Outspear the competition and land more whales with targeted sales prospecting. This comprehensive guide covers everything you need to reel in your ideal customers. Master sales targeting and start hooking more deals with a data-driven approach. We’ll explore in-depth how to identify and engage your best prospects. You’ll learn how to build buyer personas, execute effective campaigns, leverage sales tools, analyze metrics, and continuously improve strategy. Land your sales white whale and boost revenue growth.
What is Sales Targeting and Why It Matters
With an endless sea of potential customers out there, sales teams can’t just throw a wide net and hope to capture whales. Like expert spear fishermen, they need to identify and target the juiciest leads most likely to convert to sales.
This process of honing in on your best prospects is called sales targeting. But what exactly does it involve and why should you care? Let’s start with the basics.
What Is Sales Targeting?
Sales targeting is the strategic process of identifying and learning about your ideal customers, then developing campaigns to attract and convert those high-value leads.
It goes beyond basic demographic targeting and involves truly understanding both who your best potential buyers are and what content and messaging will compel them to engage.
Sales targeting zeroes in on prospects through two main strategies:
Inbound marketing focuses on creating valuable content like blog posts, webinars, and SEO to organically attract targeted leads. This “pull” approach brings customers to you.
Outbound marketing proactively reaches out directly to potential leads via tactics like cold calling, PPC ads, and direct mail. This “push” approach brings you to the customers.
An effective sales strategy utilizes both inbound and outbound tactics to generate a healthy pipeline of both warm and cold leads.
Why Should You Care About Sales Targeting?
Without sales targeting, teams waste time and money pitching to prospects unlikely to ever convert. Scattershot efforts may bring in some leads, but they won’t be the highest quality ones.
A targeted sales strategy ensures your marketing dollars are spent where they count most – on campaigns tailored to your potential big fish prospects. This brings several key benefits:
More high-value leads
Accurate targeting helps you identify and focus on prospects with the highest likelihood of becoming customers. This saves time spent on unqualified leads.
Shorter sales cycles
When you understand potential objections and customer journey for a well-defined audience, you can optimize the sales process to convert leads faster.
Improved conversion rates
Pitches and content crafted for a specific buyer persona convert at much higher rates than generic messaging.
Better customer experiences
Customers feel valued when content speaks directly to their needs and interests. Targeted messaging shows you truly understand your audience.
Increased retention and referrals
Happy, satisfied customers that feel understood tend to stick around longer and refer friends and colleagues.
More effective marketing spend
Targeting helps allocate marketing resources where they have the most impact – on campaigns matched to your best buyer base.
Helps sales teams succeed
Accurate targeting equips sales reps with the data and strategies needed to confidently pursue and convert more ideal prospects.
So in summary, a defined sales targeting strategy can generate better leads, shorten the sales cycle, increase conversion rates, and boost customer lifetime value – all while getting more bang for your marketing buck.
How Sales Targeting Helps Your Prospects
Your potential customers reap benefits from sales targeting as well. When you intimately understand your audience, you’re better equipped to:
- Create content and offers tailored specifically to their needs
- Educate them about how your product or service benefits them
- Guide them through their unique buyer’s journey
- Address common objections before they arise
- Provide stellar service and support post-purchase
In essence, sales targeting allows you to give prospects exactly what they want, when they want it. This results in happier customers that feel valued rather than marketed to.
Examples of Sales Targeting
Say a SaaS company sells project management software for agencies and creative teams. Their ideal customer profile may be:
- Digital marketing agencies
- Graphic design firms
- Web development shops
- Architecture studios
Their sales targeting strategy would involve:
- Creating blog posts and webinars addressing common pain points for these industries
- Running LinkedIn ads targeting employees at relevant agencies
- Doing outreach emails to decision makers at targeted agencies
- Crafting pricing and messaging tailored to creative businesses
This focused approach will resonate much more than generic content aimed at any project management software buyer.
Of course, this is an oversimplified example. Truly effective sales targeting incorporates much more in-depth buyer knowledge. But it illustrates how even basic research and targeting pays dividends over scattershot efforts.
Key Takeaways on Sales Targeting
- Sales targeting is the process of identifying and learning about your ideal prospects, then using that knowledge to engage them.
- An effective strategy utilizes both inbound content and outbound campaigns tailored to your best potential buyers.
