Audience matters in any form of marketing. And when it comes to Business-to-Business marketing which deals with marketing of products to businesses or other organizations for use in production of goods, for use in general business operations, a good subscriber base is crucial.

Content Marketing Institute columnist Jeff Herrmann has shared three steps to help marketers analyse and understand their B2B audience.

Herrmann says, “Today, smart marketers operate like niche media publishers, forgoing a massive but unresponsive email database in favor of a possibly smaller but more engaged audience.

If your goal is a more valuable audience, it makes sense to use proven audience measurement methods to better understand the size, composition, and preferences of your audience.

Understand who is on your email list

To convert the names in your database into an engaged audience, you first must understand who is behind those names. You want to consider demographic, “firmographic,” and behavioral factors because no single factor tells all about a person”.

How to Better Understand the Size and Composition of Your B2B Audience

Content Marketing Institute

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