Your Ideal Client May Have Changed – Has Your Marketing?

Anyone who has worked with us knows that proper understanding of ideal clients is at the heart of everything we do.

One of the biggest mistakes I see in B2B launches is assuming your ideal client is the same as the seller, or as previous clients. When you introduce a new product or enter a new market, your audience often shifts.

If you do not revisit and refine your client profile, your marketing may miss the mark.

Why client clarity matters

Your “ideal client” is not just a demographic. It is the specific type of person or organisation most likely to buy from you first. Knowing this shapes everything: your messaging, your channels, even how you price.

Consider these two examples:

Early adopters

If you are launching something truly new, your first clients are likely to be early adopters. They want to be ahead of the curve and are willing to take a chance. Marketing to them is less about selling and more about inviting them into your journey, treating them as collaborators.

Entering new markets

For established businesses entering new markets, the challenge is to query and possibly avoid using the same tactics that worked in your current market sector. A message that resonates with long-term clients may fall flat with a new audience.

In the case of a consultancy moving from public to private sector; what reassures government buyers may not resonate with commercial decision-makers.

Final thought

Markets evolve, and so do clients. Take the time to refine your ideal client before you invest in marketing campaigns. It will save you money and build stronger engagement.

Check out the other blogs in this series including how to align marketing and sales for a smoother buyer journey. You can also download my Launch Guide with handy checklist.

Photo by Timon Studler on Unsplash