Whom are you targeting? Marketers often think that demand generation means stuffing a giant sales funnel full of content. But according to Beki Scarbrough, no company should be maintaining just one catch-all sales funnel. “You can’t treat everybody the same because it’s weird,” she explains. To avoid weirdness, marketers should never press “send” on an email blast until they can answer this simple question: why should your audience care?