While it may be tempting to cast the widest net possible when trying to attract new customers, this may not actually deliver the most—or the best—prospects. Today, growing your business doesn’t mean throwing a bunch of marketing dollars at generic campaigns and seeing what sticks; it’s about targeting the most ideal prospects in order to bring in well qualified, high-propensity leads from the start. A well crafted targeting strategy not only helps you cut down on the effort (and cost) required to find qualified leads while starting them farther up your sales funnel, but does double-duty by helping you hone in on the characteristics, needs, and buying processes of your ideal customers. With well-defined personas and segments, you can approach the right prospects with most relevant offers at the right time and increase the likelihood of closed deals.

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