Why this matters
Understand why “everyone in my industry” is not a useful starting market. Beginners often make marketing harder by starting with tactics—ads, social posts, automation—before the underlying business question is clear. This session keeps the order simple: understand the customer, understand the problem, then choose the mechanism.
The core idea
Pick one buyer role, company type, size band, workflow and trigger that create a repeatable first audience.
Instead of “insurance agencies,” start with independent commercial agencies with 10–50 producers migrating off a specific legacy workflow.
A simple framework
- Observe: What is happening in the customer’s real workflow today?
- Measure: Where is time, money, capacity, quality or opportunity being lost?
- Prioritize: Which part matters enough to change now?
- Translate: Explain the improvement in the customer’s language.
- Test: Put the message or process in front of real buyers and learn from behavior.
Use the words people in your industry already use. Clear language is a competitive advantage. If a sentence would sound strange in a normal conversation with a customer, rewrite it.
Once the basic process works, define what you will measure: reply rate, qualified conversation rate, discovery-to-demo conversion, time-to-value, retention, expansion or another metric tied to the actual behavior. Advanced marketing is usually better instrumentation and tighter feedback loops—not simply more tactics.
Do this before the next session
Write one sentence beginning: “We are starting with…”