How well do you know your customers? What are their greatest business challenges? What drives them? What challenges do they face on a daily basis?
If you do not know the answers to these questions, it is time you did some research.
The buyer personas you use as the foundation of your marketing efforts – i.e. the fictionalised representations of your ideal customers – should answer all of these questions, and you should know your customer inside out before they have even initiated contact with you.