Institutions are an ideal target for marketers of business services. This segment is huge and can span advertising, insurance, finance, media, telecommunications, audiovisual, and technology. And, that’s just to name a few.

The key decision makers fall into all segments of the institutional market: education, healthcare, government and religion. Depending on the business product or service being promoted, marketers are able to target an audience that is most likely to purchase their offers.

Schools and School Districts require a variety of products and services, like technology and audiovisual for an up-to-date learning environment, to serve the educational needs of their students. Plus, many business services are needed to accommodate the job functions of their staff. The primary decision makers are the Purchasing Director, Curriculum Director, and Principal. Likewise, a few other educational institutions that need to be considered, yet are often overlooked, are Libraries, Community Centers, and Child Care Centers.

Another excellent target market for business services is healthcare. Hospitals are a large buyer in this market due to their reliance on business services to function optimally and meet the needs of their patients. Their needs range from advertising to insurance to technology. A few key decision makers include the Chief Administrator, Marketing Director and Purchasing Director. Similarly, Nursing Homes and Community Health Centers also use many business services to operate their organizations and need to be included in your marketing efforts.

Government is another prime target market for these offers since they require many business services to operate and perform their duties for local city and county government offices. Overall, government offices have many departments with their own budgets, but historically they are large purchasers of business supplies and technology. While the primary decision maker will vary based on your offer, the City Manager/County Manager is one of the main decision makers.

Finally, focus your efforts on Churches. They use many business services to provide their communities with religious programs. Some of their primary needs include insurance, media, and technology. The Pastor is the main decision maker in this market.

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