Is trying to target everyone slowly draining your marketing budget?
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When we started, our marketing was focused on just one niche persona. Our messages hit home instantly, and our customer acquisition cost was surprisingly low. Then we decided to expand fast and tried appealing to every business type at once. Instead of bringing in more revenue, it diluted our messaging, confused potential leads, and burned through our ad budget with zero conversions.
How do you convince your leadership to double down on a narrow target audience when they keep pushing for broad market appeal?
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Stop arguing positioning and show them the money. Split last quarter's spend by segment and put cost per lead and cost per closed customer next to each one. Leadership pushes for broad appeal because it feels like more upside. A simple table showing the niche closing cheaper than everything else ends that conversation faster than any deck. Then offer a time-boxed test of one new segment with its own budget, so expansion gets earned instead of assumed.