To connect with a person, you must understand a person. Though we, as marketers, seem to be constantly developing and sharing endless and copious amounts of content and messaging to our prospects and customers, the ultimate goal is to engage in meaningful person to person marketing and communication. As such, defining our audience by who they are, and their specific interests and challenges, is not only critical to successful engagement but also mandatory if we want to build profitable, long-lasting relationships. After all, we know that marketing is most effective when you’re consistently able to deliver the right message, to the right person, at the right time.
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