Have the courage to invest in this critical step in your marketing plan.   Maybe the most underrated aspect of any marketing plan is understanding your targets and their buying behaviors.  

This doesn't just hold for some of your apparent targets but also for those influencers in the organization that also play a role in final decision-making and require a bit of nurturing and brand awareness.  

Building the verticalized buying personas of your target audience or multiple target audiences helps clarify the proper messaging and tone needed to build a successful campaign.  Buyer personas – don't start it wihout them!