Mark Osborne explains why targeting specific accounts beats broad marketing. When you know what an account needs and face fewer competitors for it, you gain a real edge over companies casting wider nets.
You know, and we just think about trying to win business from someone else. Generally speaking, you know, if you're competing against a competitor and you know they're in a particular account, that gives you a huge advantage because number one, you know what the account's buying. So you're only competing against one other competitor. Whereas if you're doing, you know, a very broad marketing campaign, you compete against everyone in the market.
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