Most of your audience is not in a buy cycle at this exact moment in time. They might be next week or next month or next year. But until then, they’re not interested in listening to you talk about the features and benefits of a product they don’t need right now.

So focus your marketing communications on what does matter to the right people from the companies that you need to reach and influence.

Then construct your brand narrative around that.

Think about:

  • How your team’s knowledge and expertise can help your current and future customers grow and succeed in their respective jobs
  • How you can shed a positive light on your industry or lift up your product category
  • How you can be the best guide and resource in your space

This is how you build a brand that people trust and respect. And it’s what sets the stage for those future customers to make you their first phone call when they do enter a buy cycle.