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  • Writer's pictureMarcin Małaszuk

Becoming a Pro B2B Software Development Firm with Target Audience Analysis: Frame - Part 1

Updated: May 29, 2023

Introduction to Customer Understanding and Living a Better Life

As a business owner or CMO, you must know your target audience from the inside out. It’s critical for the success of any marketing or communication strategy. You might ask yourself questions like, "What are the problems that our clients face?" or "How can we communicate with them to establish credibility for our company?"

This article will help you answer these questions and guide you in creating effective processes for conducting audience research and customer development. With the tools I provide here, you can transform your marketing efforts and create content that connects with your target audience, leading to a thriving business with excellent communication.

Why Audience Research is Like a Breath of Fresh Air for B2B Software Development

Do you need help with growing your business and feel like marketing and sales need to be fixed? You're not alone. Many companies face the challenge of not fully understanding their audience and their problems. This can lead to a lack of growth and success.

But don't worry, in most cases, the solution to these struggles lies in audience research. When rushing, losing sight of your audience's needs can be easy. But taking the time to understand them can provide valuable insights into their pain points, challenges, and what they need from you. This can help you develop more effective marketing and sales strategies and grow your business.

Recognising the Need for Audience Research: Signs and Symptoms

Do you and your company's management get what your customers want and need? Well, here are some signs that might indicate they don't:

  1. You do not know what and how to communicate to your audience and customers.

  2. Missed marketing mark: your marketing campaigns are falling flat.

  3. Lack of response from campaigns: your content or marketing efforts aren't generating the engagement or conversions you desire.

  4. No customer input: your company isn't actively seeking customer feedback.

  5. Mixed messaging: your company's messaging is all over the place or doesn't align with your audience's values and needs, and you are unsure what it is about.

  6. High customer churn: retaining customers is a challenge once they're not finding the solutions they're looking for.

By acknowledging these symptoms and taking steps to better understand your target audience and customers, you can improve your marketing and communication efforts and see better results.

The Business Benefits of Good Audience and Customer Development Workout

Understanding your target audience is critical to the success of any business. You can make informed decisions and grow your business by knowing their wants, needs, pain points, and challenges. Here's how audience research and customer development can help you:

  1. Get to know your customers: With audience research and customer development, you'll better understand who your customers are and what they need from you.

  2. Improve your sales and marketing: You can craft effective marketing and sales plans that resonate with your target audience and help you achieve your business goals.

  3. Enhance your existing service: You'll be able to identify areas where your service can be improved to better meet your customers' needs.

  4. Create new services: You can identify new service development and growth opportunities with a deep understanding of your target audience.

  5. Build strong relationships: By addressing the problems and needs of your target audience, you'll create a more loyal customer base and strengthen your relationships with existing clients.

🚀🚀🚀 👇👇👇 🚀🚀🚀

Take control of your business today and book a meeting with us. Let's work together to overcome your challenges and help you reach sales goals faster...

In short, audience research and customer development are crucial for the success of any business. By giving you valuable insights into your target audience, it will make obvious the next steps your should follow in sales and marketing planning and overall business development.

B2B Marketing for Software Development Companies: You Sell to Companies

Prioritising Audience Understanding is Essential for Your Better Life

It might seem obvious, but from my observations, it is not; thus, it's important for you to grasp the complexity of decision-making and purchasing processes in B2B. Unlike B2C, the B2B journey is much more intricate and involves multiple decision-makers, making it a long and multi-faceted approach.

To be successful, it's crucial to have a deep understanding of this journey and

deliver the right message,
to the right people,
at the right time.

This will help you plan and execute a top-notch marketing and content marketing strategy, build an audience that trusts you, and ultimately turn them into passionate brand advocates. On the flip side, without this understanding, planning your marketing strategy can become challenging and waste time and resources.

When it comes to B2B buying process, there are several key characteristics you should be aware of, including a longer sales cycle, a focus on building solid relationships, a solution-focused approach, reliance on data and research, a technical focus, and cost-consciousness, you might add some more that you have experienced.

Look at Gartner's B2B customer journey map, representing the buying process, for a deeper understanding:

B2B buying journey illustrative by Gartner

Gartner has divided the B2B journey process into six stages called jobs, which are:

👉 problem identification - “We need to do something.”

👉 solution exploration - “What’s out there to solve our problem?”

👉 requirements building - “What exactly do we need the purchase to do?”

👉 supplier selection - “Does this do what we want it to do?”

👉 validation - “We think we know the right answer, but we need to be sure.”

👉 consensus creation - “We need to get everyone on board.”

Your goal is to make your brand visible and deliver value at each stage of the journey.

When targeting specific companies for B2B sales, it's essential to keep in mind that you're not just selling to one person but to multiple buyer personas with their responsibilities, performance metrics, and motivations. These companies and buyer personas also have their clients and stakeholders; your service must positively impact that relationship. Your communication, marketing, and service design should address all these factors and help your client improve their offerings to their clients.

Remember that B2B is not B2C. Your service is not for being sexy. It is for your clients’ results.

Quantitative vs Qualitative Research: Choosing Your Weapon

When analysing your audience and customers, you have two main approaches: quantitative and qualitative research.

Quantitative research involves gathering numerical data through methods like surveys, polls, or experiments to uncover statistical information about your target audience. This approach provides data-driven insights into your audience's size, demographics, and behaviours. This information can help you make informed decisions about your product or service.

On the other hand, qualitative research focuses on collecting non-numerical data through methods like interviews, focus groups, or ethnographic studies. This approach provides a deeper understanding of your audience's attitudes, motivations, and beliefs. Qualitative research can uncover valuable insights into your audience's emotions, values, experiences and help you identify unmet needs and develop new ideas for your product or service.

