Research & Assessment
The first step in marketing is listening. Listening builds a strong foundation for effective marketing engagement.
When you deeply understand your buyer and what motivates them, your communications to them will be more effective.
Where to start? Comparing your efforts to the competition could be helpful. But, people often provide the best insights. Sales and customer service teams tell you what's working and what’s not. And your current customers can tell you how they chose you in the first place.
What's important to your buyer changes over time.
Buyers change their beliefs and understandings as they go from having little knowledge to making a final purchase decision. This is what marketers call the “Buyer’s Journey”.
Buyer Journey work is important because many companies make the mistake of emphasizing products and services way too soon, overwhelming the buyer. If you miss the mark on what you say, you miss a possible buyer.