Choose a Customer Segment
Before starting any digital marketing, it’s important to identify the customers that you will be targeting using digital marketing. In the case of GroupRevMax, we are a B2B SaaS product or Hotels, so our audience was going to be hoteliers. That works for a segment, but to gain more value for money, we wanted to narrow it down further. To do that, we had to analyze two things, who the product helps within the hotels and who the decision makers are. In our case, the product helped sales be more efficient and generate more revenue, so our target was sales & revenue leaders in hotels. Analyzing decision makers, we found that IT leaders of hotels were approvers and even introducers of software products to hotels, so we added them too.