Many marketers use data to segment out specific target markets to increase effectiveness and reduce costs, specifically when using direct mail. We often analyze data to place groups into business verticals, then communicate with that group with various marketing messages based on demographics. We test, track and adjust the message, frequency and offer until conversion begins to happen. Yet, there are times when it seems that no matter what you put in front of the target market, little growth conversion is occurring. After a few “rinse and repeat” sessions, most give up and move on to a different group. 

But what if you pushed the envelope a little further and began to bridge the gap between quantitative analysis (demographics) and qualitative analysis (the why behind a brand.) 

This article shares insight into the importance of approaching a target market from both perspectives, ultimately tapping into the emotions behind a purchase. And yes, even business purchases are emotional. 

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