Industry-specific marketing

Here are some of the takeaways from this episode:

• Even if your product is good for a large group of people (all small businesses in this case) it can be helpful to focus on a specific segment rather than "boiling the ocean" because it gets easier to acquire new customers as you become more dominant within the segment.
• There are different ways to segment your customers (industry, job title, age, location, etc.). The specific segment you should choose depends on your company, but it's helpful to pick one that can easily be targeted. It might be easier to reach a specific industry (trade shows, etc.) than a specific age group.
• Once you pick an industry, the key is to commit as many resources to dominating that industry as you can, for as long as you can. You won't see results overnight.
• Do everything you can to be known in the industry. Nothing is off the table. Go to trade shows, run ads, sponsor podcasts, write blog posts, build a referral network, etc. The more touch-points you can get with each person in that industry, the easier it will be to acquire them.