Start with the customer’s perspective. Then work your magic.

Guideline #1: Plan from your target’s perspective. Start by segmenting your audience, then figure out the set of marketing activities that will move them through the funnel.

Guideline #2: Find a recipe that works for you and your strengths. Don’t reinvent the wheel every time – figure out the right set of activities that drive action. Ask for help if you need to get clear. Then change the messaging and content to keep it relevant and keep reusing that flow.

Guideline #3: All targets (prospects, customers and influencers) are not created equal. Buying behavior may change by industry, title, role, etc. Even if it doesn’t, you still need to segment so you can personalize the messages.

Guideline #4: A person will always pay more attention when he/she hears or sees their own name. The more personalization you can work into your messaging, the better.

Guideline #5: Stop. Measure. Evaluate. Adjust. And then continue on your journey toward your objective.

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