To deliver marketing results that bring in business objectives, the first step is to clearly define those objectives. That means that after a business objective has been defined (use the S.M.A.R.T. chart), that objective should be translated into an audience the business wants to connect to. If, for example, a business wants to sell its offering into a new market, the latter will be defined by an audience having a clear identity. Such identity could include demographic, sociographic, and behavioural traits. Those traits will help the marketing team design a marketing campaign that caters to the audience's identity (such as messaging, value proposition, promotion, price, and marketing channel).

1. Marketing Goals
HOW TO DESIGN MARKETING
GOALS THAT ALIGN TO BUSINESS
OBJECTIVES
Business Objectives
Translate business objectives into a target audience and a
customer persona. Identify which value proposition from the
business would resonate with each customer persona.
Marketing Goals
Assign to each customer persona a set of core keywords
and design content around each keyword. Produce content
that satisfies each intent: navigational, informational,
commercial, and transactional.