This article can help you market your fitness company in the proper way. I’ll go over some effective strategies that you can use for this purpose here. These strategies are easy to apply and give promising results. Let’s start.

Understanding Fitness Marketing:

Fitness marketing revolves around promoting your fitness company such as a gym or a yoga center. The main goal of this marketing is to increase brand awareness and encourage more people to join your business.

Businesses use their positive points to attract people. Most of them hire marketing experts who use different means such as social media to conduct this promotion. Experts believe that there are three major components of this marketing. They are:

·         Understanding and working on the right targeted audience.

·         Sharing content/message with the audience through the right sources.

·         Providing offers and packages to attract people.

Best Marketing Strategies for the Fitness Sector:

Here are the details of these strategies:

Start a referral program:

First of all, you have to use the customers that you already have. Using a referral program is the best way to do so. You can encourage your customers to refer your business to the people they know. This reward can be in the form of a fee discount. You can also give them any fitness product for free. 

Social media marketing:

Many fitness businesses are using social media marketing. people spend most of their time scrolling on social media. So, you can use it to reach out to a large audience easily.

There are a lot of different techniques used in it. However, creating quality content such as images and interviews with customers can be useful. People will get inspired by such content and join your business.

Promote Fitness Products:

Fitness products are a huge part of fitness businesses. Gyms and other fitness centers usually collaborate with manufacturers that make fitness products. However, some businesses make their own products as well.

Promoting these products can help you get more customers. For example, if you have a product like high protein bone broth, you can promote it to weightlifters. When they analyze or use this product, they will become aware of your fitness business such as the gym as well. As a result, they might try joining if your product satisfies their needs.

Use social media fitness influencers:

Many people are inspired by fitness influencers through social media. These influencers encourage their followers to get in shape and start taking care of their health. You can use these influencers to reach out to their followers.

For example, you can send them samples of your fitness products to test and review. You can also do this for your gym and training center. If any influencer lives near your company, you can give them a full discount to join your gym. In this way, you can ask them for a promotion in return.

Build a website that ranks:

A proper website has become somewhat of a necessity for fitness businesses. It can be used to manage subscriptions and other sectors of your business. It can also help you reach out to more audiences in your area. However, you will have to rank it in your local search engine search results.

Many businesses are using local SEO for this purpose. It is a technique where experts optimize your website so that Google can rank it in its top results. As a result, people will start seeing your website whenever they look for a similar business online. In this way, you can attract more and more customers almost every day.

Use email marketing:

Email marketing is an easy way to promote any type of business including fitness businesses. It is a simple strategy where you send business-related emails to your customers and general audience.

These emails can both be educational and promotional. The main goal is to keep on persuading a person about the good things about your fitness business. Eventually, they will make up their mind and join your fitness center. Just keep in mind that it is a time-consuming process. However, the results it will bring can be very promising.

Conclusion:

Marketing is important for businesses and the fitness sector is no exception. The competition is high and you have to make sure more people join your business. You will have to promote your business the right way for this purpose.

There are different types of techniques and strategies that you can use. I have discussed some of the very best ones in the information given above. If you use them the right way, they will help you gain more audience and customers easily.

FAQs:

 Is promoting a fitness business expensive?

It depends on the strategy you’re using. Some strategies can be budget-friendly and some might cost a bit.

Does promoting on social media bring quick results?

Probably not. Your content will take time to reach an audience. The audience will also take a little time to join the business.

Is marketing fitness through emails necessary?

Not really. Email marketing for business isn’t necessary. However, it can give you some plus points in your marketing campaigns.

Following Musk’s purchase of X, the mercurial executive began slashing the security and moderation teams, leading to widespread criticism and accusations that hate speech began flourishing on the platform. In late 2022, US senators expressed concern to the FTC, saying that Musk “has taken alarming steps that have undermined the integrity and safety of the platform, and announced new features despite clear warnings those changes would be abused for fraud, scams and dangerous impersonation.”

According to TechRadar, X appears to be on a hiring spree, undoing some of the layoffs that have happened over the past two years. X cut the Trust and Safety team to 2,849, down from 4,026. Full-time moderators dropped from 107 to 51. The company has listed openings for at least two dozen jobs, all of them in cybersecurity and safety.

Why the About Face

There is no word on why X is suddenly reversing course, but it’s not hard to imagine. Telegram CEO Pavel Durov was recently arrested for his company’s lack of moderation, with France trying to hold him personally responsible for Telegram’s failures. Elon Musk has already indicated that he may begin limiting his travel to countries where free speech is constitutionally guaranteed. Nonetheless, it’s not a stretch to believe that Musk and X may be looking to stave off the kind of legal action Telegram and Durov are facing by bolstering moderation.

Similarly, X recently sued the Global Alliance for Responsible Media (GARM), the World Federation of Advertisers, and a number of corporations, alleging illegally boycotted advertising on the platform as a result of corporations’ advertising appearing next to posts that included hate speech and other toxic content. It’s possible X may be trying to proactively address the complaints in an effort to bolster its court case.

Whatever the cause for X’s about face, improved security and moderation can only improve the platform’s situation.

News broke over the weekend about IRD’s deals with Facebook and LinkedIn, a deal that sees lists of hundreds of thousands of users’ data sent to the forms to drive ad campaigns. To make matters worse, tax payers had no recourse or way of opting out.

The agency initially defended it’s actions by saying that all data—which includes names, birthdates, phone numbers, email addresses, and physical addresses—was properly anonymized by hashing it. There’s just one big issue: Hashing data does not reliably anonymize data.

The Problem With Hashing

Hashing involves converting text or data into strings of numbers and letters, making the original text unreadable without the algorithm that was used.

Unfortunately, as both RNZ and The New Zealand Herald highlight on their coverage, hashing has long since been discarded as a viable means of securely anonymizing data. In fact, the US Federal Trade Commission explained how hashing worked in July 2024, and pointed out the flaws in the process.

Hashing involves taking a piece of data—like an email address, a phone number, or a user ID—and using math to turn it into a number (called a hash) in a consistent way: the same input data will always create the same hash. For example, hashing the fictional phone number “123-456-7890” transforms it into the hash “2813448ce6316cb70b38fa29c8c64130”, a hexadecimal number that might appear random, but is always what someone gets when they hash that phone number.

Hashing has a nice potential benefit: a hash by itself cannot easily be used to guess what the original data was. For this reason, companies often use hashing in cases where they are uncomfortable writing down or sharing the directly identifying data, but they still want to be able to store the data for matching against later. Since the hash “2813448ce6316cb70b38fa29c8c64130” appears meaningless and seemingly can’t be used to find the original phone number, companies often claim that hashing allows them to preserve user privacy.

Unfortunately, as the FTC goes on to say say that such logic is flawed, and hashing should not be relied on alone.

This logic is as old as it is flawed – hashes aren’t “anonymous” and can still be used to identify users, and their misuse can lead to harm. Companies should not act or claim as if hashing personal information renders it anonymized. FTC staff will remain vigilant to ensure companies are following the law and take action when the privacy claims they make are deceptive.

European regulators arrived at a similar conclusion in 2019, finding that hashed data could be de-anonymized.

In fact, it is generally a trivial process to de-anonymize data that has been hashed. Jonathan Wright, a developer and cybersecurity consultant, told RNZ that he was able to use basic online tools to de-anonymize hashed data from his bank, saying he could do it “in sub-one second.”

Despite the clear evidence that hashing is not a secure and private solution, IRD and Revenue Minister Simon Watts maintained it was viable, and adequately protected user data. It was only after multiple outlets reported on the issue that IRD finally said it will investigate the data sharing.

The Bigger Issue

The bigger issue, in many people’s minds, is why IRD thought it was acceptable to share taxpayers’ data with social media companies in the first place. In an era where corporate data collection and surveillance has reached Orwellian proportions, many believe government’s role should be to protect users and their data, not get in bed with the very companies abusing users’ trust.

“Our biggest government department and our biggest corporations in New Zealand… are doing this on a wholesale level,” David Buckingham, a Queenstown employment consultant, told RNZ.

“It’s not us who are giving over our details. It’s a third party who are giving over our details without our knowledge,” Buckingham added.

“The kind of campaigns that might take place essentially allows these companies to have a level of profile that… we don’t know about, and… if we did know about it, we wouldn’t want to consent.”

Yaccarino, in her announcement, emphasized the strategic nature of the hire, stating, “Angela brings incredible experience and expertise, understands how to grow a brand globally, and is exactly the right person to lead X’s marketing as we accelerate our innovation.” Zepeda’s appointment comes during a critical moment in X’s transformation, as the platform seeks to redefine its presence in a crowded digital marketplace and explore new revenue streams.

