In this video, Imtiaz Rastgar explains why businesses must first define their exact customer before chasing sales. He uses a toy-store example to show that the paying mother, not the child, is the real customer, and he highlights practical methods like market visits, databases, and online resources to find and target prospects.
A short editorial from the VEONIB team on why this content matters.
SEONIB's take: knowing who pays is the starting point of all customer acquisition; without that, marketing is guesswork.
Distinctive because it flips common audience thinking by separating user from buyer. SEONIB adds that the same buyer clarity should fuel your SEO and content strategy.
Watch this if you are launching or pivoting; write down your exact customer before creating any campaign.
The specific person or business most likely to buy and benefit from your product.
The person who actually spends money, which may be different from the end user.
The group of people you aim your marketing messages at based on clear customer definition.
Business-to-business selling, where your customer is another company or organization.
Business-to-consumer selling, where your customer is an individual buyer.
The process of clearly identifying who your real customer is before launching marketing efforts.
The process of finding and attracting potential customers who fit your ideal profile.
Gathering information about customers and markets through visits, databases, and online tools.
Who is your customer?
Your customer is the person or business that actually pays for your product, not necessarily the end user.
Why is it important to define your exact customer?
Because if you cannot define your exact customer, you won't know where your money is coming from or how to target your marketing.
If I sell toys, who is my real customer?
The mother is your real customer because she pays for the toy, even though the child is the user.
What is the first step in finding customers?
Write down one clear line that answers the question: Who is your customer?
What does 'understand where the money comes from' mean?
It means identifying the actual buyer and their motivation, because that person controls the purchasing decision.
How can B2B and B2C affect customer targeting?
B2B targets businesses and decision-makers, while B2C targets consumers, so your methods and messaging should match your business model.
Can databases help me find customers?
Yes, product databases and even telecom companies can provide useful information to reach potential customers.
Why is walking through the market useful?
It gives you direct exposure to real buyers, competitors, and market behavior, which can spark useful customer ideas.
What should I do if I need more detailed help?
The speaker suggests applying for a one-on-one discussion through the PMX channel for more specific guidance.