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In order to provide the most appropriate library resources to our patrons we need to actively connect with them as people first to learn what their information needs and barriers may be. Developing a systematic approach to seeking out and responding to feedback can provide us with the information we need to acquire eventually well-used resources. A library in which this kind of intentional communication style is prevalent can be called a “marketing-aware” organization. In this presentation we will discuss all the components of a marketing cycle for electronic resources, with a special focus on the patron. We’ll discuss how to build a marketing team, ways of knowing your patrons, and hear real-world examples of recent projects that were designed to learn about a user group.