Today, I am delighted to welcome Angela Zepeda to X as our new Global Head of Marketing. X is the world’s most meaningful platform so it was essential to hire an exceptional leader like Angela to further shape our transformation. Most recently serving as CMO/Chief Creative…

— Linda Yaccarino (@lindayaX) September 9, 2024

A New Chapter for Zepeda

Zepeda, who officially departed Hyundai in late August after losing her CMO title during an internal reshuffling, expressed her excitement in joining X. In a post, Zepeda remarked, “I’m thrilled to shift gears and drive into a new adventure as the Global Head of Marketing for X!” Her transition from automotive to tech marks a significant pivot in her career, as she takes on the challenge of steering marketing efforts for a platform with global reach and influence.

Zepeda had a celebrated tenure at Hyundai, where she was known for pushing the envelope in creative and experiential marketing. Under her leadership, Hyundai’s brand presence expanded significantly, thanks to bold initiatives that resonated with consumers and highlighted the company’s commitment to innovation. Zepeda’s expertise in leveraging creativity and performance marketing is expected to play a crucial role at X as the company seeks to redefine its global brand.

I have X-citing news to share!

After an incredible five year journey as CMO/CCO for Hyundai, I’m thrilled to shift gears and drive into a new adventure as the global head of marketing for X! https://t.co/n9qLSa27p8

— Angela Zepeda (@angelamzepeda) September 9, 2024

The Transition at Hyundai

Zepeda’s departure from Hyundai came shortly after the company restructured its marketing leadership, dividing her responsibilities between two executives. Sean Gilpin, previously VP of Global Sales Marketing, was promoted to CMO, taking on a broader role overseeing both creative and performance marketing. Zepeda, in contrast, saw her duties narrowed in scope, a move that industry insiders say likely influenced her decision to leave.

“Angela’s leadership has raised Hyundai’s standing in the marketplace, and her unwavering commitment to creativity and innovation continually inspired her team and our partners to deliver impactful results,” said Randy Parker, CEO of Hyundai Motor America, following her departure.

The Road Ahead at X

At X, Zepeda’s primary challenge will be to align the company’s marketing strategy with its ongoing transformation. Since Elon Musk’s acquisition and subsequent rebranding of Twitter to X, the platform has been in the spotlight for its bold moves, including paid subscriptions and experimental features aimed at driving user engagement and monetization. Yaccarino’s vision for X is rooted in innovation, and Zepeda’s background in brand building and creative leadership will likely be central to that evolution.

Industry experts are optimistic about Zepeda’s potential impact. “Angela understands the balance between creativity and business performance,” said a marketing strategist on X. “Her experience in navigating complex brand challenges at Hyundai will serve her well at X, especially as the platform redefines its value proposition to advertisers and users.”

As X continues its ambitious push to transform the platform into a more profitable enterprise, the hire of Zepeda signals a commitment to creative marketing strategies and a focus on global brand expansion. In Zepeda’s own words, “There’s so much potential here at X, and I’m eager to help shape the future of this incredible platform.”

Her arrival coincides with a period of both challenge and opportunity for X, and how she leverages her expertise will be closely watched by the tech industry and the broader marketing world. Just Yesterday, Elon Musk tweeted that X has is closing in on nearly a billion unique visitors per month, validating that there are massive potential advertising and revenue opportunities for the company.

https://twitter.com/elonmusk/status/1832810190367809759

A Strategic Move for X

By bringing on a seasoned marketing executive with a proven track record, X is signaling that it is serious about bolstering its brand presence and reconnecting with advertisers. Zepeda’s appointment marks a pivotal moment for the platform as it navigates an evolving landscape of social media, user engagement, and advertising. The future of X’s marketing strategy is now in her hands, and the industry will be watching closely to see how she drives the next phase of growth for the platform.

With her experience in leading high-impact campaigns and building global brands, Angela Zepeda is poised to bring fresh perspective and energy to X’s marketing efforts. Her leadership will be critical as the platform continues its journey of transformation in an increasingly competitive and fast-changing digital world.

“Too often, companies try to shoehorn prospects into their desired sales cycle, rather than adapting to how customers actually evaluate solutions,” says Liran Herlinger, a B2B marketing strategist. The need for marketers to rethink their approach is more critical than ever, as B2B buyers have evolved. In 2024, buyers are more informed, independent, and driven by their own research before contacting sales teams.

The Evolving B2B Buyer Journey

The modern B2B buyer loves to conduct their research and compare options before ever speaking to a sales representative. According to Pierre Herubel, an expert in B2B content strategy, buyers prefer to “self-educate” and want access to insightful content that helps them understand the solutions available. “Skipping straight to demand capture might seem efficient, but without building trust and awareness through demand creation, you’re missing the foundation that helps buyers make informed decisions,” Herubel explains.

As B2B marketers, it’s vital to respect this evolving journey. Attempting to rush the process or push for quick demos is no longer effective and often results in buyers flagging your outreach as spam. Instead, you need to develop a marketing strategy that aligns with how buyers actually behave today. “It’s all about creating value before trying to capture demand,” adds Vidhya Boopathi, a digital marketing strategist.

The Importance of Demand Creation

Herubel emphasizes a two-pronged approach: Demand Creation and Demand Capture. Demand creation focuses on building awareness, interest, and authority. This is the phase where you need to produce valuable, educational content, such as blog posts, podcasts, webinars, and case studies, that positions your brand as a thought leader in the space.

“Buyers crave education, not a hard sell,” Herlinger points out. The goal is to grow interest organically by understanding where your audience seeks insights and what type of information they need to move forward in their research. It’s a long-term play but one that pays off by nurturing potential buyers who already trust your brand when they are ready to engage with your sales team.

By running content programs and fine-tuning your messaging, marketers can build authority in their space. Companies that fail to prioritize demand creation will struggle to stay relevant in a market where buyers increasingly value information over immediate sales pitches.

Demand Capture: Turning Interest into Sales

While demand creation is about education and trust-building, Demand Capture focuses on transforming that interest into sales opportunities. This is where a well-structured system comes into play. Interested buyers won’t magically convert into customers; they need the right prompts at the right time.

“Optimizing your system for inbound demand is crucial,” says Matt Swain, a marketing expert. “You need to have a well-designed funnel that accommodates the buyer’s timeline, not your own.” This means ensuring that your website, social media, and other inbound channels are optimized for conversions while also engaging in warm outbound actions like retargeting and direct messaging.

Sophisticated attribution tools also play a role here, helping you understand where your leads are coming from and how to best nurture them. “You need to mix traditional attribution tools with self-attribution reporting to get a complete picture,” advises Herubel. This blended approach allows for a more accurate understanding of what’s driving conversions.

Balancing Creation and Capture

One of the common mistakes many companies make is over-emphasizing demand capture at the expense of demand creation. “The difference between being seen as spam and a trusted partner is in the details of how you engage,” says Mukesh Jangid, a business consultant. Focusing too heavily on the capture phase without first investing in creation can result in wasted resources and a frustrated customer base.

Understanding that B2B marketing is a marathon, not a sprint, is key to long-term success. “Reducing friction in demand capture and making the buyer’s journey intuitive and seamless is where the magic happens,” adds Kalyan LC, a fractional CMO. By balancing the need to create interest and authority before capturing leads, companies can position themselves as trusted advisors rather than pushy vendors.

2024 B2B Buyer Relies on Content to Guide Decisions

The modern buyer values control over their purchasing process and increasingly relies on content to guide their decision-making. “It’s all about understanding their process and adapting your strategy accordingly,” says Joud Altanji, a content marketing specialist.

Companies that succeed in B2B marketing will be those that can effectively align their demand creation efforts with the real-world behaviors of their buyers. “In 2024 and beyond, aligning your marketing with how buyers purchase is not optional—it’s mandatory,” Herubel asserts. By respecting the buyer’s journey and meeting them where they are, rather than forcing them into a premature sales conversation, B2B companies can build lasting relationships and, ultimately, drive more conversions.

Aligning your marketing with how B2B companies buy in 2024 requires a strategic balance of educating, nurturing, and engaging buyers throughout their journey. Marketers who adapt to these new realities will find themselves in a position of strength, while those who cling to outdated tactics will struggle to keep up.

Goodwin has spent years analyzing the divide between digital and traditional media, and his conclusion is blunt: digital advertising is built on flawed principles, and it’s not living up to its potential. Here’s what Goodwin has to say about the differences between digital and traditional advertising and why digital might be missing the mark.

Digital Advertising: More Flash Than Substance?

At first glance, digital ads seem unbeatable. “We have so much data to target ads, we can serve audiences of one,” Goodwin explains. In theory, digital is all about precision. Advertisers can pinpoint users based on what they’ve clicked on before, track their actions, and even retarget them with ads they think will hit the mark. “You can see what people do after seeing or clicking on an ad, and that’s supposed to make everything better,” he adds.

