Mark Osborne walks through how a marketing team found the right buyers for an energy-saving product by identifying who actually cared about efficiency and could make purchasing decisions. They targeted those specific people with messaging about a three-year savings benefit, and the campaign worked.
Our client had a unique benefit in terms of energy saving that lasted for probably about 3 years. And we really made hay during those 3 years because we understood what those accounts wanted. And we got to the people who really cared about it and talked about why they should pick our client's products. And so the client did really well, really happy, great campaign. And that was through understanding a real need and then going and targeting the people who are going to make that decision.
How Can You Maximize Your Business Value Before Selling? with Randy Katz Video