- Accurate targeting generates higher quality leads, shorter sales cycles, and increased conversion rates.
- It provides a better experience for customers and enables marketing dollars to be spent more efficiently.
- Sales targeting equips sales teams with the insights needed to engage and convert high-value prospects.
Now that you understand the basics of sales targeting and why it matters, let’s look at how to actually develop an effective targeting strategy for your business.
Creating an Effective Sales Targeting Strategy
You understand what sales targeting is and why it matters. Now let’s dig into the nuts and bolts of actually building an effective targeting strategy for your business.
It takes time and testing to perfect, but follow this framework to develop a data-driven approach to engaging your ideal prospects.
Build Your Ideal Customer Profile (ICP)
Your Ideal Customer Profile (ICP) is the foundation of your sales targeting strategy. Start by analyzing current customers and compiling concrete data on demographics like:
- Income level
- Company size
Look for trends to build a statistical picture of your perfect prospect. If current data is limited, conduct surveys and interviews to supplement.
You can break this data down into both firm requirements and nice-to-haves. For example, if most customers are from 25-40 years old, that becomes a firm criteria. Industry may be a nice-to-have.
Prioritize need-to-have traits over nice-to-haves when targeting new prospects. Flexibility comes later once the core ICP is defined.
ICP Research Sources
If starting from scratch, research industry data from sources like:
- Trade groups and associations
- Market research firms
- Government labor and census data
- Business journals and news sites
You can also analyze competitors by observing their target demographics and outreach strategies.
Take these steps to build a statistical ICP:
- Gather demographic data from current buyer base
- Supplement with market research as needed
- Identify demographic traits that correlate to customers
- Compile traits into a detailed ICP profile
- Prioritize need-to-have traits over nice-to-haves
A fictional ICP for an HR SaaS aimed at small businesses may look like:
- Industry: Professional services, healthcare, retail
- Company size: 10-100 employees
- Location: USA
- Title: HR manager, office manager
- Authority: Purchasing decision maker
- Age: 30-45 years old
- Revenue: $1-10M
Notice this goes well beyond basic demographics to include valuable behavioral data like job titles, authority, and revenue.
Create Detailed Buyer Personas
Your ICP provides a statistical overview of your ideal customer. Now segment this aggregated data into specific buyer personas.
Buyer personas help sales teams tailor messaging and content to the unique motivations, challenges, and goals of different prospect segments.
Primary: HR Manager at 50 person services firm
Secondary: Office Manager at 20 person healthcare clinic
Construct more granular personas as needed. For example, you may have personas for specific industries, authority levels, company sizes, and so on.
Each persona should detail:
- Job title and high-level traits from ICP
- Responsibilities and goals
- Pain points and challenges
- Common objections
- How they research solutions
- Preferred channels and content types
This in-depth view allows sales and marketing teams to engage prospects in a highly personalized way.
Determine Your Prospect’s Awareness and Temperature
Now that you’ve identified your ideal prospects, segment them based on their level of awareness of your brand. This determines how warm or cold a lead is and the appropriate sales approach.
Prospect Temperature Levels
Little to no brand awareness. Still learning about the problem.
Some brand awareness. Understands problem but still researching.
High brand awareness. Ready to purchase.
Tailor your sales process and messaging appropriately for each temperature level.
- **Cold **- Focus on building awareness of the problem you solve. Use more broad, educational content.
- Warm – Highlight your brand as a preferred solution. Send focused content like case studies and demo offers.
- Hot – Make closing the deal a priority. Emphasize value, pricing, and next steps.
You can determine temperature through:
- Lead scoring models
- On-site behavior
- Form completions
- Content downloads
- Email engagement
- Direct outreach
Automation tools can help segment and route leads based on activity and temperature.
Identify Decision Makers
Your sales reps will be most effective if they are talking to decision makers as early in the process as possible.
When researching leads, identify:
- Who makes the final purchasing decision?
- Who influences the decision process?
- What is the chain of command for purchase approval?
Ideally decision makers will be clearly documented through their titles and LinkedIn profiles. If unclear, ask prospects directly about the decision process.
Get all key players included in correspondence and meetings from the start. Nothing slows a deal down more than having to revisit conversations with new stakeholders.
Map Your Sales Process
With your ICP, personas, temperatures, and decision makers defined, map out your sales workflow from lead to customer.
