By Josh Baez, Engagement Manager at Heinz Marketing
As B2B marketers, understanding our target audience is essential to every single thing twe do. Our audience influences the content we create, the messaging we write, the products we help bring to market — everything. And without a clear sense of who we’re targeting and why we’re targeting them, the work we’re doing is little more than random acts of marketing — screaming product pitches into the void hoping that someone, somewhere, answers back.
Yet all too often organizations lack the necessary details around their target audience to be able to actually do anything meaningful, leaving marketing teams to fend for themselves when it comes time to “launch a campaign,” and audiences overwhelmed with woefully underwhelming marketing experiences.
As an agency marketer, this situation is even harder to get out of. That situation where all we have to go off of are titles — maybe
