Planning Marketing Around How Your Customers Buy

A useful marketing plan begins with the customer. What are they trying to accomplish, what do they need to understand, and what helps them decide whether your product is a fit?

For a manufacturer, those questions can shape the website, creative, advertising, and sales follow-up.

Start With the Buying Decision

List the questions your team answers repeatedly. These may involve product applications, specifications, installation, availability, or the information needed for a quote.

Decide which answers belong on a product page, which benefit from a demonstration, and which require a conversation.

Give Each Channel a Purpose

Your website provides a clear reference for products and capabilities. Creative shows the product in use. Advertising introduces the offering to relevant audiences or reaches people already searching.

For Western Interlock, the work included advertising and organic content explaining paving stone applications. Buyer education was central to the creative.

Connect Marketing With Sales Feedback

Lead volume is one part of the picture. Ask your sales team whether inquiries match the products you sell, what information is missing, and which questions keep coming up.

Use that feedback to refine content, forms, and campaigns.

Agree What Will Be Measured

Choose measures that match the engagement. These may include relevant inquiries, cost per lead, sales attributed to campaigns, or time saved in follow-up. Define how the information will be collected and reviewed.

Explore our approach or talk with Jackson about your marketing priorities.