Welcome to Sales & Cigars, the sales podcast, where the only smoke we blow is from cigars.   In this episode, host Walter Crosby is joined by marketing professiona James Hipkin to discuss common marketing mistakes business owners make and how to better align marketing strategies with customer needs. To begin, James emphasizes that a company’s greatest growthengine is its current customer base. By understanding and nurturing relationships with existingcustomers, businesses can drive referrals and scale more effectively. Marketing should startwith a deep understanding of these best customers and aim to attract more like them. Jamesalso notes that great marketing cannot create demand where none exists; rather, it should meetcustomers where they are and speak to their desires and fears.   James critiques the common practice of relying on superficial marketing tactics, like simply having a website or shouting “calls to action,” which often reflects an "inside-out" approach. Instead, he suggests a shift to an "outside-in" mindset that invites prospects into “people like you pathways,” allowing customers to self-identify and choose their journey. To help smaller businesses apply these principles without the massive budgets of large brands, James developed a cost-effective process using structured interviews with ideal customers and AI toolsto generate detailed customer avatars and buyer journey maps. This method enables tailoredmessaging that resonates deeply, improves sales scripts, and fosters collaboration betweenmarketing and sales for more powerful, aligned strategies. Effective marketing strategy helpspre-qualify prospects so that sales conversations become more natural and effective.   This is made possible by understanding the customer deeply through tools like avatars and buyerjourney maps, allowing for the right message to reach the right person at the right time. Whendone correctly, customers feel understood and develop trust through each stage of the process.   However, James warns that even well-designed marketing can be undermined by poor sales execution, which ultimately disrupts the buyer’s experience and can drive them away. James also shares insights from his extensive experience working with companies to improve loyalty and customer retention. A flawed sales process, he notes, is often the root cause of loyalty problems. He stresses the importance of a buyer-first, outside-in sales approach that walks alongside the customer rather than leading or dragging them. Listening, asking thoughtful questions, and embracing silence are crucial skills for salespeople to truly understand and help their prospects. James’s toolset, Marketing Sage Advantage, is designed to help businesses gain clarity on their ideal customers, messaging strategy, and measurement. He frames marketing as a three-legged stool—audience, value, and measurement—and underlines that success comes from aligning all three.   Key Points:  •Biggest problem with Marketing is a lack of strategy •Primary purpose of website isn't conversion •MarketingSageadvantage.com   tool set •Audience, value you bring, measurement •Listening to conversations   Find more episodes of Sales & Cigars here. Learn more about James Hipkin. James’ book Jame’s company   Red8 Interactive, Inc. launched Inn8ly to help small business owners take full advantage of a  modern website without being bogged down with all the complexities of a modern website. Our 3 Keys to Success for Small Business Owners: ◉ Customer-centric design ◉ Efficient build ◉ Secure hosting    •Outside in conversations