But here’s where Goodwin raises an eyebrow. While digital advertising is supposed to be smart, Goodwin argues that it’s become bogged down by data and metrics that don’t matter. “CTR’s mean nothing,” he says, referring to click-through rates, a popular metric in digital advertising. “Countless studies show that CTRs don’t impact business success—they just track weird users and bots.”

And then there’s the issue of targeting. Sure, digital ads can aim at specific groups or individuals, but Goodwin says that hyper-targeting often backfires. “Targeting has largely been shown to be ineffective for most brands,” he explains. “The data is often wrong, and the cost of targeting outweighs the benefits.” Instead of making ads that appeal to everyone, advertisers are spending money to create niche ads that may not even work.

The Good Old Days of Traditional Media

Goodwin isn’t saying traditional media is perfect, but he does believe there’s a lot digital could learn from the old-school ways. Television, radio, and print ads may not offer the same precision as digital, but they have something digital lacks—reach and impact.

“Large companies should be told: TV is dying, print is dead, but you need to be here,” Goodwin says. “Traditional media still reaches mass audiences like nowhere else.”

He’s also a fan of how traditional ads are created. With big budgets and long production timelines, traditional ads are a serious investment. “TV ads were a big deal,” says Matt Mills, a marketing professional who shares Goodwin’s views. “If they failed, companies lost big, so there was a lot of research and creativity that went into making them.”

And this brings us to storytelling. In the traditional media world, brands had the time and space to build stories that resonated with audiences. Goodwin believes that’s something digital media should focus on. “Ads can be built over time and tell stories in consecutive units,” he says. In his view, this approach fosters deeper engagement and helps brands create lasting connections with consumers, something digital ads, with their quick-hit nature, often struggle to achieve.

Digital’s Obsession with Complexity

For Goodwin, the biggest problem with digital advertising is that it’s become too complicated for its own good. “Every single thing about digital media seems sophisticated, explainable, but dumb,” he says bluntly. While digital tools like targeting and tracking sound impressive, he believes they’re often more of a distraction than a benefit.

One of the main culprits, in his opinion, is the industry’s obsession with personalization. “Digital ads don’t need to be personalized—they just need to not be irrelevant,” he says. While the industry pushes for hyper-targeted, personalized ads, Goodwin argues that most brands don’t need this level of detail. “Hyper-targeting brings no volumes or impact,” adds Alessandro Lo Piano, a media buyer who agrees with Goodwin. The focus, they say, should be on reaching people with contextually relevant, not overly personalized, ads.

Goodwin has a simple solution to the mess: focus on creativity and clarity. “Digital ads need to be beautiful, big, and simple,” he says. The internet offers a fantastic canvas—high-resolution screens, real-time updates, and interactive elements. But instead of making use of these features, many digital ads end up looking bland and forgettable. “The resolution is incredible, images can move, sound can be played, ads can be 3D, animated, seductive, whatever you want,” Goodwin points out. So why aren’t we making ads that take advantage of this?

A New Way Forward: Keep It Simple

Goodwin’s vision for the future of digital advertising is all about simplicity. “We don’t need cookies, we can target people by context,” he says, calling for an end to overly complex data collection and targeting. Instead, he believes ads should be relevant to the content people are already engaging with, without the need for invasive tracking.

And then there’s the issue of measuring success. Goodwin is a big critic of metrics like CTRs, which he says are meaningless for most businesses. Instead of focusing on these vanity metrics, he suggests advertisers get back to the basics—creating compelling ads that tell stories and build brands over time. “We need to destroy the 90% fraud and inefficiency in the industry and make pleasant, simple ads that perform, as measured by common sense,” he says.

Kevin Neary, CEO at Orcawise, agrees with Goodwin’s take. “The opportunity for businesses to demonstrate a unique point of view through TV-series-like storytelling has never been better,” he says. Goodwin believes that by shifting the focus away from metrics and back to storytelling and creativity, digital ads can finally reach their full potential.

The Bottom Line: Digital Needs a Creative Overhaul

Tom Goodwin’s critique of digital advertising isn’t just a call-out—it’s a challenge to the industry to do better. While digital offers incredible tools and opportunities, Goodwin believes the industry has gotten too caught up in data and metrics at the expense of creativity and effectiveness. “Digital advertising doesn’t need to be complicated to be effective,” he says. “It needs to be creative, impactful, and most importantly, simple.”

By focusing on what really matters—telling compelling stories, reaching broad audiences, and creating beautiful, simple ads—Goodwin believes digital advertising can finally live up to the hype. It’s not about abandoning the data and technology that make digital ads unique but about using them in a way that serves the bigger goal: making ads that resonate, engage, and ultimately work.

The Ban on X: A National Flashpoint

At the heart of the protests is the August 30 ruling by Supreme Court Justice Alexandre de Moraes to suspend X in Brazil, a move that followed Musk’s refusal to take down conservative accounts falsely accused of spreading “hate speech and misinformation.” This decision, part of a larger legal battle between the tech mogul and Brazil’s judiciary, has divided the nation. While de Moraes framed the ban as necessary to curb digital disinformation, many Brazilians saw it as a dangerous overreach.

“Our freedom is at stake,” said Francisco Carlos, a businessman draped in Brazil’s flag during the São Paulo protests. “They used to burn books to silence people; now they ban social media.” Like many others at the demonstration, Carlos voiced his support for the impeachment of Justice de Moraes, reflecting the growing frustration with the country’s legal system.

Hundreds of thousands just took to the streets to protest against the socialist regime in Brazil and if not for X, you wouldn't know about it pic.twitter.com/nl5VtubZdy

— End Wokeness (@EndWokeness) February 25, 2024

The decision to ban X comes as Brazil prepares for municipal elections in October. Many conservative politicians and Bolsonaro supporters argue that the court’s actions are an attempt to censor right-leaning opposition ahead of these crucial elections. “It’s clear that this is about controlling the narrative,” said Valter Diniz, a São Paulo store owner. “Musk is the only guy brave enough to take on that charlatan,” referring to de Moraes. Like many at the protest, Diniz sported flags emblazoned with Musk’s face, casting the billionaire as an unlikely hero in the fight for free speech.

Musk, Bolsonaro, and Brazil’s Tilt Toward Totalitarianism

The protest, held on Brazil’s Independence Day, was an opportunity for former President Jair Bolsonaro to showcase his enduring influence. Though Bolsonaro’s term ended 20 months ago, the event served as a stark reminder of his ability to rally his base. Many protesters, donning Brazil’s national colors of green and yellow, criticized de Moraes not only for the X ban but for his broader actions against Bolsonaro and his supporters.

Bolsonaro himself has been a frequent target of the Supreme Court. De Moraes has spearheaded multiple investigations into the former president, including allegations of falsifying a COVID-19 vaccination certificate and an attempt to import diamonds without declaring their value. Bolsonaro has dismissed these investigations as politically motivated. In a video posted before the protests, he framed Brazil’s Independence Day as a day of lost freedom: “A country without freedom has nothing to celebrate on this date.”

For many Bolsonaro supporters, the X ban is emblematic of a broader attack on conservative voices. A survey by AtlasIntel found that nearly 51% of Brazilians disagreed with the platform’s suspension. While supporters of current President Luiz Inácio Lula da Silva praised the ban as a necessary tool to combat disinformation, opponents viewed it as a crackdown on free speech.

“Brazil’s leftist government is no different than the regimes we see in China or Russia,” said retiree Elayne Nunes, who had traveled from Minas Gerais to join the protest. “They can silence us, but they won’t stop us.”

Global Implications: A Censorship Controversy Ignored?

The controversy surrounding the X ban has gained international attention, with Musk himself taking to his platform to denounce the actions of Brazil’s judiciary. Musk recently described de Moraes as “Brazil’s Darth Vader,” accusing him of dictatorial overreach. Despite this, U.S. media outlets have been notably quiet on the subject. In a world where every political development in countries like Russia or China garners front-page headlines, the Brazilian protests have largely been relegated to niche coverage.

James Melville, a political commentator, remarked on X, “The enormous number of Brazilian people protesting against censorship and standing up for free speech should be headline news everywhere.” His sentiment was echoed by many within Brazil and beyond. In the U.S., however, coverage of the protests has been sparse, and the discourse around free speech and digital platforms remains largely focused on domestic concerns.

The Growing Divide in Brazil

The demonstrations in São Paulo were not isolated. Protests against the ban on X erupted across the country, from Rio de Janeiro to Brasilia. The sheer scale of the protests underscores the deep divisions in Brazilian society. On one side are those who argue that controlling disinformation is essential to protecting democracy. On the other are those who see the government’s actions as creeping authoritarianism.

