A common mistake that many companies make is using a “one-size-fits-all” approach to its marketing efforts. Said another way, the company comes up with one marketing strategy, uses mass marketing techniques and the same messaging to everyone that sees its advertising. Yes, that is a simple approach, and saves you time and efforts required to customize your messaging to specific sub-audiences. But if you are looking to maximize your return on marketing spend, that additional upfront investment in building customer personas (sub-audiences) and a customer journey flow (from upper funnel to lower funnel) will pay back in spades. So, don’t be a penny wise in the short run and