Now that you’ve researched your ideal customer’s pain points and buying journey, it’s time to build your marketing so it meets your prospects along the way. That means anticipating their questions and answering them exactly where they need to be met. The idea is simple: Build a bridge between where your prospects are and where they want to be. You’ll need to do this in several ways. The first, and most important way, is through your website, email and the content that you deliver.