Marketing Foundations: Targeting

26mIntermediate2018-06-06

Authors

Luan Wise

B2B marketing experience across agency, client-side, and consultancy roles

Course details

Explore the world of customer targeting and how it can help you find and keep the best customers. In this course, marketing expert Luan Wise covers key concepts and practices that can help you use targeting to successfully connect with your audience. Luan discusses the unique characteristics of both business-to-consumer (B2C) and business-to-business (B2B) customers, what influences the buying decisions of these customers, and how to reach B2C and B2B audiences. She also covers buyer personas, explaining how to create and leverage personas in your marketing.

Learning objectives
Understanding different types of customers
Key benefits of targeting for marketers
Understanding B2C and B2B customers
How to reach B2C and B2B customers
Creating a buyer persona
Using buyer personas to drive decisions

Skills covered

Marketing StrategyMarketingDeep Dive (X:Y)

Concepts

0. Introduction

01 - Welcome

1. An Introduction to Targeting

02 - The importance of knowing your customer
03 - Types of customers
04 - The benefits of targeting

2. Target B2C Audiences

05 - The B2C customer
06 - B2C customer characteristics
07 - Factors that influence the B2C customer
08 - How to reach your B2C customer

3. Target B2B Audiences

09 - The B2B customer
10 - B2B customer characteristics
11 - Factors that influence the B2B customer
12 - How to reach your B2B customers

4. Buyer Personas

13 - What is a buyer persona
14 - How to create a buyer persona
15 - Buyer persona examples
16 - How to use buyer personas in your marketing

Conclusion

17 - Next steps