AI, ABM… What Really Matters When It Comes to Marketing

by Morgan Alverson | Jan 16, 2024

It seems like every time we turn around there’s a new “thing” in marketing – AI, ABM (all the acronyms). It’s the trend, the thing everyone’s talking about and doing, etc., etc. It can be so easy to fall into the trap of running to this new trend, but then we’re constantly in a cycle of starting new things. This can easily lead to losing focus on what really matters when it comes to marketing.

In the world of marketing, where trends come and go, and strategies evolve rapidly, one fundamental truth remains unchanged: understanding your audience is the cornerstone of successful marketing.

We can never lose sight of the fact that our audience is what matters most. 

• Who are they? 
• What do they need? 
• What problem are they facing (that my business can solve)? 
• Where are they “hanging” out for me to best reach them? 

Answering these questions is where our focus should be.

Sure, we can try out AI and see how it can help our business. And yes, we can use ABM strategies and test messaging. Try that direct mail piece. But none of it matters if we don’t fully understand our audience.

Marketing is about solving real problems for your audience. Put yourself in your audience’s shoes, and understand their emotions and the problems they face. Use empathy to create content that resonates emotionally, showing your audience that you understand their struggles and are committed to helping them overcome obstacles. Show genuine concern for their well-being through your marketing. Remember – we’re all human beings. That is what really matters when it comes to marketing.