In real estate it's all about location, location, location. When it comes to professional services marketing, it all about targeting, targeting, targeting.

We all work hard on identifying the right industries, companies, titles, and individuals based on our specific targeting criteria. However, in professional services, we do not have access to the large databases that product companies have, which store every bit of consumer information a marketer could ever want. Thus, we must make certain assumptions and hypotheses on what makes the ideal prospect. If these assumptions prove incorrect, our marketing efforts suffer.

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