If you sell to HR buyers, you already know how much the landscape has changed.

One week, everyone’s talking about wellbeing. The next, it’s hybrid work. Then DEI. Then cost control. HR leaders are constantly resetting their priorities - which means if you’re not building audiences around change, you’re missing the moment.

And yet, most marketing still targets on autopilot: job titles, sectors, company size.

That might get you reach. But it won’t get you relevance.

The Problem With "Standard" Targeting

The rise of intent data helped. It got us a little closer - but in truth, it’s still a blunt tool.

Not many senior HR leaders go searching for new tech or suppliers. Those who do? The intent signal is gone before your campaign even lands - and there’s a queue of 50 vendors behind you.

Intent data gave us visibility. It didn’t give us depth.

The Shift: From Filters to Feel

The next leap isn’t about more data. It’s about smarter data.

Imagine being able to build audiences like:

• HR Directors who’ve just joined companies with low engagement scores.
• Fast-growing financial services firms expanding into new markets.
• Agencies with Gen Z-heavy teams struggling with retention.
• Global brands talking about wellbeing but not yet investing in it.

That’s not a database query - that’s a campaign brief.

And with Bernard, you can actually do it.

Think It. Build It.

Instead of spending days filtering by titles and sectors, you just describe what "perfect" looks like.

"Show me companies hiring new HR Directors where Glassdoor reviews mention culture or burnout."

"Find brands expanding internationally that have never run wellbeing campaigns."

"I want to find new Heads of Reward that have inherited an EV scheme"

Bernard connects millions of live data points - hiring moves, company updates, social posts, strategy announcements - to turn that description into a real, buildable audience.

You’re not reacting to intent; you’re predicting it.

The Role of AI for HR Marketers

AI isn’t here to replace creativity or planning. It’s not going to write your 2026 marketing strategy or pick your next agency.

But it is here to make your best campaigns sharper, faster, and far more relevant.

Because when your creative is strong and your audience is precise, you don’t need to shout louder - you just need to show up in the right inbox, at the right time, with something that actually matters.

That’s what great marketing has always been about. AI just makes it possible at scale.

Back to the Buyer

At the end of the day, your HR prospects aren’t static personas. They’re people trying to solve ten problems at once - retention, wellbeing, growth, engagement, compliance. Their priorities shift constantly.

If your targeting keeps up, your message cuts through. If it doesn’t, you’re just more noise in an already crowded week.

With Bernard, you can build campaigns that adapt as quickly as HR leaders do - connecting your message to what actually matters right now.

You don’t need bigger databases. You just need smarter audiences.