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The art of targeted marketing: How Zuper's Rob Freedman maximizes reach

Discover how to craft precise marketing strategies and navigate the complexities of targeting diverse audiences with finesse.

Tom Amitay - Organic marketing & SEO expert
By Tom Amitay
Lia du Preez
Edited by Lia du Preez
Romi Hector
Fact-check by Romi Hector

Updated April 5, 2024.

a man in a blue suit with the words marketing to diverse audiences

Marketing to diverse audiences can present unique challenges for businesses, as they must cater to the varying needs and preferences of multiple customer personas.

To explore different ways to address these challenges, I spoke with Rob Freedman, the Vice President of Growth at Zuper. With over 20 years of marketing experience, Rob shares his insights on navigating the complexities of targeting diverse audiences and crafting an effective marketing strategy to maximize reach.

The human part is why we love our customer stories so much. When they are telling their story from their point of view, no AI model can replicate that.

Drawing from his experience at Zuper, Rob shared the following expert tips for implementing successful growth strategies and solutions:

  • Target a diverse audience: Use a multi-faceted approach, leveraging traditional channels like LinkedIn, email, and industry events, as well as social media and pay-per-click advertising.
  • Know your audience: Listen to customers and learn their pain points to develop successful campaigns.
  • Invest in strategy: Prioritize the most promising customer segments and use data and analytics to guide decision-making. 
  • Explore additional verticals: Gradually expand into new verticals after establishing a strong foothold in core focus areas.
  • Maximise engagement: Use account-based marketing and warm lead generation to effectively engage larger enterprise customers.
  • Navigate AI: Emphasize the importance of maintaining authenticity in content creation and customer engagement.

» More from the podcast: Eric Thum on developing lasting brand narratives.

To achieve sustainable growth, marketers must prioritize investment in strategies for channel selection, audience segmentation, and the utilization of data and technology. These efforts provide essential guidance for effectively expanding a brand's identity and reach, helping to overcome the traditional obstacles associated with marketing to diverse audiences.