It’s important to develop buyer personas to understand what is motivating your key decision makers both emotionally and rationally. Knowing what appeals to audiences helps companies craft specific messages that can turn shoppers into buyers.

Some brand influence points are easily overlooked when a company’s emphasis is on filling its sales pipeline. However, being more diligent about understanding the buyer journey can have a significant impact on the bottom line by retaining and growing existing customers, increasing the effectiveness of the sales channel, encouraging referrals and more.

Due to an incredible number of technology advancements, marketers can now utilize data like never before to significantly enhance marketing efforts. Data is nearly ubiquitous in business but is particularly poised to support marketers across three stages of customer engagement.

According to Foodservice Equipment & Supplies’ 2014 Operator Purchasing Study, among foodservice operators looking to purchase equipment or food items, 75% conduct their own extensive research prior to making a buying decision.