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In this episode we interview Justin Cruz, Director of Digital Marketing at TSIA. He shares how his team builds a demand engine that stays human, relevant, and repeatable. 

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What you'll learn in this episode:

• How Justin defines personalization: relevant and timely messaging, not a first-name token.
• A simple definition of scalability: systems that compound results over time.
• Why only a small share of your market is ready to buy—and how that changes your plan.
• How to sharpen your ICP with real purchase data and recent behavior.
• A practical way to map content to the five stages of awareness.
• How to reuse a few strong assets across segments without sounding generic.
• Where AI helps: synthesizing customer data and enabling on-site personalization.
• How to run a fast audit of your funnel, from reach to “contact us,” and fix obvious gaps.
• Tools and tactics he uses: AI-powered web personalization and message routing from ad to page.
• A plug-and-play framework (“FOCUS”) to keep strategy, tools, and tracking aligned.