Want to Grow Faster? Focus on the Six Audiences That Matter Most
What drives growth?
Some say it’s sales. Others point to innovation or operations. Many focus on talent.
The truth is: growth happens when you clearly define who you’re trying to reach—and tailor your messaging to move them to act.
That clarity fuels:
- Sales Growth
- Revenue and Profit Growth
- Recruiting and Retention Improvements
- Personal and Professional Growth for Leaders and Teams
- Enterprise Value Growth
But that kind of clarity doesn’t come from guesswork or gut feelings. It comes from a strategic drill-down into what we call:
The 6 Right Fit Target Markets That Matter
- Current Customers
- Prospective Customers
- Current Employees
- Potential Employees
- Current Referral Sources / Centers of Influence
- Potential Referral Sources / Centers of Influence
No matter your industry or company size, these six audiences drive your outcomes. If you want to grow—sustainably and systematically—you need to drill down into each one.
The Drill-Down: Turning Data and Insight Into Growth
Most companies do some form of segmentation. But they stop way too soon.
They start by defining their target markets based on what their sales team thinks—gut feel, historical wins, and who’s loudest in the pipeline review.
Then they build campaigns around three or four basic variables:
- Company size
- Geographic region
- Job title
- Product or service line
It’s a start—but it’s not strategic. It’s not scientific. And it doesn’t drive real growth.
That kind of segmentation might help narrow a list, but it doesn’t get you to the core of what moves people to act.
What’s missing?
Science and math.
The ability to extract more from your data and apply behavioral segmentation and psychographics—not just surface-level traits.
It’s not about doing more segmentation.
It’s about doing it smarter—so you can reach the right people with the right story at the right time.
That’s what we help companies do. And it changes everything.
Example 1: A Family-Owned B2B Company Ready for Its Next Chapter
A second-generation manufacturer. Solid reputation. Decades of success. But no clear growth path.
They weren’t in trouble—but they were stuck.
Their sales team was stuck in a loop with the same handful of long-time clients.
Their messaging was generic. Their digital presence was outdated.
They hadn’t thought about referral sources or potential employees as key audiences that needed distinct stories.
We helped them identify and drill down into their 6 Right Fit Target Markets.
We reviewed 3 years of sales data and discovered that 82% of their revenue came from just 17% of clients.
Those top clients all had something in common: speed mattered more than price, which we learned from our Voice of the Customer Insight Interviews.
We built personas around that urgency and helped them shift their messaging to emphasize responsiveness and flexibility.
We mapped out campaigns targeted to engineers and procurement leaders who fit that same mold.
We also crafted internal stories to attract new employees aligned with the company’s fast-paced, service-first culture.
In 8 months:
- They landed two new tier 1 right-fit clients
- Activated three new referral sources who connected them with potential new buyers
- Hired employees that better matched their culture and stayed longer
That’s what strategic segmentation and real messaging can unlock.
Example 2: A Mid-Sized B2B Healthcare Services Company
This company isn’t a hospital system or a household name.
They provide services to physician groups and outpatient facilities. Mid-sized. Business-to-business. High complexity, narrow margins.
They had a strong team but a weak message.
Their referral network was underutilized.
Their recruiting story wasn’t landing with potential hires.
And they couldn’t explain why some prospects converted quickly while others ghosted.
We came in and applied our segmentation process to their 6 Right Fit Target Markets.
We interviewed referral partners and uncovered a key insight: the practices that sent the most business weren’t the largest—they were the ones overwhelmed with administrative burden and seeking simplicity.
That became the foundation of a new persona and messaging strategy.
We also repositioned their recruiting story, shifting from “we’re a good place to work” to “we help you grow while doing meaningful work.” The result? More applications from the right people—and less turnover.
Six months in:
- Referrals increased
- Conversion rates improved
- Recruiting costs dropped
- Internal alignment tightened across marketing, HR, and sales
The Payoff
Growth doesn’t come from shouting louder.
It comes from reaching the right people with the right story at the right time.
That only happens when you focus on the 6 Right Fit Target Markets That Matter and drill those markets down for your specific situation.
- Customers
- Prospects
- Employees
- Candidates
- Referral sources
- Potential referral sources
Each one deserves a tailored approach. A story that resonates. Messaging that connects.
When you do this work, you don’t just grow sales. You grow your team. You grow your culture. You grow enterprise value.
And when you’re ready to get started, we’re here to help.
No Bullsh!t. Just growth.
