In this episode of The HealthTech Marketing Show, I explore the critical importance of precise audience targeting in health tech B2B marketing with Mark Erwich, Chief Strategy Officer at Health Launchpad. Getting your target market right can be the difference between success and failure in B2B Healthcare marketing.
We discuss the differences between Total Addressable Market (TAM), Serviceable Available Market (SAM), and Serviceable Obtainable Market (SOM). We also highlight common pitfalls in targeting and share effective strategies to define and engage ideal customer profiles (ICPs).
Through practical examples and clear frameworks, we examine the role marketers play in aligning internal teams around targeted strategies to drive business growth.
Key Topics Covered
- Importance of Precise Audience Targeting (00:01:52)
- Why Precise Targeting Matters in HealthTech Marketing (00:03:58)
- ROI and Marketing Metrics (00:05:23)
- Aligning Teams Through Targeting Discussions (00:05:50)
- Account-Based Marketing (ABM) and Target Selection (00:07:04)
- Common Mistakes in Targeting and Market Segmentation (00:08:13)
- Systematic Approach to Defining Markets (TAM, SAM, ICP) (00:09:44)
- ICP (Ideal Customer Profile): Firmographic, Technographic, Behavioral (00:13:35)
- Process of Identifying Target Accounts (00:15:57)
- Resource Allocation and Serviceable Obtainable Market (SOM) (00:20:09)
- Example: Precise Targeting Success Story (00:32:30)
- Consequences of Poor Targeting vs. Benefits of Precision (00:35:18)
- Emerging Tools for Hyper-Precise Targeting (00:37:41)
Check out our detailed blog post, where you can read more about precise audience targeting for B2B health tech marketing.
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