Most marketers and the organizations they work for operate under the principle of “who could buy” rather than “who will buy.” Those who target too broadly expose marketing and sales to significant waste within the sales process. 

Today’s competitive environment requires deliberate strategic planning and effective tactical execution.  In this webinar we will explore key steps that should be taken to focus on the best potential customers, such as:

  • Analysis of market segmentation
  • Definition of market requirements
  • Business function analysis
  • Understanding of buyer/user dynamics
  • Organization readiness for execution

We’ll also get an introduction to a new concept called Relative Targeting, which is a process used to score and rank targets against each other. This is especially useful when there are a number of targeted customer groups and will help avoid diluted messages and offers that in the end appeal to no one.  

Presenting will be Megan Heuer, Group Director of Data-Driven Marketing at SiriusDecisions.  You’ll also hear ISBM member, Linda Trevenen, Direct of Marketing Excellence and Market Intelligence at  Philips Home Healthcare Solutions who will share Philips’ new “Allies” program which followed this concept and process.
Webinar Information
Date Presented:
December 10, 2012 1:00 PM Eastern
Length:
1 hour
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Targeting Customers Most Likely to Buy Your Product
Speaker Information
Megan Heuer   [ view bio ]
Linda Trevenen   [ view bio ]
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