For many Brazilians, the X ban feels like the tipping point in a long-standing battle over the country’s democratic future. “We’ve already lived through one dictatorship, and we won’t let it happen again,” said Laura Piu, a São Paulo protester. Like others, Piu voiced fears that the current government is using the judiciary to silence opposition. “De Moraes thinks he can control what we say, what we think. But we won’t be silenced.”

What Lies Ahead?

As Brazil heads into its municipal elections, the X ban and the protests it has sparked will undoubtedly shape the country’s political landscape. The clash between Musk and Brazil’s judiciary is far from over. De Moraes shows no signs of backing down, insisting that social media platforms must comply with Brazilian law. Meanwhile, Musk continues to frame the fight as one for global free speech, with the platform remaining banned in Brazil as of this writing.

In the words of São Paulo protester Mayara Ribeira, “The world is watching us. What happens here will set the tone for how free speech is treated everywhere.” Whether or not the world is indeed watching remains an open question. For now, as massive protests shake Brazil, the U.S. media remains conspicuously silent.

Media Silence is Deafening (and Embarrassing)

This common pitfall—jumping on the latest marketing trends without understanding how your customers make purchasing decisions—leads companies down the wrong path. Rather than trying to be everywhere at once, spreading resources too thin, Saez and other experts advocate for a more strategic approach: aligning marketing efforts with the buyer’s journey.

Analyzing the Buying Process: A Critical First Step

The foundation of any effective GTM strategy lies in understanding how your customers buy. Saez advises marketers to take a deep dive into two crucial factors: the complexity of the buying process and the sales cycle. “Ask yourself, how long and difficult is your client’s buying journey? How do they make their purchasing decisions?” she explains. Understanding these elements helps marketers tailor their approach and ensures they aren’t wasting resources on strategies that won’t resonate with their target audience.

Adam Birnbaum, a fractional CMO with experience in tech companies, expands on this point: “It’s not just about the products you’re selling, it’s about the people behind the buying decisions. Complex B2B buying committees, each with their own agendas and pain points, require a nuanced approach to ensure that every stakeholder is addressed.”

This emphasis on personalizing the GTM strategy to match the buyer’s journey is echoed by other industry voices. Jayedur Rahman, a B2B lead generation specialist, highlights the importance of mapping the buyer’s journey before jumping into tactical execution. “A well-thought-out plan prevents you from wasting time and budget on the wrong tactics. It’s the difference between strategic growth and spinning your wheels,” Rahman notes.

Investing in the Right Resources

Once the buying process is fully understood, the next step is determining what resources are necessary to nail down the GTM strategy. This includes not only time and budget but also the potential need for additional personnel or external expertise. As Saez points out, “You need to ask yourself: how many resources do I need to implement this strategy? Do I need to invest in extra headcount, or should I bring in external experts to help guide my teams?”

Maxim Poulsen, a growth automation specialist, offers an insightful take on the future of GTM strategies: “I wonder if, in the future, new GTM strategies will actually redefine how people buy rather than just adapt to current trends. We’re already seeing this a lot with product-led growth (PLG).” This forward-thinking perspective suggests that the evolution of marketing strategies may influence how businesses make purchasing decisions, not just the other way around.

Avoiding the Trap of Trend-Chasing

A common trap many marketers fall into is chasing the latest trend without ensuring it aligns with their customers’ actual needs. Saez emphasizes the importance of rational decision-making over trend-chasing. “B2B marketing shouldn’t be about jumping on trends just because they’re cool,” she says. “Good marketers apply rational thinking and common sense, ensuring their strategies are rooted in real buyer insights rather than hype.”

This sentiment is shared by many in the industry. Alan Hale, a B2B market researcher, remarks, “Too many SaaS and tech founders take pride in not understanding their customers, but that’s a Darwinian approach. Only those who truly grasp their buyers’ needs will thrive.”

It’s not just about following trends but about creating strategies that align with buyer behaviors. “Off-the-shelf strategies don’t work,” says Sara Stella Lattanzio, head of marketing at Stryber. “The hard part is adjusting them to your specific context. It’s all about finding what resonates with your audience, rather than blindly copying what worked for someone else.”

Building the Customer Journey

Understanding the buying process isn’t just about aligning your sales tactics; it also helps structure the entire customer journey. As marketing consultant Thibault Genon-Catalot explains, “A customer journey map allows you to picture every step of the buyer’s experience. This is essential for building a solid sales process, avoiding client frustration, and ensuring that your marketing content supports the buyer at each stage of the journey.”

Genon-Catalot advocates for a structured approach to building the customer journey: “Ask questions like, ‘What actions is the buyer taking at this step? What pain points are they experiencing? How can we help them move forward?’ Answering these questions helps align your marketing and sales teams, ensuring they’re all on the same page.”

The Shift from Seller-Centric to Buyer-Centric Strategies

Many marketers still focus too heavily on the product they’re selling rather than how their customers are buying. “That’s the real problem,” says Paul Viviers, a sustainable branding expert. “Most marketers think about their product first, but the most successful companies are those that focus on understanding and meeting their buyers where they are.”

Saez reinforces this notion, stressing the need for a shift from a seller-centric to a buyer-centric mindset. “It’s not about what you’re offering, but about how your customers are navigating their buying decisions. When you make that shift, everything falls into place—your messaging, your resources, your timing.”

A Strategic Approach to B2B Marketing

Crafting a successful GTM strategy in the B2B space requires a deep understanding of how buyers navigate complex sales processes. Rather than jumping into the latest marketing trends, marketers need to take a step back and analyze how their buyers make purchasing decisions. As Saez aptly puts it, “When you take the time to understand your customers’ buying process, you’re no longer guessing. You’re building a smart, data-driven GTM plan that leads to sustainable growth.”

By aligning marketing strategies with the buyer’s journey, investing in the right resources, and avoiding the pitfalls of trend-chasing, B2B companies can position themselves for long-term success in an increasingly competitive marketplace. As Saez concludes, “It’s about working smarter, not harder.”

Pickles made the announce—where else?—on X Thursday, although he says he made the decision several months ago. The executive indicated he has been working with CEO Linda Yaccarino, since his decision, to ensure a smooth transition.

After more than ten years, tomorrow will be my last day at X. It's been an incredible journey. 
 
The constant across my time at Twitter and X has been the amazing people I've worked with inside and outside the company. It's been a privilege to lead the @globalaffairs team and I…

— Nick Pickles (@nickpickles) September 6, 2024

There is no word on who his replacement will be.

Contrary to popular opinion, and Telegram’s own marketing, the platform does not offer the same out-of-the-box security as Signal, WhatsApp, or iMessage. While Telegram does offer end-to-end encryption (E2EE), it is not enabled in chats by default, and opt-in instead.

As a result, Telegram is in a unique position among encrypted platforms, since the company can access any chats and messages for which users have not specifically enabled E2EE. This is one of the biggest issues propping up France’s claims, with French authorities accusing Telegram and Durov of not doing enough to moderate illegal content on the platform. Because E2EE is not enabled by default, as it is on virtually all of Telegram’s competitors, the company cannot say it is unable to moderate content.

Read More: Elon Musk May Limit Travel to Free Speech-Only Countries After Telegram

Telegram appears to be making a change to its official stand, updating its FAQ to tell inform individuals how they can report illegal content.

Q: There’s illegal content on Telegram. How do I take it down?

All Telegram apps have ‘Report’ buttons that let you flag illegal content for our moderators — in just a few taps. On Telegram Desktop, Web or Telegram for macOS, right-click the message and select Report. Then choose an appropriate reason.

You can also use our automated takedown email address abuse@telegram.org. If you’re sending an email takedown request, please make sure to include links (like t.me/… or @…) to the content on Telegram which you think needs attention from our moderators.

Users from the EU are welcome to study the User Guidance for the EU Digital Services Act for the relevant reporting options.

This is a noticeable change from the company’s previous FAQ (via Internet Archive), in which it simply stated:

All Telegram chats and group chats are private amongst their participants. We do not process any requests related to them.

See Also: Emmanuel Macron Says Government Not Involved In Arrest Of Telegram CEO

France’s actions against Telegram have clearly resulted in a major change in how the company operates. Such action is likely being taken to protect the company against further prosecution from other countries. Telegram may hope that addressing its moderation issues could help in negotiations with French authorities, with the charges against Durov possibly being dropped if the underlying issue is addressed.

On the other hand, by changing its terms, Telegram has signaled that it is—and always was—capable of moderating much of the content on its platform. If French authorities are unwilling to work out a deal, and opt to make an example of Durov, Telegram has just undermined any possible defense revolving around the argument moderation was not technically possible.

