It’s never been more important to ask the biggest question in marketing – am I selling to the right people? And with markets in flux, it's vital we think about how to best evaluate and prioritise audiences, in order to deliver the best results for our business. So, what do we do to be more effective?

In this roundtable, James O’Flaherty, Head of Global Strategy at Just Global, will start the discussion with a short presentation covering key areas to address for better audience selection, and an example of how your ideal customer profile could be adjusted to recognise the reality of current market conditions.

Topics for discussion will include:

• Creating alignment between different teams in your business to reach the most appropriate audience.
• The biggest challenges faced when addressing your ICP.
• The most effective tools to use to work through the stages.
• How you need to think about evolving customer journeys and getting more from existing content.