How To Do B2B Audience Research The Right Way

Without this foundation, marketing efforts often become scattered experiments that waste budget and time. It’s essential to map this information when creating a marketing strategy — grab HubSpot’s free competitive analysis template to get started. So it’s no surprise that 61% of marketers are planning to increase their organic marketing efforts on LinkedIn.

You can filter ICPs through the total addressable market and start growing your target market in different niches. With the right approach, you’ll build trust, foster relationships, and turn prospects into loyal customers. Buying group dynamics within target accounts, such as specific job functions and information needs, are also critical for creating a precise target audience. Layer on intent data and real-time research signals to identify prospects who are actively evaluating solutions in your category—that’s your key account list.

They often guide how marketers craft messages that resonate with specific target audiences. Beyond data collection, Brandwatch offers expert analysis and strategic guidance to help you make informed decisions. Whether you want to test new products, refine messaging or assess market opportunities, the right data helps you make informed strategic decisions. Key decision-makers at the world’s leading brands share why they find EMARKETER research so critical to their operations.

Stop wasting ad spend. Start proving impact.

This further highlights the unique value proposition and benefits that a product or service can offer to their business operations. These individuals play a crucial role in the purchasing process and are the primary audience for B2B marketing efforts. Abstrakt is a leading outsourced sales and marketing company that empowers small to medium-sized businesses to fill their sales pipelines with prospects and qualified leads, resulting in high-converting sales meetings.

The common thread across all these mistakes is treating audience targeting as a static, set-and-forget exercise. A "Director of Marketing" at a 50-person startup has completely different decision-making authority than a "Director of Marketing" at a 5,000-person enterprise. A CTO might see your ad, but if the engineering manager doing the technical evaluation has never heard of you, you're starting from scratch in the one conversation that matters most. This is the most common mistake and the one with the biggest financial impact. By the time the problem surfaces in a pipeline review, months of spend have already been misallocated.

How long do users spend on the page, and how far down do they scroll? According to HubSpot's 2024 State of Marketing report, only 65% of marketers have high-quality data about their target audience. Consumers have unique values that impact how they live their lives and which brands they monetarily support.

• You may be surprised to learn that’s the top reason people say they use the platform.
• Segmentation and personalization at scale are game-changers for B2B marketers using AI to boost engagement and conversion rates.
• Weighting allows you to allocate more budget to better-performing ads and less to poorer ones.
• When you know what problem your product or service solves, you can market it more effectively to the right audience.

Custom segments allow you to group users based on common attributes and behaviors so you can cater content and offers directly to their needs. To break through, brands must now take a more refined approach by identifying and targeting high-value segments within their audience. This lack of precision and audience analysis can cost brands real money and wasted ad spend.

Optimize Marketing Spend

The platform’s mixed-panel approach and unmatched data training ensure accuracy from your consumer insights by combining machine learning and human research analysts. Whether you need fast survey results, in-depth qualitative research or AI-driven analytics, choosing the right partner makes all the difference. Find out how EMARKETER research, data and insights empowers you to make informed strategic decisions for your company and teams.

Identifying your target audience starts with creating profiles of your ideal customers. We’ll highlight two examples to demonstrate how a sportswear company’s marketing team might evaluate, segment and approach its target audiences. Brands that understand these motivations can create far more effective campaigns and generate a higher marketing ROI, but that starts with identifying the right target audiences.

Too many B2B marketers use the term “target market” and “target audience” interchangeably, but they’re actually two different concepts. One of the B2b target audience analysis most common questions we hear from marketers is “how can I improve my email open rates? You can also research your competitors and their customers, and look for gaps and opportunities in the market.