In my first sales/marketing role in a start-up BU inside a small business, I had to launch a new product with very limited resources (the data sheet printing was a large expense 🙂 ) I decided the only way we could be successful was to use this approach.

I targeted key influencers in their segments (before the term early adopters and chasm were coined) and our efforts were incredibly successful. In my next role in a larger BU inside a $1B company, I learned that these segmented markets can have their own “language” in how they describe their marketplace and the more your collateral uses that language, the more you can accelerate adoption rates for your product.

I have some specific terms that I use to describe this method; let’s discuss at our next joint meeting.

Keep up the posts, I forward them to entrepreneurs all the time!

Thanks,
JP