A detailed sales process covers:
- Stages from first contact to close
- Transition criteria for advancing leads
- Messaging strategies tailored to temperature
- Common objections and how to address them
- Content recommendations for each stage
- Sales tools for execution
This creates a blueprint for consistent execution across your sales organization.
Develop Inbound and Outbound Prospecting Strategies
Now that you know exactly who you want to target, it’s time to actually find them and engage. This requires both inbound and outbound prospecting strategies.
Inbound attracts leads by creating valuable content and experiences your ideal buyers seek out on their own. This includes:
- Content marketing – Blog posts, guides, webinars, etc. optimized for keywords your prospects use.
- SEO – Improve site visibility in search engines for relevant buyer keywords.
- Social media – Share engaging content and participate in communities your audience interacts in.
- Paid advertising – Pay to promote your content on platforms like Facebook and LinkedIn.
- Trade shows and events – Position your brand as an authority via speaking engagements and networking.
Quality inbound content tailored to your ICP builds brand awareness and trust over time. It provides a steady source of warm leads coming to you.
While inbound is great for warming up leads, sales teams need outbound tactics to actively pursue prospects when pipeline needs a boost.
Common outbound strategies include:
- Email outreach – One-to-one emails, drip campaigns, etc.
- Cold calling – High quantity calling focused on quality conversations.
- Direct mail – Physical postcards, brochures, gifts sent to prospects.
- Social selling – Leveraging social media networks to identify and engage prospects.
- Paid ads – Paying to promote offers on search engines, social media, etc.
Outbound is effective for generating more immediate pipeline, but requires more effort per lead. Use outbound to hit monthly targets and inbound for continual awareness.
Start With “Low Hanging Fruit”
When executing your sales targeting plan, begin with prospects requiring the least effort to convert:
- Existing customers – Upsell or cross-sell new solutions to customers who already like your brand.
- Referrals – Warm introductions from satisfied customers carry built-in trust.
- Inbound leads – By requesting info, inbound leads already expressed interest.
These familiar, “sales qualified” leads are the easiest targets for both proving and improving your process.
As your ideal customer profile and sales process matures, gradually spend more effort on net new customers. But keep mining your goldmine of existing relationships.
Continuously Analyze Data and Optimize
Sales targeting is a dynamic, ongoing process. Analyze lead intelligence, campaign metrics, and pipeline trends to constantly refine and improve.
Closely monitor KPIs like:
- Lead response rate
- Contact to opportunity rate
- Sales cycle length
- Close rates by stage
- Customer acquisition costs
- Customer lifetime value
Regularly assess if your ICP, personas, content, and processes are producing optimal results. Make incremental changes, measure impact, and scale what moves the revenue needle.
Improving your sales targeting strategy takes dedication but ensures consistent pipeline into your sales funnel.
Key Takeaways for Building a Sales Targeting Strategy
- Thoroughly research and document your Ideal Customer Profile (ICP)
- Translate ICP data into actionable buyer personas
- Map out your complete sales process from lead to customer
- Assess and segment prospect temperature levels
- Develop integrated inbound and outbound prospecting strategies
- Start with your warmest, most familiar prospects
- Continuously evaluate program data and optimize
An accurate, data-driven sales targeting strategy empowers your sales organization to have mindset-shifting conversations that convert high-value prospects into loyal customers.
Sales Targeting Methods, Tools, and Software
Technology and software have opened up game-changing possibilities for identifying and engaging with targeted prospects. Here are some of the best tools and platforms for executing an effective sales targeting strategy:
List Building and Contact Data Platforms
List building tools empower sales teams to quickly build customized, targeted prospect lists on-demand. Rather than manually compiling piecemeal data, these tools leverage vast databases to generate complete lead contact info in minutes.
- Search databases of millions of businesses
- Customize criteria like title, industry, revenue
- Download lead lists ready for outreach
- Integrate with sales workflow tools
- Continuously enrich existing data
These tools are ideal for kickstarting prospecting campaigns when you need to generate fresh leads at scale.
Some top options include:
- UpLead – User-friendly platform to search vast company database and export custom lead lists. Offers real-time email verification.
- ZoomInfo – Robust search tools combined with AI-powered data enrichment. Integrates tightly with sales automation workflows.
- Seamless.AI – Advanced filtering and list exporting combined with built-in email verification.
