How to

How to create a marketing strategy for a product or service your audience doesn’t even know they need

23 Feb 2024 By Matt Hicks 3 min read

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,

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Matt Hicks

Strategy Director

Matt has worked in senior B2B marketing roles around the world for 20 years. Much of his career has been spent in-house, leading global projects for industry specialists such as Mammoet, Orbia and Bitdefender. Matt leads the strategy and performance teams at Lesniak Swann, ensuring that clients benefit from high-quality thinking throughout projects, and high-performing campaign activation that’s keenly aligned to commercial goals

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