Tighter Targeting. Market dynamics ◦ Customer, company, competitor triangle Core strategy ◦ Commodity / niche Innovation ◦ Complexity science

Qualified Sales LeadsTighter Targeting

Frameworks to this point Market dynamics

◦ Customer, company, competitor triangle Core strategy

◦ Commodity / niche Innovation

◦ Complexity science Temperament

◦ Left and right handed preferences Qualified sales leads

Our Basic Marketing Framework

Who are we looking for? (profile) Where are they? (address or watering hole) How will we reach them? (media) What will we tell them? (motivation)

◦ Descriptors and Characteristics that are common to all your customers

Demographics

Psychographics (lifestyles)

Temperament

Industry code

Developing a Market Profile

Running gear for women

Age, sex, income◦ “female, age 21-35, HH income over $50k”

List will come from census data◦ Assumes age/ sex / income are good proxies for

needs and desires

◦ Fairly course distinction

A Demographic Profile

How money is spent vs. earned◦ $50,000

Accountant—fine dining Truck driver—monster truck show

Conservative—church donation Liberal—environmental cause

Rural—pickup Urban—SUV

◦ List comes from psychographicdatasets

A Lifestyle Profile

Retirement facility in Littleton Targeted toward “active seniors” Low leasing activity Profile of existing tenants

◦ Military! Teachers, police, bankers Security was major attraction

◦ Re-orient marketing◦ Lists: temperament proxies

A Temperament Profile

Children with learning disabilities

Back pain sufferers◦ Demographics or lifestyle won’t identify the group◦ Use the watering hole principle

Overweight people

A Common Problem Profile

NAICS code Purchasers of a product A title

◦ Mine manager Developers of new ports and harbors

An Industry Profile

Demographically Lifestyle Consumer expenditures Proxy groups Industry codes Watering holes Giving off signals

Where are they?

Demographics by Neighborhoods

Lifestyles by Neighborhoods

Consumer Expenditures

Perhaps you created a new product –a nutritional drink

Profile: people who work out, concerned about health, buy organic foods

List: proxy expenditures◦ shop at Whole Foods◦ buy carrot juice

Proxy Expenditure List

Use a broad net◦ or

Single out each one◦ or

Wait until evening◦ They all congregate at

a watering hole

The Watering Hole

Internet support group for learning disabilities

Back pain searches on Google Linked-In group for federal govt. contractors

Typical watering holes

Relationship businesses◦ Focuses on the people doing the work◦ Often in consulting and non-product businesses◦ Chain of trust is important

Transactional businesses◦ Focuses on the product◦ Does not depend on the personal relationship◦ Does require generic good customer service

Personal or Impersonal?

To be continued….

B2B Marketing List