The Revenue Marketing Kitchen: Recipe for target marketing

In the world of marketing, the difference between marketing strategies has become less and less noticeable. Many companies combine small portions of various ideas to create a hybrid marketing strategy that doesn’t deliver the kick it needs. While each individual ingredient is effective, combining different recipes doesn’t work. Let’s look at how Revenue Marketers™ use target marketing to yield better results:

Target Marketing – Marketing The Individual: Here is a checklist to get you started.

  1. Choose the product(s) or service(s) you want to market.
  2. Create personas for the type of prospect who is the right fit for the product/service. Don’t be afraid to cut out people who don’t fit the target market!

Consider these questions when defining your target market:

  • Demographic data – Geographical location, annual revenue, number of employees, etc.
  • What titles best fit this campaign?  Directors, VPs, C-level, etc.
  • What buy cycle stage are they in?
  • What messaging is relevant to this audience?
  • Does your content line up with this messaging?
  • What is the call to action for each asset?

3. Choose the best content you have that fits this campaign. Vary your content – whitepapers, case studies, webinars, etc. Look for ways to repurpose your current content. Have a great whitepaper? Awesome! Think about turning it into an infographic or short video. Ideally, you’ll want about 5-10 assets for the average campaign, but this depends on the product and the amount of information you want to get across. Remember to use hard-hitting facts and share relevant information that gets straight to the point. Too much fluff and you’ll lose credibility with your audience!

4. Now that you’ve defined personas and have your assets, the rest is simple, right? Just hit Send. But wait before you hit that button! There are other,  equally important factors to consider. How often should you send your emails? Best practice is one per week, on average, but this varies depending on your campaign goals. And is your target list clean? Bad data won’t yield good results. Make sure to get all your ducks in a row before hitting that Send button.
5. In the kitchen, presentation and plating count as well as the ingredients used. So look at your assets and determine in which order you want them delivered. And perhaps most important of all, spend some time on your Subject Lines! If they’re not compelling, your email won’t even get opened. Also look at the design and the User Experience (UX). The pathway that a prospect follows is important to the overall campaign to move prospects through the funnel.

Go through this quick checklist of items before you hit send. And always remember to focus on the person. Make every email a conversation on a human level, connect with their pain points, offer solutions to their problems, and you’ll improve engagement. Remember, today’s consumers are more marketing-savvy than ever before.

A/B Testing Visual Guide

A/B testing is a simple way to optimize campaign performance. Download our visual guide to better understand what A/B testing is, why you should use it, and how you should use it.

About Raja Walia
Raja Walia is a ten-year veteran with sales and marketing experience. As the TPG residential marketing technology and integration specialist, he has helped clients integrate and launch marketing automation and CRM platforms. He is an intuitive teacher, instilling in his clients the importance of a good strategy while educating them on how technology fits into their company's vision. Raja is best known for his idiom "Let me try to Sherlock Holmes it." Through expert reporting and analytics, he's capable of putting the "closed" in “closed loop reporting" turning mystery into easily tracked reports. Raja puts his skills to work from his office in Phoenix, Arizona where his wife and lazy cat escape the scorching summer heat.

Related Resources

  • Posted by Raja Walia
  • On 06/24/2015
Tags: marketing automation, target marketing, revenue marketing kitchen, UX, user experience

Leave Reply

Your email address will not be published. Required fields are marked *