According to published studies, about 30 percent of your customer base delivers the majority of your profits. And while 50 percent add absolutely nothing, the remaining 20 percent of customers are costing you money! So, why not cherry pick the ...best customers? It's possible, if you can determine who your high-value customers are, where to reach them, and how to find prospects like them.
Start allocating dollars to the channels that reach your high-value customers. The steady proliferation of new marketing channels today means you must optimize your marketing mix to reach your best customers in their preferred channel. If you don't, you're leaving money on the table.