Why Traffic Alone Doesn’t Cut It

Driving traffic to your website is only half the battle. “Traffic is up, significantly compared to 6/12 months prior. However, sales, unfortunately, haven’t bestowed the same growth,” says Carthy. It’s a scenario many businesses are familiar with—pumping thousands into SEO, only to find themselves with little to show for it other than higher site visits. As Carthy notes, the all-eggs-in-one-basket SEO approach might win the traffic war but not the sales war.

A major issue for many businesses is the over-reliance on SEO metrics like organic traffic and keyword rankings. However, these indicators don’t always equate to business success. Martynas Mandrijauskas, an SEOpreneur, points out a common pitfall: “It seems like you’ve been focusing on higher-volume keywords instead of targeting low-volume, high-conversion-rate hidden gems. This strategy might have increased your traffic, but it hasn’t translated into sales.”

The Role of CRO in Maximizing ROI

Conversion rate optimization (CRO) plays a crucial role in transforming traffic into revenue. It focuses on improving the user experience (UX) on your website, streamlining the customer journey from click to conversion. Carthy emphasizes, “Traffic must be combined with initiatives to boost conversion and optimize UX in order to maximize returns and drive true growth.” The reality is that a surge in traffic will do little if visitors bounce off the site due to a poor UX or an overly complex purchasing process.

Michael Ralph, co-founder of MEGA SEO, shares a similar sentiment: “More traffic without more sales just costs more in a number of ways. It also diverts budget.” By optimizing the website for conversions, businesses can ensure that every visitor has a better chance of becoming a paying customer, thereby maximizing the return on SEO investments.

The Danger of Vanity Metrics

One of the major issues with relying purely on SEO is the emphasis on vanity metrics. Metrics like traffic volume, click-through rate (CTR), and impressions might look impressive on a report, but they don’t tell the full story. As Alana D., a marketing strategist, puts it, “Traffic alone is often just a vanity metric. It doesn’t tell you whether those visitors are qualified or if they’re aligned with your business goals.”

Kevin Kapezi, an SEO expert, echoes this sentiment: “We have to remind ourselves that we are hired to grow business sales and that’s the true measure of things. I’m sure they’d be happy if clicks/impressions were down and sales were on the up and up.” In essence, it’s far more valuable to have fewer visitors who convert at a higher rate than to bring in a flood of traffic that doesn’t move the sales needle.

The SEO + CRO Formula for Success

The key to success in digital marketing is the marriage of SEO and CRO. SEO drives the traffic, but CRO converts that traffic into paying customers. It’s a simple equation but one that many businesses overlook. “SEO + CRO really is a winning combo,” says Carthy.

This approach ensures that businesses are not just casting a wide net but are effectively capturing the right kind of audience—the type of visitors who are ready to make a purchase. By focusing on conversion alongside SEO, businesses can optimize their user journey, reduce bounce rates, and increase sales.

As Gert Mellak, an SEO consultant, notes, “On top of SEO, one of the first things we always establish is soft and hard conversions to check on traffic quality.” It’s not enough to just drive traffic to a site; businesses need to understand how that traffic behaves and where they can improve to facilitate conversions. After all, the ultimate goal of any digital marketing strategy is not to rank high on Google but to generate real business results.

Integrating SEO and CRO for Long-Term Growth

An integrated strategy combining SEO with CRO and UX optimization is essential for sustainable growth. Focusing on SEO alone can lead to missed opportunities, wasted budget, and ultimately, frustration. As Luke Carthy warns, “The all-eggs-in-SEO approach doesn’t work, and even if it does, it doesn’t maximize returns on your investments if you’ve neglected user experience.”

Businesses must shift their focus from pure traffic growth to holistic strategies that encompass user experience, conversion, and long-term customer value. In other words, traffic is only part of the equation—without strong CRO, it’s like “filling a shop with customers who never buy,” as Carthy puts it.

It might seem obvious, but it’s well worth a re-focus: SEO + CRO is the winning combo. By integrating these two powerful strategies, brands can not only attract visitors but also convert them into loyal customers, driving meaningful, long-term growth.

Abbigale Newell, a B2B strategist, emphasizes the importance of alignment between marketing and sales in ABM, noting, “ABM isn’t just a buzzword; it’s a strategic approach that requires seamless alignment between marketing and sales. For any ABM initiative to succeed, these departments must be tightly interwoven.” Newell’s statement reflects the collaborative nature of ABM, where marketing creates personalized campaigns, and sales teams use insights about customer pain points and buying intent to engage key accounts effectively.

The Rise of Data-Driven Personalization

The heart of ABM lies in its ability to harness data-driven insights to tailor campaigns to the specific needs of target accounts. By leveraging intent data, engagement metrics, and account-based analytics, businesses can create personalized experiences that meet the unique challenges of each account. As Rocio Garza, a global ABM strategist, notes, “In ABX [Account-Based Experience], understanding accounts’ behavior across all touchpoints is crucial. By staying informed and connected, you can align your efforts with their needs, optimize engagement, and drive meaningful results.”

Data has become the bedrock of successful ABM initiatives, allowing companies to deliver relevant content at the right time. Paola Piccinno, a marketing strategist, highlights the value of research and insights, explaining, “I always start from the research and insights piece before heading into strategic workshops. Data-led strategies are at the core of what I deliver.” This focus on data enables businesses to target key decision-makers more effectively, ensuring that marketing messages are tailored to address specific pain points and challenges.

Precision Targeting for Maximum Impact

One of the key advantages of ABM is its focus on precision targeting. Traditional marketing efforts often waste resources by trying to reach a broad audience, but ABM allows businesses to concentrate on high-value accounts that are most likely to convert. “Segmentation is the foundation of a winning ABM strategy,” says Sandip Shinde, an ABM demand generation expert. “It allows you to tailor your messaging to resonate with specific account needs and allocate resources efficiently to maximize ROI.”

Segmentation plays a critical role in this process, with marketers employing firmographic, behavioral, and intent-based segmentation to identify the accounts that are most likely to engage. Businesses can develop campaigns that speak directly to each account’s unique needs by creating detailed buyer personas and segment-specific content. As Shinde explains, “Mastering the art of segmentation allows you to deliver hyper-targeted ABM campaigns that resonate deeply with your ideal accounts.”

The Power of Collaborative Execution

For ABM to be effective, marketing and sales teams must collaborate closely, sharing insights and aligning their efforts to achieve common goals. This collaboration ensures that marketing efforts generate and nurture leads through the sales funnel. “Sales teams bring insights about customer pain points and buying intent while marketing crafts personalized content and campaigns tailored to the decision-makers,” says Newell. “This close partnership ensures that leads aren’t just generated but effectively nurtured.”

The effectiveness of this collaborative approach is evident in the success stories of companies that have adopted ABM strategies. For example, Aligned Initiative LLC helped a mid-sized B2B technology company increase its conversion rates by 40% and boost revenue by 50% from target accounts by implementing an ABM strategy emphasizing account intelligence and personalized messaging. “The results were clear: a 35% increase in engagement and a 40% boost in conversion rates,” the company reported in a LinkedIn post. This success demonstrates the power of ABM in driving tangible business outcomes.

ABM’s Growing Role in the Future of B2B Marketing

As ABM continues to gain traction, it is becoming clear that the strategy is not just a passing trend but a fundamental shift in how B2B businesses approach marketing. Companies can build long-lasting relationships with high-value accounts by focusing on quality over quantity and leveraging data-driven insights to personalize campaigns. “ABM is all about quality over quantity,” Newell emphasizes, “and a data-driven, collaborative approach ensures that your efforts are focused on building strong, meaningful relationships with the accounts that matter most.”

The future of ABM is a trending strategy, with many experts predicting its continued growth as businesses look for more effective ways to engage with their most important customers. Piccinno notes, “Strategic marketing can take many forms, but ABM is the key to helping businesses achieve their goals, whether expanding into new markets or attracting larger, high-value accounts.” As more companies recognize the value of ABM, it is expected to become a cornerstone of B2B marketing strategies, driving explosive growth in sales and customer engagement.

ABM’s Explosive Potential

Account-based marketing (ABM) is changing how B2B businesses engage with their most valuable customers. By aligning marketing and sales, leveraging data for personalization, and focusing on precision targeting, ABM offers a powerful tool for driving higher conversion rates and building solid relationships. B2B companies are increasingly using ABM because it delivers results that surpass traditional marketing approaches.

With its focus on quality, collaboration, and data-driven insights, ABM, in its various iterations, is the future of B2B marketing, with the potential to explode sales and reshape sales and marketing strategies.

This report explores the top trends and strategies for building a powerful sales pipeline, with insights from industry leaders like Kyle Poyar, CROs, and CMOs from Carta, G2, Jellyfish, Miro, and many others. These actionable ideas are designed to drive pipeline growth and help your business thrive in the coming year.

