B2B marketers can take for granted how, most the time, their target audience wants their product or service – longing for or actively looking for it.
But what about when your audience isn’t in the market for your products or services? They might know your offering as a nice-to-have – an inessential upgrade – but may be unaware that it solves a problem they need to overcome. Or they might not be aware that the problem – that your product or service solves – is even a problem in the first place.
In this case,
