It’s an all-too-common story: Someone is learning how to market a startup, so they acquire all the trappings of a marketing operation without knowing why they work. They launch a Twitter account, a LinkedIn company page, a website, and start running ads—and nothing happens.
Despite all their posting, launching, and running up the corporate card, few visitors become leads. And of those, few buy. Their problem? They didn’t start with the most important part of startup marketing: Understanding why people buy.
Without understanding why someone purchases or the journey they undergo to get there, a marketing operation rarely works.