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Targeted Marketing Benchmarks
I'm trying to identify a metric that illustrates the success rate of target marketing vs blanketed marketing to present to our business partner audience at an upcoming conference (e.g. You can increase your response rate by XX% if you target your marketing efforts and lists by buyer persona, title, etc.) Thank you for your help!
For industry benchmarks, I always turn to the folks at Marketing Sherpa.
They publish an annual report called the Business Technology Marketing Guide. The 2008 report won't be available until next month, but I spent some time with the 2007 report, trying to find any study related to your question. Unfortunately I found nothing. However, you might want to purchase the 2007 report to see if there are any other metrics that would impress your audience.
Alternatively, I'd demonstrate the power of the idea itself by putting your audience through a role play. Just select a couple of examples of well-targeted and poorly targeted marketing from your own junk mail, focusing on products or services that your audience will understand. Then tell the participants to imagine that they are in the market for this type of solution, and ask them which of these they would find most engaging. This approach has the additional advantage of being a "story," and stories are often more influential and memorable than statistics.
Answered by Adele Revella
