B2B marketers spend a lot of time on marketing strategies, events, webinars, new marketing technologies and applications and a lot more. But as they execute all their campaigns, one aspect that ends up playing the biggest part is the list or segment of contacts who they target. If all their strategies, content and nurturing is not relevant to the contacts who are at the receiving end, then you have a big fail written all over the campaign.

So relevance must be considered and given a lot of attention and importance.

Relevance usually has a lot of dimensions. So you want understand what type of contacts you are looking to reach and with what message and build a list accordingly.

Not doing so has a big price.

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