In the consumer space its generally possible to identify which places your audience visits physically and on the web. It is possible if they visit discount stores or if they visit the high end malls.
With B2B buyers the biggest challenge is in identifying the role different people play during different phases of evaluation of a solution.
Since most people do the evaluation using the web even before connecting to a sales person from one of the companies on their shortlist, its a major challenge if you don’t make it to the shortlist.
One way to handle this is with companies who give you “intent” data. I have used some of these companies for their services. What is challenging is we don’t know the method of how these companies run their algorithm and with what data points. So I have personally not had too much success though a lot of people do think this kind of service helps.
Since B2B buying is not impulsive, its easier to identify the things a customer will do before they use your technology and after they use your technology.
If you can have some kind of a marketing partnership with the companies on both the before and after, you can automatically identify the set of people you need to reach much earlier in the buying cycle and be in front of them consistently and build your BRAND in their minds .
I would love to hear your comments if you have successfully used “intent ” data or if you have tried another successful method.
Till next time then.