In our previous post on the 15-step B2B marketing process, we saw how crucial it was to segment your addressable market.

Now you have to select and target the segment or segments you will go after first, and identify some of the companies in that target segment.

To give your marketing process or strategy the best possible chance, you want to build on the excellent analysis you’ve done so far and go after the juiciest segment, the segment that you think is your best shot. This approach is exemplified in the approach recommended for products that represent discontinuous innovation and disrupt the way that market has previously been served. The excellent Crossing the Chasm book by Geoffrey Moore talks about establishing a ‘beach head’ and owning that segment before expanding to other segments.

Regardless of your company size, my strong recommendation is that, in addition to targeting a specific segment you also shortlist and maintain a list of specific companies within that segment that you want to do business with. If getting 5 of your ‘hot list’ prospect customers on board would make a great year for your business, then draw up a list of 50-100 of them to give yourself a decent chance of hitting your goal.

When you’re marketing to the whole segment, then, your outbound efforts will also provide ‘air cover’ for you to supplement with direct, one-to-one conversations with the companies on your hot list.

So, you’ve decided which segment you’re targeting. How are you going to tell that segment about what you have and why they should pay atttention? That’s the next step in our 15-step B2B marketing process.