“The right time means targeting prospects when they're ready to buy. Or targeting them when they're close to ready to buy. There's a whole customer journey a buyer goes on before they buy. You want to enter their lives at just the right time to get them as a customer. If you enter too early, they're not ready. It may be expensive educating the prospect enough to drive them to a state of readiness. If you enter too late, they've bought from your competition or tried something else. Effective marketing is the right message to the right market at the right time.”