- LeadIQ – Chrome extension that identifies contacts while browsing LinkedIn. One-click lead and list exporting.
These tools can identify net new prospects that match your ideal customer profile and sales targeting criteria. They help expand your reach beyond existing networks.
Contact Data Enrichment Platforms
In addition to finding new prospects, leveraging a contact data enrichment tool improves the quality of leads you already have. These solutions fill in missing details and continuously update your existing CRM or database with accurate contact info.
Key enrichment features:
- Upload databases and enrich with missing fields
- Append data like titles, emails, phone numbers
- Get alerts when your data becomes stale
- Identify outdated or invalid records
- Integrate with your CRM and sales tools
This helps keep your lead data clean and up-to-date so reps can connect with high-value prospects.
Top enrichment solutions include:
- DiscoverOrg – Industry leading B2B data resource used by Fortune 500s. Offers deep company and contact data.
- ZoomInfo – All-in-one data enrichment and list building platform powered by AI matching.
- Seamless.AI – Upload databases to append missing fields and verify data.
- UpLead – Platform for one-off enrichment as well as list building and verification.
Maintaining accurate, up-to-date prospect data ensures you can capitalize on your highest potential leads.
Intent Data Services
Intent data tracks online signals that identify audiences actively exploring solutions like yours. This enables sales teams to connect precisely when prospects are evaluating purchases.
Intent data helps you:
- Identify high-intent prospects from their online activity
- Understand stage in the buyer’s journey
- Deliver targeted, timely messaging
Signals that indicate purchase intent include:
- Visiting pricing or competitor pages
- Clicking on related ads or content
- Researching relevant keywords
- Downloading related content
- Requesting demos
Some top intent data platforms include:
- 6sense – Uses AI to analyze billions of intent signals and quantify account buying stages.
- Bombora – Identifies businesses showing spike in content consumption topics relevant to your solution.
- Demandbase – Tracks site behavioral signals to target high-intent accounts and buying groups.
- TechTarget – Leverages 120+ intent sites to connect with enterprise prospects demonstrating active interest.
Intent data helps sales teams spend time only on warm prospects showing signals they’re ready to engage.
Marketing Automation and CRM Systems
Marketing automation and CRM platforms provide sales teams powerful tools for executing targeted campaigns and tracking prospect engagement.
They provide capabilities like:
- Build campaign workflows to automate multi-touch outreach
- Track prospect behavior and score leads
- Route leads automatically based on activity and score
- CRM to store and manage all prospect data
- Email productivity tools like tracking and templates
- Integrate with other sales tech stack
Some popular platforms:
- HubSpot CRM – User-friendly CRM with wide range of marketing automation features for SMBs.
- Salesforce – The 800-lb gorilla CRM with robust segmentation, workflow automation, and analytics.
- Outreach – Specialized sales engagement software with sequence automation and VoIP calling capabilities.
- Marketo – Best-in-class B2B marketing automation adept at lead nurturing and scoring.
These tools provide sales teams turnkey solutions to apply orchestrated, targeted outreach at scale.
Social Media Tools
Platforms like LinkedIn have become prime channels for targeted social selling. Social media tools help salespeople optimize their presence and engagement.
Key social media sales features include:
- Identify and research prospects on networks
- Expand network with targeted connection requests
- Join and participate in relevant industry groups
- Share insightful content to warm up prospects
- Leverage paid social advertising
- Track engagement and lead activity
Top social selling solutions:
- LinkedIn Sales Navigator – Paid subscription LinkedIn tool for prospecting, outreach, and network expansion.
- Socedo – Prospecting automation for LinkedIn outreach at scale. Handles follow-ups and messaging.
- Buzzstream – Ideal for teams conducting large-scale LinkedIn outreach like staffing firms.
- Nimble – Builds and enriches your social CRM using public social profile data.
A social selling strategy focused on your ICP helps sales teams network with the right people.
Email Tracking and Analytics
When executing targeted email outreach, email tracking and analytics tools provide sales teams visibilty into what content and messaging is resonating with each prospect.
Key email tracking features:
- See who opened your emails and when
- Track links clicked in emails
- Follow file attachments accessed
- Monitor email reply rates
- Integrate with your CRM or sales tools
- Sales productivity addons and templates
Top platforms include:
- Outreach – Robust email tracking tightly integrated into sales engagement workflow.
