One of the most egregious mistakes new entrepreneurs make is ascribing to this cardinal, early-stage marketing assumption. Another common, and dangerous, pitfall new entrepreneurs make is not taking the time to connect with their target market before developing a software product and marketing plan. It is one of the most overlooked strategic marketing pillars new entrepreneurs make in marketing, including myself, years before I founded Selzy. The lifeblood of trustWhen placing dollar-figure allocations to your digital marketing program, you don'twant to spray-and-pray. Content entrepreneur and speaker Joe Pulizzi, author of over a half-dozen content marketing books, consistently discusses the value transfer in content marketing.