Marketers urged to go niche - Bangkok Post

Broad targeting is a budget leak dressed up as a strategy.

A recent piece out of Bangkok highlights something operators have known for a while: the marketers surviving right now aren't the ones with the biggest lists. They're the ones with the sharpest focus — tighter segments, more relevant messaging, and CRM data they can actually trust.

The advice sounds simple. Go niche. Know your customer better. Strengthen your CRM.

What they don't tell you is that "strengthen your CRM" is meaningless if your CRM can't segment the way your business actually categorizes customers. Most mid-market teams are trying to run precision targeting out of a system that was built for someone else's business model. You end up exporting to spreadsheets, building manual workarounds, and losing the thread somewhere between marketing and sales.

You've probably already tried fixing this — a consultant, a platform switch, a custom integration that held together for eight months before it didn't. None of it got you to the point where you could pull a clean segment on a Tuesday and have a campaign out by Friday.

Going niche only works when your CRM reflects how you actually think about your customers — not how a software vendor decided you should.

#CRM #MarketingOps #MidMarket #CustomerData #SalesOperations

Original Source

Marketers are encouraged to adopt more precise and niche strategies, while strengthening customer relationship management (CRM) to survive this ...