The best markets and segments to explore are the ones that are adjacent with what you already have. The further you go the more you have to start from the beginning to find the audience and the less overlap you have with your existing marketing assets.
Much more preferable to push into new markets by expanding at the borders.
This land and expand type of strategy could be geographic, it could be demographic or it could be interest based.
Now, the thought of how to be deliberate about this comes to mind. How do you align people and keep the focus on markets and customer segments that can be efficiently won? Tie bonuses to winning certain types of customers over others? Create visualizations of the data?