- Yesware – Email tracker purpose-built for sales teams withCRM syncing.
- MailTrack – Lightweight email tracking and analytics solution.
- GetNotifyd – Free email open tracking via Chrome extension with basic reporting.
When it comes to refining messaging and collateral, data-driven email tracking provides a wealth of customer intelligence for sales teams.
Cold Calling and Emailing Tools
Targeted cold outreach via both calling and email remain staple sales prospecting tactics. Specialized tools optimize and scale outbound processes.
Key prospecting automation features:
- Upload lead lists for one-to-many outreach
- Multi-channel campaigns with email and voice
- Pre-written templates and messaging
- Click-to-dial integrated calling
- Lead response and activity tracking
- Sales analytics and optimization
Leading cold outreach solutions include:
- Outreach – The cadence-driven prospecting platform purpose-built for closing revenue.
- Salesloft – CRM-agnostic sales engagement all-in-one platform with outbound automation.
- Groove – Shared inbox and helpdesk with built-in sales workflow automation.
- Mailshake – Easy-to-use cold email automation with tracking and analytics.
Purpose-built outbound automation streamlines properly positioning top prospects through targeted, persistent outreach.
Key Takeaways on Sales Targeting Tools
- List building and enrichment tools quickly generate targeted, actionable prospects.
- Intent data services help identify accounts demonstrating active buyer signals.
- CRM and marketing automation provide platforms for executing orchestrated campaigns.
- Social media tools optimize prospecting and engagement on networks like LinkedIn.
- Email tracking gives insight into top performing messaging and collateral.
- specialized calling and emailing tools automate targeted outreach at scale.
An integrated martech stack gives sales teams the data and execution capabilities needed for disciplined sales targeting.
The wide range of sales targeting tools available today provide immense advantages for honing in on your ideal buyers and communicating with them effectively. But technology alone isn’t enough. Next we’ll explore how to measure and optimize the impact of your sales targeting efforts.
How to Measure and Evaluate Your Sales Targeting Results
The best sales targeting strategies are dynamic, not set in stone. To improve over time you need to closely monitor program data and trends.
Focus on these essential metrics to gauge what’s working, what’s not, and where to take corrective actions.
Response, Contact, and Appointment Rates
The top of your sales funnel metrics show how well your targeting efforts are yielding engaged prospects.
- Lead response rate – % of prospects expressing initial interest via form fills, content downloads, email opens, etc.
- Contact rate – % of leads sales has actively contacted and introduced your solution.
- Appointment rate – % of contacted leads agreeing to a discovery call, demo, or meeting.
- Lead response rate: 2-5% average
- Contact rate: 50-60% average
- Appointment rate: 20-30% average
If these metrics fall significantly below industry averages, it indicates your targeting strategy needs refinement to improve the inbound lead source.
Segment by channel, persona, content asset, etc. to identify what’s resonating best with your ICP. Expand efforts on top performers.
Sales Velocity and Cycle Length
Sales velocity metrics show how quickly leads are progressing into sales opportunities and closing business.
Key velocity metrics:
- Sales accepted lead lag time – Average time for marketing qualified leads to be accepted by sales.
- Time to reach prospect – How quickly sales makes first contact attempt with new leads.
- Sales cycle length – Average time from first contact to closed deal.
- Lead acceptance: 24-48 hrs ideal
- Time to prospect: 1 hr – 1 day ideal
- Sales cycle: 1 week – 3 months average
Faster sales velocity indicates your targeting strategy is dialed into your prospect’s buying journey. Assess any sticking points causing delays.
Customer Acquisition Costs
Customer acquisition cost (CAC) is the total sales and marketing spend required to acquire a new customer. This measures the targeting efficiency of your go-to-market programs.
Total sales & marketing costs / Total new customers
- SaaS – $120-$250 CAC ideal; up to $500 acceptable
- Ecommerce – $20-$40 CAC ideal; up to $100 acceptable
If CAC creeps up, it means your prospecting and conversions are becoming less efficient. Refine targeting to reduce waste.
Customer Lifetime Value
Compare CAC to customer lifetime value (CLV) to ensure sales targeting drives profitable business.
Average Order Value X Purchase Frequency X Customer Lifespan
- SaaS – 3-5x CAC ideal
- Ecommerce – 5-10x CAC ideal
CLV well above CAC indicates healthy unit economics. If CAC approaches or exceeds CLV, your sales strategy needs adjustment.