1. Doubling Down on Events: From Virtual to Intimate Gatherings

Despite the rapid rise of digital marketing and AI-driven strategies, events remain a cornerstone of pipeline generation for many B2B companies. As Kyle Poyar, Operating Partner at OpenView, explains, “Events are the top area where revenue leaders say they’re doubling down for H2. Whether virtual or in-person, they consistently deliver strong results.”

The pandemic may have temporarily shifted the focus to virtual events, but their staying power is undeniable. Kyle Lacy, CMO at Jellyfish, shared an impressive stat: “Our virtual conference produced a 28x return on investment to pipeline generation, far outpacing any other channel in our marketing mix.”

But it’s not just about large-scale events. Small, intimate gatherings are making waves too. Dan Fahy, VP of Sales at Memo, highlighted the success of their dinner events: “We host 10-15 prospective buyers at each dinner, and about 80% of attendees end up taking a sales meeting with us. From those, 25-40% convert into qualified leads or closed deals. That’s a huge win.”

Carta’s CRO, Jeff Perry, also praised the effectiveness of blending events with targeted outreach. “Over the past six months, we’ve hosted 17 events, including everything from dinners to happy hours and sporting events. By involving our executive team and leveraging personal invites, we’ve influenced over $2.5M in pipeline.”

This push for experiential, in-person events is also seen at Miro. Adam Carr, Head of Global Sales, shared their approach: “We’re hosting 15-20 events per quarter—everything from large trade shows to smaller Miro experience days and happy hours. These events give us a chance to connect with target personas and strategically map those back to the pipeline.”

2. Orchestrating Cross-Functional Account-Based Plays

The days of isolated marketing or sales teams are over. In 2024, cross-functional orchestration is key to pipeline success. As Eric Gilpin, CRO at G2, emphasized, “Our tiered account strategy is rooted in a propensity score based on 30+ attributes. By unifying product, marketing, and sales, we’ve developed a strategy that accelerates new business, reduces churn, and drives expansion revenue.”

What sets this approach apart is how it mobilizes every relevant team member to ensure engagement with key accounts. Sasha Anderson, VP of Customer Success at Procore Technologies, detailed their playbook: “We’ve created five or six distinct plays, each with associated offers, and our entire account team is trained to pitch them. Whether it’s an AE, a BDR, or a CS rep, the person with the closest relationship leads the conversation. This white-glove experience is crucial for conversion consistency.”

For some companies, account-based marketing (ABM) also means focusing on expansion opportunities within existing accounts. James Kaikis, Head of Go-To-Market at TestBox, said, “We’ve been laser-focused on specific categories like revenue intelligence. It’s incredible how nearly every company in that space is either a customer or in an active sales process with us. By highlighting their wins and creating custom landing pages, we’re creating a strong FOMO effect within competitive categories.”

3. Getting Creative with Outbound Tactics

Cold calling and email aren’t dead, but they need an overhaul to break through the increasing noise in the B2B space. Brandon Redlinger, VP of Marketing at Chili Piper, shared an innovative approach: “We started using SDR personal pages, which significantly reduced friction for prospects. This personalized touch led to 80 qualified meetings, generating $340,000 in pipeline. Prospects are less likely to ghost someone they feel they know.”

Outbound creativity isn’t limited to SDR pages. Ralph Barsi, VP of Sales at Kahua, emphasized the importance of company-wide prospecting days: “We’ve held 10 company-wide prospecting days, adding nearly 80 new opportunities to our pipeline. Everyone participates, and we hold ourselves accountable for generating new pipeline.”

Data mining and relationship mapping are also becoming key components of outbound strategies. Samantha McKenna, founder of #samsales Consulting, explained how relationship-based prospecting can be a game-changer: “We run plays based on deep mining of LinkedIn Sales Navigator data. For example, we ask, ‘Who worked for our company that now works in my territory?’ or ‘Who do my execs know that works in my territory?’ These simple tactics can open doors that cold calls might not.”

4. Revisiting Pricing and Packaging for Land-and-Expand

Pricing strategies have always been a lever for growth, but 2024 is seeing a shift toward flexible, modular pricing that supports both customer acquisition and expansion. Alex Poulos, CMO at Crossbeam, put it bluntly: “Pricing and packaging is the most underestimated lever by GTM teams. We introduced usage-based pricing and removed legacy pricing floors, resulting in a 3x increase in self-serve conversions and a 65% boost in quarterly expansion revenue.”

For companies like Superhuman, even the pilot phase is being rethought. Andrew Johnston, Head of Sales, shared: “We’ve committed to a ‘no free pilots’ rule. Even if it’s just a nominal fee, it ensures ownership from both sides and helps set up future expansion. This strategy significantly reduces churn and creates a stronger relationship from the start.”

5. Harnessing the Power of Founder-Led Content and LinkedIn

A growing number of sales leaders are recognizing the value of founder-led content in driving pipeline. Andrew McGuire, Founder and Pipeline Strategy Advisor, was surprised more companies haven’t adopted this tactic: “Founder-qualified leads through producing LinkedIn content is becoming one of the best channels for highly qualified pipeline. Founders have a unique voice that can cut through the noise, and when they create authentic content, it drives engagement in ways traditional marketing doesn’t.”

This approach works especially well for companies still in the early stages, where the founder’s voice can carry significant weight. As Samantha McKenna added, “Prospects today want to feel connected to the people behind the brand. A founder’s personal touch through content can build that relationship before any sales conversation even begins.”

6. Leveraging Data and Automation to Refine Lead Targeting

In 2024, data-driven decision-making is more important than ever, particularly when it comes to refining lead targeting. Kyle Poyar emphasizes that companies should “be relentless in testing and refining what works.” Data analytics tools allow for more precise targeting of leads, helping companies focus on the prospects most likely to convert.

Eric Gilpin of G2 shared how they use data to prioritize outreach efforts: “Our tiered account strategy, built on a propensity score from over 30 attributes, helps us know which accounts to target and when. This level of granularity ensures we’re reaching out to the right people at the right time.”

Automating repetitive tasks is another way to ensure your sales team is focused on what matters most. “We’ve automated follow-ups based on key triggers,” said Brandon Redlinger. “This frees up time for SDRs to focus on higher-value activities and ensures that no lead falls through the cracks.”

7. Aligning Sales and Marketing for Seamless Handoffs

Finally, one of the most critical factors in building a successful pipeline is ensuring alignment between sales and marketing teams. “Without seamless communication, you end up with wasted leads and lost opportunities,” said Sasha Anderson at Procore. “We’ve created a unified revenue play experience where both sales and marketing are trained on the offers and can seamlessly hand off leads depending on where they are in the funnel.”

Eric Gilpin echoed this sentiment: “At G2, we’ve worked hard to ensure marketing and sales are completely aligned, from messaging to metrics. This coordination has been essential in keeping our pipeline healthy and conversion rates consistent.”

Building a Strong Pipeline in 2024

As companies push to hit aggressive revenue targets in 2024, the importance of building a robust, sustainable sales pipeline cannot be overstated. From leveraging events and account-based plays to revisiting pricing models and using creative outbound strategies, the playbook for pipeline success is evolving. As Kyle Poyar reminds us, “The key is to be relentless in testing and refining what works. Every touchpoint should drive pipeline growth, and every strategy should be tied to clear, measurable outcomes.”

By embracing cross-functional collaboration, personalized outbound approaches, and data-driven tactics, companies can ensure their pipelines remain full and conversions high, setting the stage for a strong year ahead.

The goal is simple: create landing pages that rank well on Google and convert visitors into customers. Jake Ward, an SEO agency founder who’s created “hundreds of SaaS landing pages that rank and convert,” has a detailed, proven process that has helped clients earn $20 million annually. Here’s a look into his winning formula for SaaS landing pages.

Hero Section: First Impressions Matter

The hero section is the first thing users see when they land on a SaaS page, and it has to be compelling. According to Jake, “The company logo should be immediately visible, and the headline must grab attention while clearly stating the value proposition.” For instance, on one of his recent projects, Kleo, the headline reads, “Discover and create the best LinkedIn content,” which is both benefit-driven and direct.

Supporting the headline is a subheadline that offers additional context. Jake explains, “Your subheadline should add clarity to the headline.” In Kleo’s case, the subheadline reads, “Kleo is the free browser extension that helps you easily find inspiration and create content on LinkedIn.”

The next critical element is the call to action (CTA). “Your CTA should stand out and be clear about the next step for the user,” Jake emphasizes. He suggests using buttons with simple text like “Install on Chrome.” Social proof, whether in the form of user counts or testimonials, can further encourage engagement. “A landing page without social proof is missing out on a huge opportunity to build trust,” Jake adds.

Including a video or an image is also crucial. Jake often opts for visuals that show the product in action, making it easier for users to quickly grasp how the product works. “This not only helps with user engagement but also keeps bounce rates low,” he says.

