How many people should you market to?

How many marketing funnels do I need build? Should I run an ad campaign for every different type of person our product could appeal to? Do I need to create a separate landing page for lawyers, another for NGOs and a third for e-commerce store owners if I think our product will help all three?

Adele Revella's book on Buyer Personas introduces the idea of aggregating insights from all your customers into a single fictitious person.

If lawyers, NGOs and e-commerce store owners all have the same problem, want the same thing and have the same expectations, then they're really just one composite buyer persona. One marketing funnel. One ad campaign.

That said, sometimes insights will diverge. The example Adele used in the book was from the construction tool company Caterpillar. It was clear they had large construction project contact buyers and purchases from small home owner. These two types of customers had completely separate buyer journeys with different needs and expectations. This warranted setting up two completely different marketing funnels so that they could marketing to these two types of buyer personas differently.

However, the more important question is how many different types of buyers do you have the time and resources to market to? If you don't have the time and resources market to more than one type of person (which we don't) then the question is pointless.

Pick the one we're most valuable to and run with it.