Target Market Research, Development & Analysis

Advanced target market research, development and analysis has always been one of our core competencies. Effective B2B lead generation requires you to know the exact companies that comprise your target market. We are the partner companies call upon when they need a data driven approach to lead generation.

Read our unique insights about losing sales to “no decision.”

Kimmy Netterville


“Understanding the market potential for your product or service lets you set realistic sales and revenue goals. This understanding must be more than a superficial market definition. It needs to be specific. Knowing the exact companies that make up your total addressable market is essential to setting goals. Without this, it is impossible to effectively plan, set realistic targets and track progress.”

Identify the Exact Companies in your Total Addressable Market

Developing a successful lead generation program starts with target market research to provide you with a clear understanding of your Total Addressable Market (TAM) and your Ideal Customer Profile (ICP). Once your TAM and ICP are defined you might be tempted to start your lead generation campaign targeting the entire audience. But there is another critical step you must take first — segmenting your TAM and prioritizing the market segments that are likely to be the best fit.  

By segmenting and prioritizing your target account lists you can better structure and measure your lead generation program. This allows you to focus your lead generation efforts on those high-value targets and achieve the best economic return on your efforts. Well defined and managed market targeting is essential for lead generation success.  

Total Addressable Market Research and Analysis


Identify Prospects within Your Reach

Growth Orbit’s target market research service involves in-depth analysis, market sizing, and Ideal Customer Profile (ICP) analysis to develop actionable and successful growth strategies for your specific market opportunity.  

 Growth Orbit can help business leaders answer the following questions: 

  • What is the full-potential value of your total addressable markets?
  • What segments are the most productive targets?  
  • What growth opportunities exist in your core business? 
  • How well do you understand your customer’s needs and priorities, and how well prepared are you to address them? 
  • Are you getting the optimal return on investment (ROI) for your sales and marketing spend? 

Through the combination of market data analytics and experience, providing and executing lead generation, sales effectiveness program, and turnaround growth strategies, Growth Orbit can help clients access, share, and reimagine their overall growth strategy. 

Our Core Market Targeting Strategies



Research, assess, and define your total addressable market, its potential, and determine which segments offer the best opportunities.


In-depth analysis of the total addressable market provides actionable insights into segments, trends, and prioritization strategies.  


Building on your TAM analysis, we segment your market by demographic and firmographic measures for testing and prioritization. 


We will build or acquire the company and contact data needed for successful targeting. 


Data can be messy –  we will clean it up and normalize it before outreach begins. 


We will enrich the data with the right contacts and attributes.


Your new data is loaded back into your CRM to enable more focused and productive sales and marketing efforts.


We analyze the performance of every market segment and provide recommendations  for future sales and marketing efforts. 

Why Defining Your Total Addressable Market Matters

Focused and Efficient Outreach

If you don’t clearly define your Total Addressable Market (TAM), you’ll waste valuable time calling on companies and contacts that will never buy your product or service, because they don’t have the right characteristics.    

Clearly defining your TAM gives you the foundation on which to build a successful B2B lead generation program that will ensure you meet your sales and revenue goals. 

In other words, find and focus on prospects who “fit.”

Why Does Target Market Segmenting Matter?

Prioritize your Sales Efforts on the Best Opportunities

Data segmentation is essential to identifying and managing a lead generation program’s success and to ensure you are focused on the segments that represent your best opportunities.  When developing segmentation strategies, you should consider the following characteristics when prioritizing individual segments:  

  • Revenue potential – Accounts most likely to spend more, either through the initial purchase or over time. 
  • Selling resources required – Accounts that won’t cost as much to close. 
  • Buying journey stage – Opportunities further along in the buyer’s journey and most likely to close faster. 
  • Firmographic fit – Accounts with the right demographics and geographics, including characteristics like number of employees, number of clients, industry, technologies used, organization type, and location. 
  • Engagement – Accounts that have already engaged with your company (webinar attendees, tradeshow booth visitors). 
  • Intent – Accounts that are consuming third-party content online related to your products or services. 
  • Engagement history – Nurture the accounts where there has been previous engagement. 

Segment level performance will be a key component of overall program performance over time, but in the short term, it will help you quickly identify those characteristics of your market that you want to prioritize first. 

lead generation playbook


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Frequently Asked Questions about Market Intelligence

How do you determine the Total Addressable Market (TAM) for a specific product or service?

Determining the Total Addressable Market (TAM) involves conducting thorough market research and analysis to identify all potential customers for a product or service. This process includes analyzing industry reports, competitor data, and customer demographics. Additionally, assessing the market’s potential value and understanding customer needs and priorities are crucial steps. Growth Orbit employs a data-driven approach, leveraging in-depth analysis and Ideal Customer Profile (ICP) analysis to accurately define the TAM for your specific market opportunity.

