The B2B Playbook #184: How Far Should You Niche Down? Finding Your Minimum Viable Market
How Far Should You Niche Down? (And How to Know You’ve Got It Right)
Most marketers are targeting too broadly—and it’s killing their go-to-market.
In this episode, we walk you through how to find your Minimum Viable Market—the smallest audience that can sustain your business and evangelize your solution.
We’ll show you how to use your existing data and customer base to define a market you can actually win, instead of burning budget trying to win everyone.
Here’s what we cover in this episode:
+ Why niching down feels scary—but works
+ How to use the 80/20 rule to uncover your best (and worst) customers
+ How to test and validate if your niche is big enough to sustain your business
Tune in and learn:
+ The full step-by-step process to finding your Minimum Viable Market
+ Real examples of how to apply firmographic, demographic, and psychographic filters
+ How to reposition your business over time without losing momentum
This episode is a must-watch for any B2B marketer struggling to get cut-through in a crowded market. If you’re stuck trying to build pipeline, this is the most important strategy you’re probably missing.
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00:00 How Far Should You Niche Down?
01:00 Why Niching Down Feels Risky (But Works)
02:10 Broad Targeting Is Killing Your Cut-Through
03:40 The Greek Wedding Analogy: Why Specificity Wins
05:00 Seth Godin's Take on Minimum Viable Market
06:10 How to Spot Underserved Niches
07:30 Step 1: Start With an 80/20 Customer Analysis
08:30 Revenue Isn’t Everything: Find Profitable Segments
09:50 What to Look for in Your Dream Customers
11:00 Real Example: ESG and the Modern Slavery Act
12:40 Step 2: Catalog Your Market and Validate Demand
14:00 What If Your Market Is Too Small (or Big)?
15:30 Don’t Forget to Call Your Churned Accounts
16:30 Our Journey: From Broad B2B to Demand Gen Marketers
17:40 Why You Can (And Should) Reposition Over Time
18:40 Final Takeaways: Nail Your Niche and Expand Later
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S07 E184 - The B2B Playbook
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