To be able to market successfully you ideally need to know who it is your marketing to. A clear understanding of your customer will impact every aspect of your marketing and sales process.
Start by considering goals and values. What are the goals of your customer that your business can help them to achieve but also looking at what your customer is committed to, their values.
You’ll next want to look where they usually find their information. Do they have any gurus, what books/magazines are they reading, and what trade shows/events do they attend. This will help you identify where you can advertise and how to speak to them in a way they understand.
You’ll also want to consider their demographics. Age, gender, marital status, do they have kids, where do they live. You’ll want to look at the baseline data too, Occupation, Title, income and education.