Market to contexts

Imagine that you sell a product aimed at pregnant women 🤰

Would you send a cold email campaign to every woman on Earth, hoping some of them would be in your target audience?

I guess not 😅

Sometimes, your product or service solves a problem in specific situations or stages in the life of an individual or a company…

…and working on your personae might not be as useful as you think 🙃

Instead of targeting specific demographics (eg. women aged 25-45), it is sometimes more useful to focus on situations.

I divide these situations into 3 types of contexts:

📍 Spatial context: where are those people located? where can I reach them?
🕒 Temporal context: is there any specific event happening right now?
🧍 Personal context: what happens in the life of your target audience? what happens at their company?

At Superdocu, we missed a few opportunities, just because it wasn’t the right timing for the customer: they already implemented another solution, were currently developing their own, or were just busy working on something else.

So, here’s how we solved the issue using these types of contexts:

🧍 Personal context:

• Check relevant company news, eg. new fundraising. It’s usually a good indicator that the company is about to grow and structure its operations.
• Check if someone was hired or promoted to a relevant role (eg. the company has a new COO)
• Check job offers for relevant roles as well (eg. the company is hiring an onboarding specialist)
• Write a few pieces of relevant content (eg. "How to check if a French ID Card is authentic?")

🕒 Temporal context:

• Avoid holidays and end of year
• Send emails at specific timeframes depending on the target. When I target C-levels for example, I'll send emails at 7-8 pm.

📍 Spatial context:

• We did nothing here, but we just target countries with higher compliance needs.

Lesson: When you know about your customer context, you can be relevant.
Your messaging doesn’t feel like an interruption. It brings value at the right time, to the right person.