Most businesses are marketing to the wrong people.
Or worse, no one at all
They’re stuck in the “sensible” lane.
The obvious lane.
The “we sell to X industry, so we market to X job title” lane.
The truth is…
Your direct target market is only half the story, especially when it comes to B2B.
The other half? It’s hiding in plain sight. You even know it’s there.
Direct Vs Indirect customers and clients – The Boo! Breakdown
Direct target market = the decision-makers.
The ones who sign the contract, approve the budget, or click “buy now”.
Indirect target market = the influencers.
The ones who whisper in the decision-maker’s ear.
Those who experience the problem first.
That person who actually uses your product or service.
Ignore them, and you ignore the people who shape the sale before it even starts.
Let’s get real
- Most small businesses don’t know where to start.
- They’re overwhelmed, under-informed, and stuck in reactive mode.
- They’re trying to market without knowing who they’re really talking to.
When you get clear on both direct and indirect B2B target audiences, everything changes:
✅ Your message hits harder
✅ Your content gets shared further
✅ Your brand builds trust faster
✅ Your pipeline fills up with better-fit leads
Example time
Let’s say you sell leadership training to mid-sized companies.
- Direct market: HR Directors, L&D Managers, Ops Leads
- Indirect market: Team leaders who are struggling, employees who want development, even external coaches who recommend you
Now imagine your content speaks to both.
You’re not just selling a service, you’re changing how people see the problem.
You’re not just closing deals, you’re creating demand.
The Boo! way – foundations, foundations, foundations
Here’s what we know works:
- Start with the story so far – your business history, people, strengths
- Map your B2B market – direct and indirect
- Create messages that talk directly to the problem in your customers language
- Focus on consistency, one post won’t cut it
- Review what works, bin what doesn’t
Final thought
You’re not choosing between path A or B.
You’ve got the whole alphabet.
And then some.
So stop playing small.
Start marketing like you mean it.
And if you want help mapping your real audience you know where I am.
Book a consult call here and pin down your B2B target audiences.
We’ve just nailed
Transformation: When you map both direct and indirect B2B audiences, your marketing becomes magnetic.
Pain Point: Most businesses are marketing to the wrong people, or no one.
Truth bomb: Direct audiences aren’t the full picture. Indirect influencers shape the sale before it starts.
