This post is Part III in series called “How To Pick a Target Market for a B2B Startup.” To start at the beginning, click here.
Marketing guru Regis McKenna once wrote, “marketing people should be on the road half the time–meeting customers, talking to people, building relationships, and seeing where the next product is going.” You know, actually speaking to live, flesh-and-blood human beings. Crazy.
While that much travel might not be feasible for everyone, his point was clear: understanding your market is key to successfully selling to it. As convenient as research and surveys are (which we discussed in Parts I and II) they simply cannot help you know your market really well.
That’s why interviews are the final (and most important) part of selecting a target market for your B2B startup.