It allows businesses to target individuals within a business who affect buying decisions

Businesses can use targeted marketing to identify and engage individuals who may have influence in a company's buying decisions. This could be through digital marketing tactics such as social media campaigns and content marketing, as well as more traditional strategies such as direct mail and email marketing campaigns. By understanding the roles of those within a business and the decision-making process, businesses can create targeted messages that are relevant and tailored to the needs of each individual, thus increasing its chances of successfully engaging them in the buying process.