Strategically target your dream clients.

The guide is built around the three steps of segmentation, targeting and positioning, and it takes them in order because each one depends on the last. Segmentation divides a market into groups that behave differently — by location, by size and financial shape, by the age and stage of the company, by the job title of the person who will actually deal with you, by how they buy and what they can spend.

Targeting is then a decision rather than an aspiration: mass marketing, segmented targeting or niche marketing, with the trade-off of each set out plainly. Positioning is the part most companies skip. The guide works through value propositions defined from the customer's view rather than your own, and uses a positioning map to find the gap between a value people want and one every competitor has already claimed.

It is written for B2B — for an owner or marketing lead whose pipeline arrives from everywhere and nowhere, and who suspects the answer is to chase fewer things properly. Expect a thinking tool and a set of worked examples, not a template to fill in. The research it cites is attributed and dated; the framework is the durable part.