Benefits Section: Show, Don’t Tell

Once a visitor’s attention is captured, it’s time to highlight the product’s benefits. This is where you show potential customers how your SaaS product solves their problems. Jake suggests listing the key benefits in simple, relatable terms. “Your copy should be problem-focused,” he advises, meaning it should address the pain points users might face. For example, in Kleo’s benefits section, the product promises users insights into content performance with statements like, “Study any creator’s content.”

Jake stresses the importance of reinforcing these benefits with visuals. “A picture is worth a thousand words, but in SaaS, it’s worth a thousand conversions.” Including a screenshot, GIF, or infographic that visually explains how the product solves user problems can make a huge difference.

More Social Proof: Building Trust

Trust is a key factor in converting visitors into paying customers, and social proof is an effective way to build that trust. Jake believes that customer testimonials and trust signals are essential in creating landing pages that convert. “Include quotes from satisfied customers or brands that are using your product,” he recommends. Kleo, for example, highlights that it is “trusted by 1,000+ teams worldwide,” further building credibility with potential users.

Another common tactic is using logos of well-known brands that use your product. “People tend to trust brands they’ve heard of, so if big names are using your product, shout it from the rooftops,” Jake says.

FAQ Section: Addressing Objections Before They Arise

Every user has questions, and answering them upfront in an FAQ section can help reduce bounce rates and increase conversions. Jake suggests using keyword research tools and Google autosuggest to determine which questions users are asking and then including them in this section.

“FAQs can also be optimized for SEO,” Jake adds. For example, a question like “Why is Kleo the best LinkedIn content tool?” can target a long-tail keyword that’s often searched by potential users.

Final Call to Action: The Big Ask

No landing page is complete without a strong, final call to action. Jake insists that this CTA should be clear, compelling, and placed in a prominent position. “You want users to take action, whether that’s signing up, starting a free trial, or purchasing a plan.” For Kleo, the CTA is simple but effective: “Start using Kleo for free.”

Internal Linking: Keeping Users Engaged

Internal links are often overlooked but play a crucial role in keeping users on your site and improving SEO. Jake recommends linking to related feature pages or case studies. “Internal linking not only boosts SEO but keeps users exploring your product,” he explains. For example, Kleo’s landing page might include a link to “See how you can preview posts with Kleo.”

Moreover, linking from other pages on your site to the landing page with optimized anchor text is another way to improve search engine rankings. “It’s a small effort that can make a big difference in both ranking and user experience,” Jake adds.

Mobile Optimization: A Non-Negotiable

With over half of all web traffic coming from mobile devices, Jake emphasizes the importance of ensuring that your landing page is fully optimized for mobile users. “Your page needs to load quickly, be easy to navigate, and have mobile-friendly CTAs,” he advises. Jake highlights how Kleo’s mobile-friendly design ensures that users on any device have a seamless experience, which has a direct impact on conversion rates.

Footer Section: The Finishing Touches

The footer is the last piece of the puzzle, but Jake warns against neglecting it. “It’s where users will look for important information like contact details or legal links,” he says. Including links to your privacy policy, terms of service, and support pages adds professionalism and transparency to your SaaS landing page.

Repeat for Every Feature

Building a landing page for one feature of your SaaS product isn’t enough. Jake suggests creating individual landing pages for each feature. “We created eight feature pages for a B2B SaaS company a few months ago, and they now rank for searches directly looking for their product,” he explains. This approach led to over 20,000 warm SEO traffic per month for the company.

The Secret to Ranking and Converting

The key to a successful SaaS landing page lies in its structure, user-centric design, and optimization for SEO. As Jake Ward puts it, “It really works.” Following his comprehensive strategy can turn a basic SaaS landing page into a powerful tool for attracting and converting users.

Whether you’re building your first SaaS landing page or optimizing an existing one, following Jake’s tried-and-true process will ensure your page ranks high on search engines and converts visitors into loyal customers. In the end, it’s all about understanding your users’ needs and guiding them towards a seamless conversion.

Online reviews are a core part of that – giving a voice to every customer and allowing them to have their say, potentially impacting the future success of a business. The way that this differs in construction from something more immediate, like hospitality, is both more and less than what you might expect.

Working With People

No matter what kind of business you find yourself in, there will inevitably be a time when you need to interface directly with the customers. This might be a regular part of your routine – again, as it might be in hospitality – but it might also be that it only occurs when a complaint is made. In either case, you need to be ready to give the kind of customer service that will leave the client feeling as though they were listened to. While receiving negative feedback can be a confrontational situation, you have the ability to try and turn it on its head, diffusing it and making it something positive.

A review left for your business might incur this exact situation, and while you might be unhappy about the negative attention it brings to your business, showcasing in your reply that you’re willing to listen and learn might reflect more positively on you than starting an argument.

Where the Focus Is

Additionally, it’s important to understand that online reviews are a simple fact of modern businesses. Trying to spend all of your time replying to them or engineering them so that it feels as though they’re painting the kind of picture that you want might end up being counterproductive.

The reviews, after all, are (usually) left by people who have worked directly with you. That means that what they’re going to be reviewing is the quality that your brand has to offer. Focusing your attention directly on this quality in business means having a skilled and productive workforce, the right tools like portable batch plants or impact crushers, depending on what the job demands, and again, that strong sense of customer service. If all of these things are in place, there’s no reason the reviews should be anything other than positive.

The Digital Presence

However, what the prominence of these reviews does illustrate is just how many clients and customers will be looking for your brand online. That means that even if you have strong online reviews, you need a digital presence so that new customers can come and see how they can enlist your services for themselves. Stumbling at this hurdle and having an old, outdated website (or worse, no website at all) might indicate to these customers that it’s too much effort to get in touch with you, and they might opt instead for one of your competitors. 

According to the Supreme Federal Court’s website, a five-judge panel upheld Moraes’ decision, saying companies must abide by Brazilian law, regardless of how big they are, or how big their bank accounts are.

“The economic power and size of the bank account do not give birth to a ridiculous immunity from jurisdiction”, stressed Minister Flavio Dino.

“No one can intend to develop their activities in Brazil without observing the laws and the Federal” Constitution, added Minister Cristiano Zanin.

Interestingly, the only hint of disent came from Minister Luiz Fux. While agreeing with the ban, Fux expressed concern over plans to fine Brazilians who use VPNs to continue accessing X. The plans involved fining such individuals nearly $9,000 per day, a move that could quickly bankrupt some.

Instead, Fux said punitive measures should be reserved for those who use the platform to spread ‘racism, fascism, Nazism, or which obstruct criminal investigates, or incite crimes in general.’

The Supreme Court’s decision shuts down one of the last hopes users had of Moraes’ decision being reversed. With the court’s decision, it’s a safe bet the X drama isn’t going to end anytime soon.

Better Customer Insights: The Power of Personalization

One of the most significant ways AI revolutionizes marketing is by enhancing customer insights. Traditionally, marketers have relied on broad demographics and basic analytics to understand their audience. However, AI allows for a much deeper dive into customer behavior, preferences, and future actions.

“When I first got into AI marketing, I imagined it like having a crystal ball,” says a seasoned AI marketer. “But it’s more like having a supercharged assistant. It analyzes mountains of data faster than any human and gives us insights we couldn’t see before.” This capability enables marketers to tailor their messages with unprecedented precision, creating what feels like a personal conversation with each customer.

The impact is profound. By leveraging AI, companies can move beyond generic marketing strategies to deliver highly personalized content that resonates on an individual level. This is no longer about guessing what a customer might want; it’s about predicting it with a high degree of accuracy. “With AI, we understand our customers on a deeper level. It looks at patterns, preferences, and predicts behaviors,” another marketer explains. “This means we can tailor our messages so they hit just right.”

Optimizing Ad Spend: Getting More Bang for the Buck

In an era where every marketing dollar counts, AI is helping companies optimize their ad spend like never before. The days of broad, expensive campaigns with uncertain returns are fading. AI-driven platforms now enable marketers to pinpoint exactly where their ads will be most effective, and even the best times to deploy them.

“AI helps us squeeze more out of every dollar,” a marketing executive from a leading firm shares. “It identifies where our ads perform best and even suggests the perfect times to post. Imagine knowing with confidence that your budget is always working the hardest.” This optimization isn’t just a slight improvement—it’s a game changer in how marketing strategies are formulated and executed.

For Fortune 5000 companies, this capability means the difference between a scattergun approach and a laser-focused strategy that ensures maximum ROI. As marketing budgets continue to tighten, the ability to stretch those dollars further is not just beneficial—it’s essential for survival.

Personalization at Scale: The New Reality

Personalization has long been a buzzword in marketing circles, but with AI, it’s now a tangible reality. Historically, creating personalized experiences for customers was labor-intensive and feasible only on a small scale. AI changes that, allowing companies to deliver tailored experiences to millions of customers without the need for massive human intervention.

