Your Targeting Strategy
I am a firm believer in progressive profiling of leads and having sales join in this progressive profiling. I believe in capturing little information upfront on the website and having sales use a consultative approach getting more information about the customer. One of things that Dave neglected to mention in this article is the ability to engage your customers in the targeting strategy and treating them differently via messaging and offers to entice and engage them.
Targeting is hard and tedious work and sometimes the marketer is asked to do these sort of things and the activity is often looked at as easy, but it is far from easy, but can be very rewarding and profitable in the end.