Whatever your product or service, only a small fraction of your total audience is ready to buy at any given time. This doesn’t mean that the rest might not become valuable customers at some point. It’s just that in most cases, you’re not even on their radar today.
Accepting this leads to a radical change in your approach to marketing. The big shift is to realize that your product or service, at least in the B2B world, is usually relevant only at the end, not the beginning, of the buying journey.
What are the 3 steps you need to take to position your company as a resource for your target market, regardless of whether or not they are ready to buy today?
Read the rest of the article on Forbes.