Every marketer should be able to understand their audience, and when it comes to businesses, that involves understanding both their current needs and how they might develop in the future. Shawn McKee has advice on how to scale your marketing to respond to both.

Key talking points

• Why it's important to scale your marketing to reflect your target audience.
• How to go about understanding your audience's needs now and in the future.
• How to identify the best targets for your ABM activities.