Sales Quota Attainment
Ultimately, sales targeting aims to enable consistent quota achievement. Tracking attainment shows real pipeline impact.
- % of reps achieving annual quota goal
- Average % of annual quota attained
- % attainment: 80-90%+ ideal
- % reps on quota: 60-80% ideal
Poor attainment means your targeting fails to arm reps with enough quality leads. Analyze results by persona, channel, GEO, etc. to identify weak points.
Key Takeaways for Measuring Sales Targeting Effectiveness
- Lead response, contact, and appointment rates show prospect engagement.
- Sales velocity and cycle length demonstrate process efficiency.
- Customer acquisition cost quantifies prospecting spend versus value.
- Customer lifetime value validates deal profitability.
- Sales quota metrics determine real pipeline and revenue impact.
Regularly evaluating these metrics helps sales leaders double down on what works and course correct elements of targeting that fall short.
The data gleaned from sales targeting analytics provides immense opportunities to connect with your best fit prospects in the most compelling ways. Let’s wrap up with key learnings to keep top of mind.
Keys to Success with Sales Targeting
Like any strategic sales initiative, there are core elements that determine the success or failure of your targeting efforts. Keep these best practices top of mind:
Adopt a Data-Driven Approach
Effective sales targeting in today’s digital landscape is impossible without a data-driven approach. As discussed earlier, leveraging tools to capture and analyze prospect signals and campaign metrics is a must.
Prior assumptions about your audience need to be validated with hard data. Campaign decisions should be rooted in statistical evidence, not gut feelings.
A data-driven approach also means a culture focused on results analysis and accountability. Teams should be comfortable having transparent conversations about what the numbers say is working versus guesswork.
Lean on Detailed Personas and Mapped Sales Processes
We’ve covered the importance of thorough buyer personas and mapped sales processes already. But it’s worth emphasizing again how critical these frameworks are.
Your personas and sales process map serve as reliable guides that your entire revenue organization can align around. They create clarity on the most effective pathways to engage each prospect segment.
And they provide guardrails to streamline execution and prevent decisions based on bad habits or outdated assumptions.
Employ Both Inbound and Outbound Campaigns
The most successful sales targeting strategies utilize both inbound and outbound prospecting for a balanced lead mix.
But this only works if campaigns on both sides are coordinated and integrated. Otherwise data is siloed and insights are lost.
Align your inbound marketing and outbound sales teams to share intelligence and optimize targeting continuously across channels. Avoid operating as disjointed departments.
Set Clear KPIs and Goals
We covered key sales targeting metrics earlier. These aren’t just nice-to-have reports – they should be clearly defined KPIs that both marketing and sales teams rally behind.
Set specific benchmark goals around response rates, sales velocity, deal profitability, and quota attainment. And put plans in place to achieve those goals.
Tracking and analyzing KPIs should trigger actions to replicate positive results and course correct underperformance.
Relentlessly Test and Optimize
Sales targeting is never “set it and forget it.” The most successful organizations view it as an ongoing optimization engine.
They are constantly A/B testing campaign content and approaches. They analyze prospect engagement data. They regularly revisit targeting criteria as new insights emerge.
This testing mindset prevents sales targeting from becoming stale and reactive. It enables teams to stay proactive adapting to market changes.
Key Takeaways for Sales Targeting Success
- Anchor your strategy in statistical data and analytics.
- Leverage personas and sales maps to standardize execution.
- Employ coordinated inbound and outbound campaigns.
- Set specific KPI goals and rigorously track performance.
- Continuously test and refine all elements of sales targeting.
Following these best practices will ensure your sales targeting strategy delivers maximum pipeline and revenue.
But even armed with the best strategy, there will inevitably be questions and uncertainties. Let’s discuss some of the most common sales targeting FAQs.
FAQ About Sales Targeting
Let’s wrap up with answers to some frequently asked questions about sales targeting:
What industries benefit most from sales targeting?
Sales targeting can improve results for any B2B, B2C, or D2C business. But companies selling complex, high-value products to longer sales cycles see the most dramatic gains.
Examples of industries that excel with sales targeting:
- Business services
- Financial services
Really any industry with considered purchases stands to gain from sales targeting strategies. Even simpler businesses benefit from targeting done right.
