Seven Ways to Target B-to-B Technical Buyers

6. Take advantage of microsites. If you’re launching a new product, consider using a microsite, Manning advised. These sites allow you to target a specific audience, measure your ROI and can help customers connect with you and your products. These sites allow you the opportunity to cluster product categories, Hotchkiss added. If you know a consumer is coming to the site for a particular item, you can make a suggestive sell, which Hotchkiss described as placing products together such that, although they may not be related technically, they’re related in the eyes of the user.