In this episode I outline how to identify your company’s target customers. I do so by revealing how your company’s custodians are as important as actual customers. Think of it like a football club organising pre-season tours to far-flung places, despite many of those fans never actually being able to go to the ground.

Zonal Marketing is a model specifically designed for challenger brands. Using a football analogy, I help ambitious start-up and scale-up founders just like you to organise your channels, content and targeting to maximum effect.

To find out more about Zonal Marketing, about me or my work, visit x-cmo.com.