When it comes to B2B marketing and sales, bigger isn’t always better. While wide reach may look impressive, true conversion happens in clearly defined, well-understood target groups.

Why does size matter? A target group that’s too broad leads to diluted messaging, wasted resources, and unqualified leads. One that’s too narrow might lack the volume needed for sustainable growth. The sweet spot lies in identifying a segment that is large enough to scale, but specific enough to speak directly to their pain points.

The ideal size depends on several factors:

• The complexity of your offering
• Sales capacity and cycle length
• Market maturity and competition
• Personalization potential

For companies using trigger-based lead generation, a well-defined target group ensures that triggers hit the right audience at the right time — increasing both relevance and conversion rates.

Conclusion: Precision beats volume. Defining the right-sized target group allows for focused messaging, smarter outreach, and more efficient sales processes.