The right message, to the right person, at the right time. It is the core of good marketing. But how do you discover what the “right” message, person and time are? Customer research is essential for good demand gen marketing, but is often skipped or skimmed over in favor of tactics. So how do you do thorough customer research in such a way that it is practical and “actionable”? And how do you make it an ongoing part of your marketing efforts? In this fourth episode, Bob and Jeff continue to peel off the demand gene “onion” by answering these questions.

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