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Key Takeaways If your target buyers aren’t responding to your marketing, the problem usually comes down to one of four things.
You’re targeting too broadly, you’re describing your product instead of the problem your buyer wants solved, buyers don’t have enough confidence to act, or you’re answering questions your buyers aren’t asking.
To find out why your buyers aren’t responding, start with five to 10 conversations with people who fit the target audience but have different relationships with the company. Then, look across them for patterns.
If the right buyers are seeing your marketing but not responding, the problem usually comes down to one of four things: You’re targeting too broadly, talking about the wrong problem, failing to build enough confidence or answering questions your buyers aren’t actually asking.
The temptation is to fix the problem by publishing more content, increasing ad spend, changing channels or rewriting the homepage. Any of those might help, but they are only possibilities. Before choosing one, you need to understand why the people you want to reach aren’t paying attention or taking action.
So if your target buyers aren’t responding, I would first look at whether your core marketing assumptions about your audience and their problems are actually correct.
1. You’re targeting a market, not a specific buyer with a specific problem
One of the easiest ways to weaken B2B marketing is to define the audience correctly on paper but too broadly in practice.
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