After over twenty years as a B2B marketer, client-side, I could not agree more. Your content should be addressed to one person when you write it and the message should describe a specific problem and your solution. Obvious, right? Then why do I get endless emails pitching webinars that want to teach me something? Or newsletters with nothing of any relevance to me? It’s because they have a mass market mentality and haven’t bothered to learn anything about me that I can relate to. I think they forget that many B2B customers represent very large lifetime value to their company. It’s worth getting more granular when the target represents a bigger opportunity. Carpet bombing me with generic messages is actually insulting.

Former software marketer. Former musician. Writer, nine non-fiction books, two novels, Buddhist, train lover. Amateur cook, lover of life most of the time!

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