The Discipline of Consistently Targeting Your Dream Clients Beats Broad, Generic Marketing

A mid-level B2B company with decent growth and solid brand awareness kept spreading itself thin—attending dozens of trade shows, blasting untargeted email promotions, and buying expensive ads that reached mostly uninterested audiences. They experienced few breakthrough wins and lost momentum as the market crowded with competitors.

A consultant encouraged them to flip the playbook: create a tightly researched Dream 100 list of prospects—companies and individuals who could transform the business if won over. Rather than generic direct mail, they crafted clever, personalized touches for each one: small, relevant gifts; custom letters referencing industry news; quick value insights sent on a fixed rhythm.

Some targets ignored them, but others started responding thanks to the genuine knowledge, persistence, and wit. Over six months, deals began to close. The team was surprised: some of the biggest wins came from accounts that took dozens of touches, but who later described the consistent attention as the 'tipping point.' Results compounded, as each closed deal led to inbound referrals from the trade.

Don’t settle for scattered marketing or wishful thinking—sit down and build out your own Dream 100 (or Dream 10, or 50). Research each contact carefully, crafting a list that excites you, then make a real plan: what will you send, say, or show every two weeks to add value and build rapport? Record every interaction in a shared database so you and your team can learn together. Remember, the Dream 100 isn’t about immediate sales—it’s about steady presence, adaptation, and discipline. In time, the wins will pile up and relationships will stick because you proved you care enough to show up, again and again.