The need for emotional connection isn't limited to consumer products. All software is used by humans whose expectations are set by the best B2C experiences. Even enterprise products must honor user emotions to succeed, a concept termed 'Business to Human'.

Don't unleash a generic AI agent on your entire database. To get high response rates, segment contacts into specific sub-personas based on role, behavior, or status (e.g., churn risk). Then, train dedicated sub-agents or campaigns for each persona, allowing for true personalization at scale in batches of around 1,000 contacts.

ABM often fails because it's treated as a siloed marketing initiative. To be effective, it must be an "Account-Based Experience" (ABX) where marketing, sales, and operations are fully integrated to create a seamless, unified journey for the entire target account.

Managing multiple, distinct customer avatars is confusing and inefficient. Instead, define one core avatar and map their evolution across different stages of their journey (e.g., beginner to advanced). This simplifies messaging and creates a clear path for your audience to grow with your brand over time.

A key litmus test for genuine ABM is moving beyond abstract personas to identifying and targeting specific, named individuals within an account. This focus on real people, not roles, is what drives deep personalization and relationship-building.

B2B marketing often assumes a sterile, professional-only mindset. This is flawed. The same person scrolling LinkedIn during the day also binges consumer entertainment at night. B2B content should embrace humor and personality, recognizing that you're always marketing to the same multifaceted human being.

Don't just target the same job titles as your best customers. Dig deeper into the buyer's professional history (e.g., a COO with a 20-year sales background). This backstory is often the true indicator of an ideal fit, allowing for more precise and effective targeting.

Modern marketing relevance requires moving beyond traditional demographic segments. The focus should be on real-time signals of customer intent, like clicks and searches. This reframes the customer from a static identity to a dynamic one, enabling more timely and relevant engagement.

The traditional divide between B2B and B2C marketing is obsolete. Effective brands must speak to business and consumer audiences with the same authentic voice, bridging efforts to create a cohesive identity, much like how the NFL mothership brand supports individual team brands.