The reason marketing plans don’t get implemented is that they are focused on what an organization wants to achieve, rather than needs to achieve. Even more costly is the key decision makers guesswork about how to deliver the content, which has much more to do with senior executive preferences than the buyers’.
What your buyer does to make a decision
What are the steps that your buyer might take during their decision journey. Try to look at what your buyers do. Once you know where buyers go for trusted information and who influences their decisions, you’ll have the data you need to decide which marketing spend is most valuable and what deserves less attention.