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Audience targeting for B2B Marketing

All marketing campaigns depend on reaching the right people. This is doubly important for niche and business-to-business (B2B) marketing campaigns, where there is little value in a broad-based campaign reaching the general public. Instead it all comes down to being seen by the right people and ensuring they hear the right message. Identify your audience Generally a business-to-business campaign is going to be based around things like industry sectors, company types, job roles, or even targeting specific companies and accounts. So any marketing option you choose should ideally either allow you to segment in this way, or provide reliable data on how these segments are being reached. Quality not quantity Avoid being lured into mass-market options that promise large numbers. Reaching fewer people, but people who are actually your target audience, is far more valuable than advertising to a huge number of people who have [...]

A little holiday reading

If all goes to plan, I should be lying on a beach when you read this. I can tend to be a bit of a workaholic, so to really take a break I need to physically go far away, and leave all devices and work behind. After a few days of this, I tend to get bored, so while I resist the temptation to start checking emails and dealing with minutiae, I use the opportunity to get through a few business books. If find the clarity of mind that you can from stepping away from work, combined with a little stimulus from the reading, can inspire some of my best ideas. When I have a little more time, I’ll talk about some of my favourite books, but for now I’m just going to enjoy the sun.

Can a new year’s resolution last?

There’s nothing quite like going for a run every couple of days in January. January 1 is pretty quiet as everyone sleeps off their new year’s celebrations, but then a funny thing happens, by January 2 the running tracks are full of people. In peak times in inner city routes, you can’t move for people sometimes. What’s happened? They’ve all made new year’s resolutions to get fit. But as January goes on, the crowds peter out and by the time it gets to Australia Day (that’s January 26 for our international readers), the crowd is back to the regulars, with perhaps one or two new faces who have stuck it out. Does this mean that we can’t change? That we shouldn’t try? Of course not, but rather than waiting for an arbitrary change of date, if you want to change something in your life – [...]