Audience targeting is also a core function of a product marketer. Lead and pipeline generation relies on targeting the segments that most need the products.

My journey with audience targeting started at ABM. Here we launched our EnhancedClean product. While my teammates worked on the initial audience targeting and narrowed it down to customers in states where reopening was most likely, I had to narrow that demographic down to by other segmentation and behavior criteria to target the right contacts.

To do this, it’s important to work with other internal groups. I worked with sales to find which exact companies to go after. We narrowed the audience down by Annual Revenue and Employee Count to approximate square footage.

Another part of segmentation is getting quality data. This is especially important for lead generation, yet even customer accounts need up-to-date data or other job title targeting.

I was able to use ZoomInfo to pull the demographic criteria as well as the intent data (companies searching for certain products/services) to find the right audience for targeting.

Our EnhancedClean product launch was a success. I know that correct targeting played a big role in the success. This experience helped with my targeting strategy over the years.