10 seconds to share with you what happened in last 10 years. Marketing spend increased significantly. MarTech did make cold calls monotonous, repetitive, and doable by all. Target customers are/were being fed up of nonsense marketing calls that show up in their email box without homework being done. Marketers are and will be forced to adopt target (or account) based marketing approach. This is not ONLY true for enterprises who have deep pockets but true for SMB (also). Here are the steps that have now become well known.
1) Identify right target.
Finding your target audience. In case you don't know that, one has to experiment. Identifying target accounts is a collaborative effort between marketing and sales. It’ll require data from both areas -- firmographic data, that consists of things like industry, company size, location, and annual revenue, as well as strategic factors, like market influence, likelihood of repeat purchase, and expected profit margin.