Great marketing doesn’t start with industry jargon or product features. It starts with the customer problem. After years of marketing ATMs, fintech, SaaS, cybersecurity, managed services, and other B2B technologies, I’ve learned that industries change, but buying motivations often look familiar: save time, reduce risk, improve efficiency, grow revenue, and make life easier for the people doing the work.

Two client campaigns and a personal experience are shaping how I approach 2027 marketing budgets — from meeting account holder needs to building awareness of existing services.

AI has become one of the most valuable tools in my marketing toolbox – but it's still just that: a tool. I use AI every day to research, organize information, strengthen messaging, improve content, and save time. What it can't do is interview customers, build relationships, or uncover the insights that come from listening. The best marketing still starts with people. AI simply helps me tell their stories more effectively.

Great service companies don't sell services. They solve problems. A chance conversation with a credit union CEO reminded me that customers weren't looking for ATM outsourcing – they were looking for more time, fewer frustrations, and a better experience for their members. That simple insight has shaped the way I approach product marketing, customer messaging, and go-to-market strategy: start with the customer's problem, not your product's features.

More than 77% of U.S. consumers are worried about their financial future and the economy. This creates an opportunity for credit unions to strengthen member relationships and improve financial education within their communities. One effective way to increase visibility and engagement is by partnering with an ATM outsourcing provider to install convenient, branded ATMs at Select Employee Groups (SEGs)