B2B Marketing – Concentrating Effort for maximum efficiency

David Primrose, Director of Market Research, recently undertook a business to business survey for a professional services firm.  They were frustrated that they could not make any inroads with a specific target client and wanted to know why.  The research revealed that the potential client had a culture and process that meant they would never use that type of professional services firm.  This meant that we were able to advise our client that time and effort spent with their potential client was going to be time wasted and they should concentrate their efforts on clients more open to their specific service offering.  The truth may not always be what you want to hear but it can help to save you money.