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Sarah Aird-Mash
Permission, Trust & Data: The New Gold for Marketers
Marketers, let’s get straight to it: your ability to nurture leads and steer them through the buying journey hinges on one priceless asset-trustworthy, permissioned data. In today’s world, where large language models (LLMs) and AI gatekeep digital conversations between brands and customers, without solid data governance and customer permission, you might as well be shouting into the void.
Mitch Richards
The Funnel You Built Yesterday Won't Get You to Tomorrow
If you’re still polishing that classic funnel, I’ve got to be honest – it’s basically a fossil. Acquisition costs are climbing, churn is waiting around every corner, and the tidy little triangle from Marketing 101 has turned into a black hole – swallowing budget and energy while leaking growth all over the place. The funnel is dead. Long live the bowtie funnel.
Sarah Aird-Mash
The Google Search Apocalypse (And How Your Business Can Survive It)
LLMs have already rewritten the rules of search—turning one-click queries into instant answers that leave brands fighting for visibility. As traffic drops and CPCs rise, the businesses that win will be those that shift fast, making their content quotable, trustworthy, and AI-ready.
Sarah Aird-Mash
Balancing Long-Term Goals with Short-Term Outcomes
In B2B marketing, professionals face a unique challenge: delivering immediate results while staying true to long-term strategic goals. Recent data* offers a more balanced view than headlines often suggest, showing that marketers aren’t solely driven by short-term targets but are working to build lasting value too.
Mitch Richards
Building a B2B Community That Thrives
For B2B brands looking to create a thriving community, understanding where audiences can be found, what they seek, and how best to interact with them is crucial. There's a whole world out there beyond LinkedIn.
Sarah Aird-Mash
Your Go-to-Market Isn't Broken – It's Misaligned
In the rush to launch, scale, or hit next quarter’s number, many companies skip the hard work of building a truly aligned, customer-focused GTM strategy.