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A lot of IGCs have great marketing tactics, but if they aren’t underpinned by a foundational strategy, then they have the trees but not the forest. To fully resonate with your customer, you need to figure out questions like, “What is the real reason our customers come to us?”; “Who is our target customer, anyway?”; and “What are the tactics that tell the story of our brand best to that customer?” Rob will discuss how you can get there with your own team.
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