How Far Should You Niche Down? (And How to Know You’ve Got It Right)

Most marketers are targeting too broadly—and it’s killing their go-to-market.

In this episode, we walk you through how to find your Minimum Viable Market—the smallest audience that can sustain your business and evangelize your solution.

We’ll show you how to use your existing data and customer base to define a market you can actually win, instead of burning budget trying to win everyone.

Here’s what we cover in this episode:

+ Why niching down feels scary—but works

+ How to use the 80/20 rule to uncover your best (and worst) customers

+ How to test and validate if your niche is big enough to sustain your business

Tune in and learn:

+ The full step-by-step process to finding your Minimum Viable Market

+ Real examples of how to apply firmographic, demographic, and psychographic filters

+ How to reposition your business over time without losing momentum

This episode is a must-watch for any B2B marketer struggling to get cut-through in a crowded market. If you’re stuck trying to build pipeline, this is the most important strategy you’re probably missing.

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00:00 How Far Should You Niche Down?

01:00 Why Niching Down Feels Risky (But Works)

02:10 Broad Targeting Is Killing Your Cut-Through

03:40 The Greek Wedding Analogy: Why Specificity Wins

05:00 Seth Godin's Take on Minimum Viable Market

06:10 How to Spot Underserved Niches

07:30 Step 1: Start With an 80/20 Customer Analysis

08:30 Revenue Isn’t Everything: Find Profitable Segments

09:50 What to Look for in Your Dream Customers

11:00 Real Example: ESG and the Modern Slavery Act

12:40 Step 2: Catalog Your Market and Validate Demand

14:00 What If Your Market Is Too Small (or Big)?

15:30 Don’t Forget to Call Your Churned Accounts

16:30 Our Journey: From Broad B2B to Demand Gen Marketers

17:40 Why You Can (And Should) Reposition Over Time

18:40 Final Takeaways: Nail Your Niche and Expand Later

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S07 E184 - The B2B Playbook

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