Almost every brand says it's customer-centric. Almost all of it is aimed at the tiny slice of people ready to buy today, and nobody is marketing to the wait.
B2B marketing strategist Justina Ciecierska opens the new season by taking apart that habit. At any given moment, only 1 to 5% of your audience is actually in a buying window, and by the time they get there, most have already made up their minds. So pouring your budget into that moment is a tough sell at best.
Her alternative: build a waiting room in the buyer's head. Optimize part of your marketing not to convert, but to be remembered, so that when the window finally opens, you're the brand they think of first.
In this episode:
Why buying windows are shorter and rarer than marketers admit
Category entry points, and how they reveal what your product really means to a customer
The split between the "waiting room" (memory) and the "sales room" (making it easy to buy)
Why emotion is the one thing you should never hand to a machine
A call to make ads worth remembering again
"It's literally programming and repeating, repeating, repeating. Human memory is like, you forget about things." — Justina Ciecierska
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