Are you spending enough time targeting your most qualified leads? Many businesses leave aside this part of the marketing strategy and focus on other factors like budget, visual designs, messaging, etc. While those are also crucial, segmentation and targeting are the first steps to creating a booming campaign.

In this week's episode, our guest is Grant Leboff, one of the U.K's leading Sales and Marketing experts and the CEO of Sticky Marketing Club; a sales and marketing consultancy that provides companies with meaningful strategies and resources to prosper in the competitive world. He is the author of 5 well-known books such as 'Sales Therapy', 'Sticky Marketing', 'Stickier Marketing', 'Digital Selling', and 'Myths of Marketing'.

In our interview, Grant discloses why some campaigns fail and the small, but significant, changes that can turn a failed campaign into a successful one. He dives into segmentation, targeting, and how much you should invest in your marketing and brand. He also provides insights about the Superbowl ads and explains why they can be meaningful to your business.

If you want to gain a deeper understanding of why and how to market your business more successfully, this episode is for you!

[00:01 - 04:52] Opening Segment

• Here's what you will learn from my interview with Grant Leboff
• Let's get to know Grant's story
• • His sales and marketing journey, the author of 5 books, behavioral psychology background

[04:53 - 22:27] Earn the Right to Have a Little Bit More of Someone's Time.

• Marketing and sales concept
• • Brand communication or company communication
  • Human communication and marketing channel
• How much people should invest in marketing
• • Attention spans are small, but you can earn attention
  • Digital media gives you is…it gives you scale
• Pay close attention to your audience
• • Engage, build and retain the audience

[22:28 - 34:59] Good Marketing Starts with Segmentation and Targeting

• Steps people should do to get the focus of who they would market to
• • Understand the difference between segmentation and targeting
  • Demography, thermography, behavioral, and psychographics

[35:00 - 53:06] The Role of Branding for Small Businesses

• You always want to go to your smallest viable market
• • If you want to win 100 new customers in the next 12 months, you probably need to attack a marketplace of about 10,000
• Where branding play a role for the small business owners
• • The process of taking an indistinguishable product or service, and giving it meaning
  • Using a brand mitigates the feeling of risk
• Grant's insights about the Superbowl ads
• • It's the most expensive advertising in the world
  • Immediately build salience, it's immediately impressive

• Make sure that you have the proper connection to the end consumer

[53:07 - 55:28] Closing Segment

• Connect with Grant
• • Links below
• Learn more about Grant with the Rapid Fire Questions!

Key Quotes

"What you want to do is engage an audience, build an audience and retain it. And that's why you have to be so specific with who that audience is." - Grant Leboff

"The more refined your targeting is, the better your content will be, your messaging will be, and actually, the more leads and opportunities you're likely to generate." - Grant Leboff

"Today, you don't differentiate by what you do. You differentiate by who you do it for." - Grant Leboff

Connect with Grant

Follow him on LinkedIn and Twitter. Go and visit Sticky Marketing Club, and start to understand how to make your Sales & Marketing really work.

Resources mentioned:

• Book: Thinking Fast and Slow - Daniel Kahneman

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