Why Everybody Is Not Your Customer

Send us a message! In this episode of On the Move, Jennifer Karpus-Romain welcomes Doug Davila, Vice President of Strategy at Position : Global, for a conversation about one of the most overlooked drivers of marketing success: knowing exactly who your ideal customer is, and who isn't. Drawing from decades of experience in B2B marketing and brand strategy, Doug explains why an ineffective Ideal Customer Profile (ICP) can quietly undermine marketing performance, sales alignment, and business growth.  The discussion also explores how transportation marketing has evolved over the years, the impact of AI on today's marketing landscape, and what attendees can expect from Doug's upcoming session, Everybody Is Not Your Customer: The Hidden Cost of a Bad ICP, at TMSA's Marketing Virtual Accelerator. Support the show Check out the Transportation Sales and Marketing Association (TMSA) website or engage with us on LinkedIn.