On "When Your Audience Isn’t Who You Think They Are"

Most marketers are guessing at who actually buys their stuff, and backup power for commercial sites proves it—the real decision-maker isn't the electrician on site, it's the facilities manager or operations director who never touches a ladder. You can blow through your whole budget reaching tradespeople and miss the actual buyer entirely, which means your audience research needs to start with who has budget authority and veto power, not who does the hands-on work. If you're targeting based on job titles or personas you invented instead of actual buyer behavior, you're basically marketing blind.