Elizabeth Brohan talks about Pinpoint Marketing in the Dec 11th issue of btobonline.com. Her definition is 'one prospect equals one message.' This is niche marketing at its best and something any small business owner can do with the tools available with Web 2.0.
She lists six steps to target your message: 1) Identify the basics first; 2)Do an internal brand audit; 3)Talk to customers; 4)Do a competitive check; 5)Map the customer's buying process and then 6) Put it all together by developing value propositions for each target.
The key takeaway here is that you let your customers consume your message, your information and the ability to buy, in the way they feel comfortable when THEY are ready. Too many marketers get caught up in the message and dont think about how and when the comsumer will see it and what they will do.