One of the critical questions that has to be answered before you can do intelligent marketing, is who are you trying to reach?
This is called “target markets” “market segments” or “publics” and can include factors (in consumer marketing) such as age, gender, income level, location, etc.
One important point is that who you are trying to reach may not be the person who makes the decisions or is actually going to make the purchase.
This applies to both consumer marketing and business-to-business.
In the consumer world, you market toys to the kids, who then go to Mom demanding or asking for their very own (fill in the blank).
In business-to-business marketing, it may be the CEO or Purchasing Agent making the decision, signing the purchase order or writing the check. In many cases the decision is influenced, the purchase is initiated by, or virtually or actually decided by someone else.
Computer systems decisions are almost always strongly influenced by the IT Department.
You can often get a lot farther by marketing to the decision influencer than the decision maker. Sometimes you have to market to both.