Unless you have an unlimited marketing budget, you’re probably focused on using the amount you have as wisely as possible. The best way to aim for high engagement and conversion rates is to create a highly targeted list of prospects. There are three factors to consider in this process: the adoption curve, buyer’s journey, and channel mix. Below are definitions for each one: 

  • Adoption curve: We all know folks who are among the first to get the very latest smartphone or gadget, even before there’s a track record the technology will deliver on the hype. We call these people “innovators”; they are quick to see and get on board with a disruptive technology. “Early adopters” tend to follow suit, after they see traction beyond the buzz. The “late majority” segment follows next, and as the term implies, are late to the product party; they are often driven by price. If your product is new, you may want to target innovators with a soft launch to get their feedback, before you officially launch to a wider audience. With each adoption segment, you need to address their specific pain points and needs to communicate with them as effectively as possible. 
  • Buyer’s journey: Not everyone will be in the same place when it comes to knowing your industry and company. For example, if someone’s just learning about you, they’re most likely at the awareness stage, so your communications will likely need to take a more educational angle. 
  • Channel mix: It’s important to consider where you conduct your outreach so you use the right channel mix for your marketing campaigns. For example, a list of prospects that are mostly Baby Boomers will prefer a phone call or email as their first choice of communication, while Millennials tend to prefer more texts or social chat. (As data on your marketing campaigns roll in, you’ll confirm those assumptions—rooted in our own historical data—or disprove them.) 
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