Influencing the audience has fundamentally changed over the last few years; possibly more so than any other recent marketing challenge.  

Understanding your audience's buying journey is crucial in making sure you have the right content for the right influencer at the right moment within the right environment (and breathe)!

Before any campaign make sure you've done your research. Create buyer personas, audit your content around what you know about your targets and plug any gaps.

Lastly, try to understand why they are looking to buy  (unhappy with their incumbent for example). This will give you the edge in creating messages that have a greater chance of cutting through all the noise,