Aren't They Attracting Both in the Same Execution?

The B2B Institute have this great principle, which is 95% of the market are currently in any given market. So you want everybody to eventually respond to a new message that they might not be able to get from other channels. The biggest distinction is actually the media choices you make, the breadth of your targeting and how closely after the point of purchase it's about who you choose to show them to and when.