Mark Osborne says marketers should focus resources on audiences already vocal about an issue, not spread effort across indifferent groups. Target the people and organizations that care and are talking about it. You'll get more impact with limited budget.
And so by not focusing your marketing efforts on those and instead putting your, you know, somewhat limited resources— we don't have infinite checkbooks— on those that do care about it and that are making public statements about it, or that, you know, are getting, you know, sort of challenging publicity around it, you can really sort of focus your efforts on the places you have the biggest opportunity.
How Can You Maximize Your Business Value Before Selling? with Randy Katz Video
