Is it a question of focus?

B2B targeting marketing

Is it a question of focus?

Your enquiries and sales are down. You’re not getting the traction you used to with your messages. It is probably time to check your focus!


When was the last time you questioned your sales and marketing focus and checked your messaging?

Companies often start by finding a gap in the market for a product or service they provide. Over a period of time the company grows, wins more customers to a point where they are market driven and not driving the market! You may not notice this until your sales decline and your not getting in front of enough of the right people.

If this is the case then it is time to question your focus. What companies are providing you with the best profit and are good to work for?

We can help with our messaging workshops and messaging framework.

Are you struggling to generate new business sales?


You may be running out of new prospects, or people aren’t as responsive to your marketing messages or your sales proposition. Maybe your competition is eating away at your customer base with their solutions, and your sales have started to decline. Whatever the reason, you need to question your focus and potentially start to look at new markets. But first ask yourself these questions…

  • Why are you successful in the current market?
  • What type of companies do you sell to successfully and why
  • Who is your key sponsor in an account. Why do people buy from you?
  • Could your product/service be positioned as a horizontal solution?
  • How are the companies you successfully sell to structured, what titles do they use for their senior people?
  • What do you offer customers that others aren’t able to offer?
  • Why do customers keep coming back to you?


There are literally dozens of further questions that you can ask that will help you to understand what characteristics that your best customers typically display. Asking these questions you will soon find that many of your customers display similar characteristics, such as they all have a Head of IT who sits on the board, or they operate the same technical systems. They are also likely to have very similar pain points, which provides you with an opening to provide your products, services and solutions.

If you carry out a customer survey you can establish why previous customers have bought from you and in doing so you may be quietly surprised. You are likely to find other unique selling points that you previously weren’t aware of that can add to your sales & marketing messages.

So, why not take a step back now, stop what you’re doing and ask yourself these questions – you should find the answers quite interesting.

If you don’t have the time or resource to do this we at Incognate offer a bespoke market and customer research service contact us now for more information.