The Importance of TARGETING

TARGETING Ideal Client Profiles:i. Identify “ideal client” profiles based on

demographics, psychographics, infographics, and buyergrahics that match current clients.

ii. Outreach and nurture “ideal client profile targets” on a direct, routine basis.

TARGETING Communities for Opt-Insi. Identify a few select communities with

similar attributes of current “ideal clients.”

ii. Conduct ongoing, routine outreach programs to select targeted communities. Use surveys, polls, contests, email marketing, eMarketing, and other compelling offers to attract.

iii. Create interest and maturate (nurture) via engagement marketing programs.

“TARGETING” is the process of “bullseye” focusing on high probability prospects based on “handicap ranking”; aka “scorecard qualification.”

GoToMarket Case Studies:Benefits of “TARGETING” Select Communities to Expand Revenues

The Business Case:

Today’s market and economicenvironment requires focusing on a few select communities to ensure a high probability of success.

By implementing effective Go-To-Market programs clients have found:†Improved personnel productivity

†Decreased sales cycle times

†Improved conversion rates

†Increased year one revenues

†Higher total net lifetime value

“TARGETING” Case Study Highlight:

Expand into additional regions and communities cost effectively based on early adopters.

GoToMarket Case Study: Benefits of IntelBooster (Primary Research) to Expand Revenues

Content > Visits > Leads

GoToMarket: Benefits of Content to Drive Leads

SolidWorks Case Study: 100+ Downloads Available 10,000+ Views/Per Month500 Leads Per Month

Benefits of a Portfolio of Revenue SourcesCost of $1.00 of Revenues Varies by Channel:

Portfolio of Marketing Lead Sources Reduces Program Costs:

TARGETING Summary Recap1. High Probability of Success (“Probability Selling”) requires Targeting a Few

Select Communities Routinely. Law of Diminishing Return states that top 2 sources of leads will provide 80% of the opportunities.Target the top 20% (aka the “Ideal Clients”) directlyby account name via LinkedIn/Hoovers using:

Google AlertsTwitterBlogRSS Feeds

2. Be Found. News & AnnouncementsConferences & Associations websites, blogs, publications Partners, advisors, influencersInternet, Social Media

3. Engage Early and Often.Nuclear Content (content that creates an opinion, sparks discussion)Videos, Demos, Events, Webinars, Seminars

Law of Diminishing Return: