In the third step of our B2B marketing process we eliminated the customer groups we weren’t interest in pursuing so that we could concentrate on our addressable market. Now we need to understand more about that market.

The fourth B2B Marketing step is to profile your addressable market. Fortunately for us, we might have done some of this work already when we researched the whole market in our second step.

Now comes more homework. You need to find out and record the important things about the addressable market that can help you shape your offering to it. Here are some of the things it would be good to know:

– the obvious stuff, like location, industry, size, how the market operates

– any legal or regulatory aspects to the market that govern how it works

– pressure and drivers on the market. What are its players trying to do and where do they feel pain?

– the typical buyers in this market. Job roles, personas, other people of influence

– the decision-making process in general. Simple or complex, short or long, few hurdles and people involved or many?

– the cultural aspects to the market. Is it a good cultural fit for you to sell to? Do you think and work similarly to it?

You can find out much of the standard stuff from publications like annual reports and resources like the web or social media, but the more esoteric information can really only be gleaned over time by networking, personal experience and asking around. The better you can profile your addressable market, the better you can segment it and decide where to go first.

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