Targeting strategy: the ultimate guide

The basics of a good targeting strategy

What is targeting?

One of the key factors in prospecting that allows you to have a real impact on your sales is not to lower your prices or to work on your prospects in a nutshell. The point that must absolutely be taken into account and on which you will have to take real time is the targeting strategy. The aim is to focus more on the market segments that are the most promising and the most likely to respond positively to your offer. In other words, the more specific you are about your target, the easier it will be to adapt the message and your distribution channels in order to meet their needs effectively.

The impacts of your targeting strategy on your business

Your targeting is a key factor in your commercial development that should not be overlooked. First, your targeting will have a direct impact on lead generation and conversions. By identifying the most promising market segments, you maximize your chances of capturing the attention of qualified prospects. In addition, it will allow you to avoid wasting your time and money by targeting less relevant audiences. You will thus focus on a target for whom it is relevant to hear about you so as not to get negative feedback that will therefore not affect your commercial development. It will also prevent you from not getting any feedback at all.

Finally, your targeting also has an important role in building customer loyalty. By offering products or services that perfectly meet their needs, you will strengthen their commitment and their attachment to your brand. This can also lead to positive recommendations, which will once again have a positive impact on your business development.

How to have relevant targeting?

First, your targeting strategy must be consistent on two points:

• You must ask yourself which companies need your service or product but especially which could have the budget necessary for your solution.
• You should also ask yourself the question of who are the decision-makers with whom it would be interesting for you to talk to make things happen and so that your prospect becomes a customer. Indeed, it is not always relevant to contact the managing director. For example, if you offer a recruitment solution, it will be more relevant to go through HR or HR departments...

The more you contact the right companies and the right people within them, the more your value proposition will make sense for your prospects and the more you will turn them into customers.

It is also by segmenting your market that you can then ask yourself the question of how to reach them? For some sectors, it is preferable to contact them via LinkedIn, others for whom email exchanges are more favorable.

Targeting strategy: How to collect data?

Once this targeting work is done. That is, you have your market segment (s) that coincide with your solution and you know which person to contact in the company. You then need to know how to find their contact details to contact them. This is why I am offering you 3 tools below that will allow you to collect this data. I can reassure you right away, the various tools that I am going to offer you, are obviously in accordance with RGPD laws because they expose public data.

The Kaspr tool

Kaspr : It is a B2B prospecting tool that allows you to find the contact details of your prospects, and to automate your commercial prospecting. When I talk about contact details, I mean email addresses and/or phone numbers. All you have to do is download the Google extension that will allow you to make a bubble appear when you are on a Linkedin profile. Then all you have to do is use credits to unlock the coordinates. It's a very well-functioning tool that I'm rarely without data with. I recommend it, especially since you have different subscriptions and therefore different price ranges. You can choose an annual or monthly subscription depending on your needs.

The SocietyInfo tool

SocietyInfo : It is a tool that allows you to collect and aggregate all legal, web and social data from companies. In addition to extracting the data, Société info allows you to enrich this data. You can then download them with, again, a credit system. It is a tool that works perfectly well and allows you to collect a large database by targeting according to the company (sector, number of employees, turnover, location...) and you can also target according to contacts (age, position...) and you can also target according to contacts (age, position...).

The Pharow tool

Pharow : It is therefore a tool for segmenting prospects in B2B through headcount, growth, turnover, etc. In terms of operation, this tool is similar to Société Info, overall you will have the same functionalities. It should also be noted that the teams that respond to you in case of problems on the site or questions are very reactive and robots do not answer you.

Once the data is retrieved, I advise you to always look at the data you have collected. Indeed, it is possible that some information is poorly referenced by the companies themselves that can cause errors. There are other factors to take into account before starting your BtoB prospecting, including rules to respect in order not to impact the reputation of your email. I'm talking about it here ! 😉

What to remember from a targeting strategy

As you will have understood, your targeting strategy is a key factor in your success but it is also a factor that requires a large investment of time. You cannot leave it out or do it approximately. The more specific your targeting is, the more you can have a return on investment because your value proposition will speak to your interlocutor. First, you must stay informed about your market in order to know your competitors, the market opportunities, the segments you are going to target... Then, you must think about who to contact in these companies in order to be consistent. Then focus on email copywriting that is short and relevant (A next article will come on copywriting). Finally, you must use a tool that allows you to retrieve the coordinates of your target.

Chez Prospilot, we support our customers whether in their current target or even to find new ones that could be fruitful for their business. We collect the data for them and we do the email campaigns. Our goal is to give you more time to make appointments with qualified prospects because this is where your position makes real sense. You know your offer, you talk about it better than anyone!

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