Marketing isn't making a creative and switching on targeting. This is the most common misconception: people see marketing only as advertising, i.e., "a pretty video + targeting."
What marketing actually is
Creative and targeting are marketing's very last, visible part. Beneath them lies a big system: for whom (ICP), which problem, with what unique offer you solve it; through which channel and funnel; how you measure the result.
If that system isn't built right, even the prettiest creative delivers no result. Conversely, a simple creative works wonderfully on top of a strong strategy and offer.
Conclusion
Reduce marketing to "creative + targeting" and you'll always burn ad budget waiting for a result. Marketing is one system with sales; the creative is just the tip of that system.