Defining clear audience segments to unlock targeted growth
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By narrowing their focus to four well-defined audience segments, we helped the client create marketing that resonated deeply with the people most likely to buy. Within the first month of launching their targeted advertising campaigns, revenue increased by 25%, lead quality improved, and acquisition costs dropped compared to initial benchmarks.
Tymon's ability to wrap her head around business complexities and articulate them perfectly, are exactly the skills you want in a marketing partner.
The Challenge
This NZ-based smart building technology company had a proven product and loyal customers, but their messaging was aimed at “everyone.” This broad approach diluted their impact and made it harder to connect with the people most likely to buy. They also lacked a structured digital advertising strategy to generate consistent new business.
Our Approach
We began by defining four distinct audience segments, each with unique needs, fears, aspirations, and desired outcomes. We mapped each segment’s “before and after” transformation and identified the feeling states they wanted to achieve. These insights shaped messaging pillars that would guide all communications and marketing collateral.
With the strategy in place, we developed a targeted digital advertising plan:
The Outcome
Within the first month of advertising, revenue grew by 25%. The client gained a sharper brand voice, higher-quality leads from target industries, and lower acquisition costs compared to benchmarks. The combination of clear audience focus, outcome-led messaging, and disciplined campaign management delivered results quickly. Want to unlock the same results for you business? Get in touch.
