The marketing plan begins with the customer persona.
Meet with everyone who has customer contact to elicit the information that will allow you to create the ideal product buyer. Determine the buyer’s needs, motivation, goals. Understand the buyer so well she or he feels like a real person. Find a photo that reflects this image, and add a name.
Instead of being all things to all people, which never works optimally, you can now target your marketing campaign to this ideal sales prospect. With the right messaging that increases engagement, you may even decrease the sales cycle.