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In this episode of the Next Gen Strategies podcast, Grant and Tyler explore "marketing in the middle," focusing on businesses in transitional phases. They emphasize the importance of understanding a company's brand and target audience to avoid disjointed marketing efforts. Key components discussed include having a cohesive marketing plan, assessing current tactics, and prioritizing execution. They highlight common pitfalls like overburdening marketing teams and the necessity of a balanced skill set. Practical examples from B2C and B2B contexts, particularly the restaurant industry, provide actionable insights for refining marketing strategies and improving brand messaging.