Knowing your audience is marketing 101. This is especially true when you're marketing to businesses, as you need to understand their current needs and how they might develop in the future.

But gaining that knowledge is just step one, the real challenge is being able to understand those needs and scale your marketing accordingly.

Shawn McKee, CMO of WebPT, knows this challenge all too well, as his organization's target audience can vary from solo rehab therapists to nationwide corporations. He joined us on CMO Convo to share his advice and insights on how to scale your marketing based on your audience's business growth.

Check out the full episode and more.

Key talking points

  • Why it's important to scale your marketing to reflect your target audience.
  • How to go about understanding your audience's needs now and in the future.
  • How to identify the best targets for your ABM activities.

About the guest

With over a decade of marketing experience in the healthcare SaaS industry, Shawn prides himself on his in-depth knowledge of his audience's needs. This experience has proved essential in his role at WebPT, which he joined in its very early stages, requiring him to apply that knowledge across the full gamut of marketing activities.

This approach paid off, as he's been able to build WebPT's marketing department from the ground up, and helped the organization become one of the fastest-growing healthcare SaaS companies in the US.

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