Is implementing sales targeting expensive?
The costs to build an effective sales targeting approach are reasonable compared to the revenue gains. Expect budget needs for:
- Software/tools – $50 – $300 per user per month
- Marketing team – In-house or agency costs
- Sales reps – Payroll costs
- Lead enrichment services – ~$10-20 per lead
Factor these budgets into your CAC and CLV benchmarks. The long-term ROI from sales targeting far outweighs the investment.
And many tools offer freemium versions to try before you buy. Start small and scale costs along with your capabilities.
What are signs your sales targeting is working well?
You’ll know your strategy is succeeding if you see metrics like:
- Shortened sales cycles
- Increased lead-to-customer %
- Higher sales velocities
- Lower customer acquisition costs
- Improved win rates by rep and segment
- Higher quota attainment
Sustained gains over time across these KPIs indicate your targeting efforts are paying dividends.
Key Takeaways – Mastering Sales Targeting
Sales targeting is a strategic process that fuels predictable revenue growth when done right. Here are the key takeaways:
- Sales targeting identifies your ideal customers and how to effectively engage them. It goes beyond basic demographics to truly understand your best-fit prospects.
- An accurate sales targeting strategy generates more qualified leads, shortens sales cycles, and improves marketing ROI. It provides a better experience for customers as well.
- Build a factual Ideal Customer Profile (ICP) using data on current customers and market research. Translate this into detailed buyer personas.
- Map out your entire workflow from prospecting to customer onboarding. Outline transition criteria, objections, content, and tools.
- Develop integrated inbound (content, SEO, social) and outbound (calls, email, events) prospecting strategies tied to your ICP.
- Leverage sales technologies like list building tools, email tracking, and sales engagement software to execute campaigns.
- Closely monitor marketing and sales metrics to continuously refine your targeting approach. KPIs include response rate, sales velocity, deal profitability and more.
- Adopt a data-driven culture focused on results analysis and optimization. Avoid assumptions or outdated ideas about your prospects.
- Be relentless about testing campaign variations and expanding upon what proves to engage your best targets.
With these fundamentals cemented, you have a framework for consistent pipeline growth and sales success. Mastering sales targeting is a journey requiring dedication, creativity and analytics. But the long-term rewards are immense for organizations that embrace it.
Frequently Asked Questions
What is sales targeting?
Sales targeting is the strategic process of identifying, researching, and engaging your ideal customer prospects. It goes beyond basic demographics to build detailed buyer personas. Sales targeting aims to generate qualified leads and shorten sales cycles.
What are the main benefits of sales targeting?
The main benefits of an effective sales targeting strategy include:
- Increased percentage of prospects that convert to sales
- Faster sales cycles and higher sales velocity
- Improved marketing ROI from targeted campaigns
- Higher customer lifetime value and lower churn
- Better experience for prospects throughout the sales funnel
- More empowered sales teams with quality lead flow
How do you identify your ideal prospects?
Start by analyzing your existing customer base for common demographic, firmographic, and behavioral traits. Supplement with market research on your industry and competitors. Build a statistical Ideal Customer Profile (ICP) that summarizes your perfect prospect. Then create detailed buyer personas that segment the ICP further.
What tools help with sales targeting?
Essential tools include list building platforms, data enrichment services, intent data services, CRMs, marketing automation, email tracking, sales engagement software, and more. Leverage technology for both executing campaigns and analyzing performance.
What metrics determine sales targeting success?
Key metrics include prospect lead response rate, sales velocity and cycle length, customer acquisition costs, customer lifetime value, and sales quota attainment. Regularly monitor KPIs to optimize strategy.
How can you improve sales targeting over time?
Continue testing campaign variations and expanding on what engages your best prospects. Maintain an optimization mindset, relying on data-driven decisions instead of assumptions. Keep researching your audience and refining personas. Evaluate new prospect sources and outreach channels.
What goes into a sales targeting strategy?
Core elements include buyer research, integrated inbound and outbound prospecting strategies, mapped sales workflow, supporting technologies, and KPI goal setting and monitoring. Coordination between marketing and sales is critical.
Is sales targeting primarily for B2B companies?
No – both B2B and B2C organizations benefit from sales targeting. Tactics may differ, but the same principles apply in understanding your audience and engaging them effectively. D2C brands can target prospects likely to embrace their mission and community.