Show it, sell it; hide them, keep them
The best product marketing campaigns follow a very simple road map: “Show it, sell it; hide them, keep them”
Show it : Optimize your marketing to get to the “Aha, i knew this was a problem i have and this thing solves/improves it.”
Sell it: Sell them, the problem,culture or whatever your products/processes can do for them.
Hide Them: Hide your customers from other (hopefully inferior) ways of doing things.
Keep Them: Keep all of the core audience with you forever or till your product/brand/company stops care about the audience.
Getting to this part is hopefully easy and not so confusing. A couple of side notes:
What you are selling can be anything and the value prop can be pretty subjective.
Different Target Groups simply respond to different and (mostly) distinct props. It can be Price Points, Product Positioning, Process (too complex of a subject to write about here), Simplicity (of using it, migrating to and fro among many other things) and for any decent sized product (by $$$,no of customers, features and more) you will typically have a bit of all sprinkled all over your constraints.