Demandbase is releasing a white paper in mid-may called Microtargeting: Getting Macro Results from Micro Campaigns. Stay tuned for info on availability. Here’s a little taste…
Getting the right message to the right person at the right
time is crucial in today’s high-stakes B-to-B marketing game. With marketing budgets
stretched to the limit, smart companies are realizing the best way to improve
marketing ROI is to improve campaign relevance – and targeting messages to
generalized groups just isn’t enough. Instead, B-to-B marketers need to engage
in “microtargeting,” where they communicate relevant messages to individuals or
small groups of contacts with similar business needs. Highly-targeted email
campaigns or focused telemarketing initiatives are a great way to engage
potential customers, build brand image, strengthen privacy and dramatically increase
sales.
