How Focusing on Less Can Make You More

A lot of B2B marketing strategies are doomed from the start…

Why? Because they’re built on the flawed idea that more is better. I used to think the same. More clients, more campaigns, more content.

But trying to be everything to everyone means you’re effectively nothing to anyone. It’s one of the biggest mistakes I’ve made—targeting too broad an audience.

You think the wider you cast your net, the more potential clients you’ll catch. You’re spreading yourself thin, diluting your message, and failing to connect with anyone on a meaningful level.

Your Ideal Customer Profile (ICP) isn’t “anyone with money.” It’s a specific segment with particular needs, challenges, and goals.

When you fail to define your ICP clearly, you end up wasting resources on leads that will never convert.

It’s not just inefficient—it’s expensive. Your Customer Acquisition Cost (CAC) climbs higher and higher, and your return on investment plummets.

Now, let’s consider the alternative: what if you focused exclusively on your ICP? Imagine directing all your resources towards understanding this audience deeply—knowing their pain points, speaking their language, and offering tailored solutions that resonate.

This kind of focus changes everything.

Your messaging becomes sharper, your marketing more effective, and your sales process more efficient. You stop chasing leads that won’t close and start attracting clients who are already predisposed to do business with you.

When you focus on the right clients, your CAC decreases, and your profitability increases. It’s simple maths: it costs less to convert a lead that’s already a good fit than to try and force a sale with someone who isn’t.

Defining your ICP isn’t just about demographics; it’s about psychographics. It’s about understanding what drives your ideal clients—their motivations, their fears, their desires.

When you get this right, your marketing efforts hit the mark every time.

A well-defined ICP allows you to craft messaging that speaks directly to your target audience’s needs. You’re not just another vendor vying for their attention—you’re the solution to their specific problems. This level of precision is what drives higher conversion rates and fosters long-term loyalty.

Most B2B strategies fail because they’re too broad, too vague, and too disconnected from the real needs of the market.

But when you narrow your focus, everything changes. You start attracting the right clients, closing more deals, and growing your revenue in a sustainable way.

Success in B2B isn’t about volume; it’s about value.

It’s about identifying the clients who will bring in the most revenue with the least resistance and focusing all your efforts on serving them. That’s how you build a strategy that doesn’t just survive—it thrives.

Why not join my FREE 12-Week ProGrowth Programme?- Access via ‘View my newsletter.’

Client Testimonials

Dean is a sales superstar.

He helps businesses find hidden ways to make more money.

With Dean's help, your company can get a steady stream of new customers. He's great at spotting opportunities others miss.

If you want your business to grow fast... Dean's the guy to call - he'll boost your sales in no time!

Hayden Meyer

There's not much about marketing that Dean doesn't know, and I was keen to get some expert eyes on my business. Specifically around growth and creating a system that creates consistent enquiries.

After just an hour in his presence he'd got me 100% certain he was the right person to help.

His initial meeting didn't involve him trying to sell to me. Instead he spent time sharing some valuable tips and ideas. Even that session alone was invaluable.

He's given me back precious time for me to concentrate on what I'm good at.?

The one thing I would say to anyone considering using Dean's services, is if you want results you MUST listen to him. I found that difficult initially as I'm so use to doing things 'my way'.

That has since stopped because I now know 'Dean's way' is what truly gets tangible repeat business.

He continues to be creative in every area, and seriously has some great growth strategies you can't ignore!

Audrey Bodman?

"I recently had the pleasure of attending a 100-minute Meets session that turned into a master class with Dean Spencer, and it was truly inspirational. Dean managed to completely remodel our plans and really nailed it."

Shahid Mustafa

"I've been in business for 33 years and Dean has been an inspiration and a teacher for marketing and offers delivery. DON'T waste your time and hard work finding strategies and guessing. He takes all the guessing away with real practical help and guidance to make your business GROW."?

Kash?

Group CEO

Dean is an exceptional professional whose expertise and communication skills are truly outstanding. His ability to convey complex concepts with clarity and precision is remarkable. During our interaction, Dean offered insightful and practical advice that I can implement immediately to enhance my work. His guidance is not just theoretical but deeply rooted in real-world applications, making it incredibly valuable.

What sets Dean apart is his talent for distilling vast knowledge into actionable strategies. His recommendations are tailored and impactful, demonstrating a keen understanding of both industry trends and individual needs. Dean's approach goes beyond simple problem-solving; he empowers others to think critically and innovate.

For anyone seeking expert guidance and transformative insights, I wholeheartedly recommend Dean. His contributions are invaluable, and the positive impact of his advice extends far beyond an initial consultation

Peter Cranstone

"Dean has added so much value to me in the past few months"?

Abby Thorp

"Dean’s passion, supported by his 20 years’ experience in the industry, has also made him an invaluable mentor"?

Jordan Dymond

I can't recommend Dean highly enough. After meeting Dean for a virtual informal coffee chat a couple of weeks ago, I mentioned I was struggling with my Landing Page. Plenty of views but no enquiries. Dean very generously offered to take a look at my landing page, and then booked in a follow up meeting to discuss.?

The advice given was so valuable and really did make me rethink my approach and my mindset. And all this at no cost at all. We could easily have talked for hours, as Dean is so easy to chat to, and very honest and trustworthy. Absolutely no sales pitch (which is so refreshing and a rarity these days. I've got lots of work to do, but I've come away with a bag of ideas - I'm so excited to get started.

Thank you so much Dean - you're an absolute star

Jacqui Turner - Coach