Overcoming the Limitations of Quantitative Research for Specialized B2B Services

The following are some of the most widely used online tools for conducting quantitative research on your audience and customers:

  1. Google Analytics: no need to explain :). It goes without saying that Google Analytics is a must-have tool in any marketer's arsenal. With its robust analytics capabilities, you can track and measure website traffic, conversions, and many more.

  2. is a powerful alternative for GA, primarily when you focus on data protection, hosting your data in the EU and being compliant with the EU regulations like GDPR. Plus, they offer heat and click maps :).

  3. Hotjar: A website analytics and feedback platform that provides heatmaps, session recordings, and feedback forms to help understand user behaviour and gather feedback.

  4. LiveSession is a worth-checking alternative for Hotjar, especially as you can identify your users, which turns into excellent filtering and segmenting opportunities. On top of that, the tool allows us to build custom funnels and metrics. Worth checking.

  5. Google Forms, Typeform or SurveyMonkey: affordable, easy-to-use tools for creating online surveys and collecting data.

These tools can gather customer demographics, behaviour, preferences, and satisfaction data, allowing you to make data-driven decisions about your marketing and product development strategy.

Quantitative research methods can provide valuable insights, especially into the retail market, e-commerce, in B2C in general. However, they may not be the best choice for conducting audience research and customer development in software development companies for several reasons:

🔴 Lack of depth: Quantitative research methods tend to generate numerical data that can be analysed for patterns and trends, but they need to provide a deep understanding of the attitudes, motivations, and experiences of the target audience.

🔴 Limited context: Surveys and experiments typically involve closed-ended questions, which do not allow for detailed responses or context. As a result, important nuances and insights may be missed.

🔴 Difficulty in identifying unmet needs: Quantitative research focuses on measuring the size and characteristics of a target audience, but it may not provide insights into their unmet needs, desires, and pain points.

🔴 Lack of flexibility: Surveys and experiments are structured and controlled, which can limit the ability to gather more in-depth information and adjust the research design on the fly

The Most Effective Tools for Audience Analysis and Customer Development

For B2B high ticket, complex services turn from quantity to quality… Here are my 5 top choices when it comes to audience research.

👉 CRM Analysis - notes about your customer:

This method uses customer data stored in a company's CRM to understand their behaviour and preferences.

Benefit: Provides a wealth of data for analysing the target audience's patterns, preferences, and behaviours. Can help tailor marketing and product development strategies.

👉 Client/Prospect Interviews:

This method involves talking directly to current and potential customers to gather in-depth insights into their needs, motivations, and experiences.

Benefit: Offers first-hand information and insights into the target audience's needs, pain points, and desires. Can improve products and services accordingly.

👉 Review Mining:

This method involves analysing online reviews and customer feedback to understand their opinions and experiences.

Benefit: Offers a wealth of information about customer likes and dislikes. Identify improvement areas and make changes to better meet the target audience's needs.

👉 Social Listening:

This method involves monitoring social media platforms to gather insights into the perceptions and experiences of customers.

Benefit: Provides real-time insights into the target audience's attitudes, opinions, and experiences. Can stay up-to-date with market trends and adjust strategies accordingly.

👉 Conferences and Business Meetups:

This method involves attending industry events and meeting with other professionals to gather insights into market trends and customer needs.

Benefit: Offers the opportunity to network with other professionals and gather insights into the latest industry trends and developments. Helps stay ahead of the competition and better understand the target audience.

I am detailing how to use those tools in the next article. You will find there, loaded weapons 💣💣💣 and examples of how to use them💥💥💥.

Maximising the Insights from Your Audience Research

Want to make the most of your audience research and customer development efforts? After you've gathered all the information you need, you can use it to make key business decisions to help you succeed. Here's what you can do with the insights you've collected:

🟢 Service Development: By understanding the needs and problems of your target audience, you can develop new services or product features that directly solve their issues.

🟢 Marketing and Communication Strategy: With a clear understanding of what resonates with your target audience, you can create messaging and marketing campaigns that effectively communicate the value of your products.

🟢 Sales Approach: When you know your potential customers' pain points and needs, it becomes easier to close more deals and improve your sales approach.

🟢 Customer Service: Understanding your customers' needs and expectations will help you develop a customer service strategy that exceeds their expectations and leads to increased customer satisfaction and loyalty.

🟢 Continuous Improvement: By continuously gathering feedback from your customers, you can make ongoing improvements to your offerings and better meet their needs.

To keep things rolling, incorporate customer feedback into your service development and marketing strategy, continuously monitor and analyse customer behaviour, and stay up-to-date on industry trends and best practices in customer development. By always seeking and utilising customer insights, you can understand your target audience deeply and keep improving your offerings to meet their needs.

No… for small businesses, this is the owner’s, CEO or CMO's holy priority...
You do not outsource it to a student or junior in your team who temporally have nothing more interesting to do. A good practice is engaging a consultant who will facilitate the process.


Researching your target audience and the market is crucial. While qualitative research methods are great for understanding certain aspects of your audience, remember quantitative research. In fact, using both qualitative and quantitative methods can give you a complete understanding of your target market.

When it comes to a custom software development company, it's imperative to prioritise prospect and client interviews. These methods can give you a wealth of information on your target audience's specific needs and experiences, which will be invaluable in your marketing and sales efforts.

🚀🚀🚀 👇👇👇 🚀🚀🚀

Take control of your business today and book a meeting with us. Let's work together to overcome your challenges and help you reach your goals faster...

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