Hyper-targeting your marketing might seem appealing. But, for our B2B focus week, Jack Morgan of Hallam explains why the approach is beset with problems.
In today’s digital marketing landscape, hyper-targeting is the drug we need to reduce our reliance on. It might feel precise, efficient, and the right thing to do to get to the desired outcome with the least effort, but be warned – it’s rarely any of those things.
As appealing as hyper-targeting may seem, relying on it limits growth and ignores essential stakeholders within the buying journey. If you run an enterprise resource planning (ERP) software as a service (SaaS) brand specializing in mid-tier companies, then targeting Heads of Operations at companies with an annual recurring revenue (ARR) of £100-500m might feel like a common-sense move.
But, to stay competitive and foster sustainable growth, B2B brands need to expand their audience reach, capturing both direct users and the broader array of influential stakeholders within a company’s decision-making chain. …