Why is segmenting the TAM important before launching a lead generation campaign?

Segmenting the TAM is critical because it allows you to prioritize and focus your lead generation efforts on high-value targets most likely to convert. This strategic approach ensures that resources are allocated efficiently, targeting segments with the highest potential for economic return. By identifying and understanding these key segments, businesses can tailor their messaging and outreach strategies to better meet the needs of their most promising prospects.

What criteria should be used when prioritizing market segments?

When prioritizing market segments for your lead generation program, consider factors such as revenue potential, the resources required for selling, the buying journey stage of potential clients, firmographic fit (including industry, size, and location), levels of engagement with your company, intent data indicating interest in related products or services, and any previous engagement history. These criteria help identify the segments that represent the best opportunities for growth and success.

Can Growth Orbit assist with integrating new market data into our existing CRM system?

Yes, Growth Orbit can assist with integrating new market data into your existing CRM system. This process involves cleaning, normalizing, and enhancing the data with the necessary contacts and attributes before merging it into your CRM. This integration enables more focused and productive sales and marketing efforts by ensuring your team has access to accurate and up-to-date information about your target market segments.

How often should market data performance analysis be conducted?

Market data performance analysis should be conducted regularly to ensure your sales and marketing efforts remain aligned with the most productive opportunities. This ongoing analysis helps identify shifts in market trends, segment performance, and the effectiveness of your outreach strategies. By continuously monitoring these factors, you can make informed decisions about future sales and marketing initiatives, optimizing your approach for maximum impact.

What impact does a well-defined TAM have on a B2B lead generation program?

A well-defined TAM has a significant impact on the success of a B2B lead generation program. It provides a clear understanding of the scope of your market opportunity, allowing for the development of targeted and efficient outreach strategies. By focusing on prospects within your TAM who fit your Ideal Customer Profile (ICP), you increase the likelihood of engaging high-value leads, ultimately leading to more successful conversions and achieving your sales and revenue goals.

Lead Generation Terms Every Sales & Marketing Leader Should Know

Here’s a list of key terms that sales and marketing leaders should be familiar with regarding Market Intelligence

Total Addressable Market (TAM): The overall revenue opportunity available or total market demand for a product or service.

Serviceable Available Market (SAM): The portion of the TAM targeted and served by a company’s products or services.

Serviceable Obtainable Market (SOM): The portion of SAM that a company can capture or serve, considering current constraints such as competition, geographic limitations, and resource availability.

Ideal Customer Profile (ICP): A detailed description of a company or entity that would benefit most from a product or service, including their specific challenges, needs, and characteristics.

Buyer Personas: Semi-fictional characters that represent the ideal customers within a targeted market segment, based on detailed market research and real data about existing customers.

Lead Qualification Criteria: Specific parameters used to determine whether a potential lead is likely to become a customer, often categorized as Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs).

Competitive Intelligence: The gathering and analysis of information about competitors, their strategies, strengths, weaknesses, and market positioning.

Market Segmentation: The process of dividing a market into distinct subsets of consumers with common needs or characteristics and selecting one or more segments to target with a tailored marketing strategy.

Value Proposition: A statement that clearly articulates why a customer would choose one product or service over competing options, focusing on unique benefits and value.

SWOT Analysis: A strategic planning tool used to identify and understand a company’s Strengths, Weaknesses, Opportunities, and Threats in relation to the competitive landscape.

Go-to-Market Strategy (GTM): An action plan that specifies how a company will reach target customers and achieve competitive advantage with its product or service.

Sales Enablement: The processes, content, and technology that empower sales teams to sell more effectively at a higher velocity.

Account-Based Marketing (ABM): A strategic approach to business marketing in which an organization considers and communicates with individual prospect or customer accounts as markets of one.

Customer Journey Mapping: The process of creating a visual representation of the complete journey a customer takes when interacting with a product or service, from initial awareness through purchase and beyond.

Pipeline Velocity: The speed at which leads move through the sales pipeline and convert into customers.

Return on Investment (ROI): A performance measure used to evaluate the efficiency or profitability of an investment relative to its cost.

Lead Scoring: A methodology used to rank prospects against a scale that represents the perceived value each lead represents to the organization.

Intent Data: Information collected about an individual’s or business’s online activities, indicating their potential interest or intent to purchase.

Predictive Analytics: The use of data, statistical algorithms, and machine learning techniques to identify the likelihood of future outcomes based on historical data.

Understanding these terms can significantly enhance a leader’s ability to strategize effectively, understand market dynamics, and drive their organization’s sales and marketing efforts towards success.


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