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In this segment of his marketing talk, Emilio Garcia explains how marketers can revive non‑engaged prospects by first gathering intent signals from a website, CRM, and broader marketplace data. He recommends creating a segment of Ideal Customer Profile (ICP) members who have not interacted with the brand for 90–180 days. The recommended campaign objective for this audience is pure reach: repeatedly surface the brand and a brief value proposition to build awareness, acknowledging that brand‑presentation spend is a difficult, often under‑utilized investment in marketing.
