✍ We're building a product for marketers but can't figure them out. How narrow should we go?" – Confused Founder

Dear Confused Founder, Right now “marketers” is not a target audience, it’s a blob. You’re trying to sell to anyone with “marketing” in their title and wondering why nothing sticks. Start here: there is a world of difference between a “Head of Marketing” in a 4-person startup and a channel manager in a 4,000-person company. One is juggling 85 jobs and begging for time. The other is fighting for budget and proof of ROI. Same label, totally different lives. So narrow it right down. Pick one industry with money and one type of marketer inside it. For example: “B2B SaaS demand gen managers who live and die by pipeline” or “e-commerce retention marketers who care about repeat orders.” Then get nosy. What metric are they grilled on every Monday? What tools do they already use? What do they hate doing but can’t avoid? When you try to talk to all marketers, none of them hear you. When you design for one very specific marketer, they recognise themselves instantly, and that’s when the sales calls get easy.

AFTERNOON ANGST