'Is the 'Set It and Forget It' Approach Killing Your Campaign Performance?

 Jade Bridge, Media Account Director,

When is the last time you actually refreshed your Target Account List?

I was chatting with a client last month over what should have been a great campaign. Well designed, clever messaging, strong offer… until we took a closer look at their Target Account List (TAL)

What we found was eye-opening and honestly, a little shocking!

Company sizes ranging from teeny tiny startups to massive FTSE 100s, industries that had nothing to do with their product and somehow they'd managed to completely miss some of their perfect fit customers. Classic case of "how did we miss this?" 

I see this ALL the time (even with seasoned enterprise marketing teams)

The uncomfortable reality

We all know that targeting the wrong people means even brilliant marketing strategies can't deliver. But finding time to maintain those lists? That's where everyone struggles.

I've watched companies waste tens of thousands in budget simply because refreshing their TAL and ICP felt too overwhelming.

It's like sending party invites to people who've moved house and wondering why nobody shows up. I've seen too many solid campaigns fail because they targeted an audience that wasn't listening.

Your TAL isn't a "set once" document

Markets change. Businesses evolve. Priorities shift.

If your list is older than 6 months, I guarantee it needs work. Outdated lists = wasted budget. Simple as that.

How to keep your TAL & ICP sharp

Good news - this doesn't need to be complicated. Here's what I've seen work after helping clients fix their targeting:

1. Start with an honest audit

When was the last time you updated your TAL and ICP? Do they still align with your actual customers? If it's been a while expect to find gaps. 

Any list older than 6 months needs a serious review.

2. Gather proper insights

  • What do your BEST customers care about right now? (not 6 months ago)
  • Who's actually buying and why?
  • Has your industry shifted?
  • Who are competitors speaking to that you're ignoring?

3. Treat your ICP as a living document

Your ICP needs regular refinement. Your best-fit customers today might look different 6 months from now. Schedule regular reviews based on:

  • Emerging trends
  • Changing customer behaviour
  • New pain points

I personally recommend a quarterly review at minimum. 

But remember: you don't need to reinvent the wheel. Trust me, there's no point trying to build overly complex targeting frameworks that nobody actually uses. 

4. Track, test, adjust

Keep a close eye on:

  • Engagement rates
  • Conversion data
  • A/B test results

When something's not working, adjust it and move forward. Clinging to underperforming strategies is just expensive stubbornness.

5. Segment thoughtfully

Your TAL is your strategy in action. Break your TAL into genuinely meaningful groups based on:

  • Industry
  • Company size
  • Geography
  • Revenue potential
  • Level of engagement with your product

Smarter segmentation leads to more relevant outreach and better results. I've seen conversion rates double with proper segmentation alone.

6. Refresh your messaging

Knowing WHO to target is one thing but creating messaging that actually resonates with each segment is where it all comes together. Generic messaging across segments or content from last year won’t be landing anymore. Review your content - does it speak to the challenges your audience faces TODAY? If not, time for a refresh. People can tell instantly when your messaging feels off or out of date

The result of fixing TAL issues?

After my client and I properly segmented the accounts, aligned messaging to each segment and focused outreach on the right people, the campaign performed WAY better. We uncovered untapped segments, increased engagement and most importantly saved time, budget and a lot of unnecessary tension between teams.

So, what's next for you?

  • Book a TAL & ICP review in your calendar (quarterly at minimum)
  • Let data drive your decisions, not "the way we've always done it" 
  • Make sure your targeting aligns with each specific campaign goal
  • Stay vigilant on what's working and what needs binning

If you haven't given your TAL or ICP a proper once-over recently, now's the time

I promise that one hour spent here saves countless wasted hours later. The number of "performance problems" I've seen solved by simply refreshing these foundational elements is staggering.

Your campaigns (and your sales team) will thank you!

 

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