.
Your sales team might know things that you don’t. They could have a better understanding of what potential customers are looking for and what type of pain points they’re dealing with.
This is a great example of why marketing and sales should be more closely aligned. If you collect insights from your sales team to refine your ICPs, you can use that to tweak your campaign targeting accordingly.
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