I often say we need good lists.

But we also need accurate categorization (or tagging) within those lists. This allows us to message, market, and communicate differently to various groups of people on our lists.

Thinking about tagging across multiple dimensions:

By industry: That is, you can talk to auto makers differently than you speak to retailers. Same for medical buyers, hospitality, and agricultural. If you specialize in certain verticals — and maybe even if you don’t — have your largest groupings of customers identified because you should be sending them different value and unique, specific messaging.

By revenue size: Again, we can market differently to startups, entrepreneurs, closely-held businesses, venture-backed firms, publicly traded, Fortune 100, etc. Create declinations that make sense for your business.

Buy buyer type: CEOs are interested in different value and issues than vice presidents, who care about different areas than senior managers, even though all three types of people might buy from you.

Think of these categories as columns on a spreadsheet.

You can get really precise if you do this. For example: send a message to all venture-backed CEOs of firms with at least $5 million in revenue.

See what I’m saying?

If good marketing is communicating your value to people who can buy from you, categorizing your lists allows you to laser-guide your message to its intended target.

Otherwise you’re just spraying bullets everywhere.