WHY you need to truly know your market

The root of marketing is market. We forgot a lot about market, and we focus on the ing the act of marketing. Marketing happens in a market, and the market team needs to be intimately familiar with the watering holes of where customers live. Their problems, their challenges. Who do they trust, who do they respect, who influences them, who are their vendors, who are their agencies, who do they pay? What are their business challenges, what are their business initiatives? That's what constitutes a market. And that means that those relationships, that. That's nearbound. Nearbound is the relationships that connect people so you can surround the customer. Outbound was about targeting. Inbound was about attracting. Nearbound is about surrounding the customer with the voices they already trust. And I believe that should sit in the marketing team, absent it not being C suite visible.