How Do You Go To Market? Have You Tried STP?

By John Hogg


Blog Enlighten IC

Going to market can be as simple as S. T. P.

 A big issue for B2B marketing success is going after the right market. Too often we fall into the trap of following anecdotal evidence to chase down a market and then find out something isn't quite working and it wasn't right for us in the first place!

Instead of following these loose anecdotes and gut feelings, if we have a good plan in place with solid objectives, we need to look at our overall market and carve it up into a series of relevant Segments. This will allow us to hone in on the segments, that our analysis has told us, will have a higher propensity to respond to our marketing message.  We will be less blunderbuss and more rifle fire with our marketing communications - and it will save us money too!

Having chosen our Target segments we need to understand a bit more about them and find out what makes them tick. This knowledge (profiling) will help us to refine our marketing in order for it to be more relevant for our prospective customers. If our marketing is trying to say the right things to the right people it will be more effective than trying to come up with a one size fits all model.

… and by doing this well through our marketing communications we will be well on our way to Positioning our product/ service as the ideal choice for prospective customers to purchase.

Have you ever used STP or do you use any other models for marketing success? Why not give STP a go and see how it can help to refine your marketing and bring more marketing success to your business.

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John Hogg Enlighten IC

John Hogg

John is managing director of Enlighten IC and has been involved in legal marketing and technology marketing for over 25 years. He is passionate about how an inbound approach to marketing can help firms to drive leads and grow their business.

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