“AI allows us to create individual experiences for millions without breaking a sweat. It’s like having a personal shopper for each customer, but digital,” a marketer quips. This level of personalization at scale was once unimaginable, but it’s quickly becoming the norm in the AI-powered marketing world.

For large corporations, this means they can maintain a personal touch with their customers even as they grow. The ability to personalize interactions on a massive scale not only improves customer satisfaction but also drives loyalty and repeat business—key metrics in the success of any marketing strategy.

Predicting Trends: Staying Ahead of the Curve

One of the most powerful aspects of AI in marketing is its ability to predict trends. Marketers have always sought to be ahead of the curve, but trend prediction has traditionally been more art than science. AI changes that dynamic by analyzing vast amounts of data to identify subtle shifts that could indicate the next big trend.

“No more guessing which trend is next,” a marketing director from a tech giant remarks. “AI scrapes through endless data and picks up on small shifts before they become big waves. It’s like having a trend-spotter who never sleeps.” This predictive capability allows companies to react to trends and anticipate and capitalize on them before their competitors do.

For the Fortune 5000, this means staying relevant in an increasingly fast-paced market. The ability to foresee shifts in consumer behavior or emerging market trends gives these companies a significant competitive edge. In industries where timing is everything, the foresight provided by AI can be the difference between leading the market and playing catch-up.

The Human Element: Enhancing Creativity and Empathy

Despite all the advancements AI brings to the table, there remains a critical human element that machines cannot replicate: creativity and empathy. While AI can analyze data and predict behaviors, it’s up to human marketers to interpret these insights and craft campaigns that connect on an emotional level.

“The magic here isn’t just in tech; it’s in how we use it. We’ve got to stay curious and keep asking questions,” says a veteran marketer. “AI won’t replace our creativity and empathy; it’ll just make them shine brighter.” This perspective underscores the importance of maintaining a human touch in an increasingly automated world.

For marketers, this means using AI as a tool to enhance their work, not replace it. The combination of AI’s analytical power with human creativity is what will ultimately drive the most successful marketing strategies. It’s about being more human, not less, in a world where technology is becoming more pervasive.

AI as an Ally

As AI continues to integrate into the marketing world, it’s clear that it’s not a threat but an ally to those who know how to harness its power. For Fortune 5000 marketers, AI offers a suite of tools that can help them better understand their customers, optimize their budgets, personalize at scale, and predict trends with unparalleled accuracy.

“Whether you’re a marketer in a giant corporation or a small start-up, remember: AI is your ally. Use it to be more human, not less,” a marketing thought leader advises. This mindset will be crucial as AI becomes more embedded in the fabric of marketing strategies across the globe.

In the end, AI is not about replacing marketers; it’s about empowering them to do their jobs better. For the Fortune 5000, this means embracing AI not as a threat but as the next evolution in marketing—a tool that, when used correctly, can lead to smarter decisions, more effective campaigns, and ultimately, greater success in an increasingly competitive market.

A Crisis of Ownership

Kris Holland, a futurist, seasoned artist, and owner of Mafic Studios, Inc., has been vocal about the dangers generative AI poses to the art world. His concerns center around the erosion of ownership and control over artistic creations. “My art is mine; while the ideas behind it are subject to inspiration and use by others, my embodiment is mine,” Holland insists. His perspective highlights a fundamental clash between traditional notions of intellectual property and the way AI algorithms operate. Generative AI models, trained on vast datasets of existing artwork, can produce new images that mimic the styles of countless artists without their consent or recognition.

You’ve got to admit Kris Holland has a valid point. Read his many posts on this subject on LinkedIn, which inspired this article.

This conflict over ownership is exacerbated by outdated copyright laws, which, as Holland points out, are often manipulated by large corporations to their advantage. “We live in a reality where I don’t own my art, creations, or text. No matter what the ethical and moral stance I might have,” he laments. The result is a chilling scenario where artists like Holland find themselves increasingly sidelined by a technology that can replicate their work without attribution or compensation.

The Ethical Dilemma

The ethical implications of generative AI extend far beyond individual artists’ grievances. The technology’s ability to replicate art raises questions about authenticity, creativity, and the very definition of art itself. Holland describes generative AI as a “mathematical transformation based on a complex matrix,” arguing that it lacks the intentionality that characterizes true artistic expression. “Art is intentional on the part of the artist, independent of skill. While there are inevitably happy accidents, experimentation, and so forth, the human is 99.9% of the required effort for a result to have any meaning,” he explains.

This perspective challenges the notion that AI-generated art can ever be considered equivalent to human-made art. While AI can produce visually appealing images, Holland contends that it does so without the depth of thought, emotion, and intent that human artists bring to their work. As a result, he fears that the proliferation of AI-generated art will lead to a “tidal wave of crap”—a deluge of aesthetically pleasing but ultimately meaningless images that drown out the genuine creativity of human artists.

A Dystopian Future for Art?

Holland’s concerns are not just theoretical. He warns that the widespread adoption of generative AI could lead to a future where new art becomes increasingly rare, with most creative output consisting of derivative works produced by algorithms. “After a few years, there will be very little new art. All we’ll have is billions of generated images that are somewhat better than what we have today but decidedly similar to everything else,” he predicts. This homogenization of art, driven by AI’s reliance on existing data, could stifle innovation and reduce the cultural significance of art in society.

The potential for generative AI to displace artists is not lost on Holland. He notes that many artists, particularly those working in commercial fields, are already feeling the impact. “I got into commercial art knowing that I had some degree of control—the idea that my art, my effort, could be dismantled and used to compete with me wasn’t something that could be done,” he recalls. Now, however, artists are finding it increasingly difficult to protect their work from being co-opted by AI, leading some, like Holland, to consider leaving the field altogether.

Corporate Greed and the Loss of Human Creativity

At the heart of the issue, Holland argues, is the greed of the corporations driving the development of generative AI. “Corporations will set fire to the future if it improves the next quarter’s EBITDA,” he asserts. The relentless pursuit of profit, he believes, has led these companies to disregard the rights of artists and the value of human creativity. Instead of investing in ethical AI that respects intellectual property, they have adopted a “do what we want, and leverage our money to change the rules” approach, further marginalizing the artists whose work they exploit.

Holland’s critique extends to the broader societal implications of generative AI. He warns that the technology is not just threatening individual artists but is also eroding the cultural fabric of society. “This is not about technology. It’s about corporate greed steamrolling humanity’s soul,” he declares. By reducing art to a mere commodity that can be mass-produced by machines, generative AI undermines the role of art as a means of human expression and cultural preservation.

A Call for Ethical AI

Despite his deep concerns, Holland does not reject technology outright. Instead, he advocates for a more ethical approach to AI development—one that prioritizes the rights and interests of creators. He envisions a future where AI tools are built from ethically sourced datasets, with full traceable permission from the original creators. “I believe the tool version can be built from a fully ethically sourced dataset. Due to limited subjects, the result would be less capable to start, but evolve quickly,” he suggests.

Holland’s proposed solution involves creating massive datasets of ethically sourced images, captured with the explicit consent of the subjects. This approach, he argues, would allow AI to develop in a way that respects the rights of creators while still providing valuable tools for enhancing productivity. “With a single system, I could capture over 50,000,000 photos a year with a single setup,” he notes, emphasizing the feasibility of his ethical AI model.

A Path Forward

As the debate over generative AI continues, artists like Kris Holland are calling for a more balanced approach—one that recognizes the potential of AI while safeguarding the rights and livelihoods of human creators. The challenge lies in finding a path forward that allows technology and art to coexist without diminishing the value of human creativity.

Holland’s insights underscore the need for a broader societal conversation about the role of AI in the arts. As generative AI becomes increasingly integrated into creative industries, it is essential to address the ethical, legal, and cultural issues it raises. By doing so, we can ensure that technology enhances, rather than undermines, the rich tapestry of human creativity that has defined art for centuries.

In the end, the question remains: Can we harness the power of generative AI without sacrificing the soul of art? The answer will depend on the choices we make today—and the future we envision for the artists of tomorrow.

While much of the discourse around AI has been focused on its potential, the conversation is shifting from what AI can do to how it can be effectively integrated into real-world B2B use cases. As companies strive to stay competitive, the adoption of GenAI is moving from a futuristic concept to a practical necessity. But as with any powerful tool, the challenge lies in understanding how to leverage it for tangible business results.

From Hype to Implementation: The Need for Practical AI Strategies

The buzz around AI has been impossible to ignore. Terms like large language models (LLMs) and prompt engineering have become commonplace, yet many B2B marketers are still grappling with how to apply these concepts in a meaningful way. Christopher Penn, Co-Founder and Chief Data Scientist at TrustInsights.ai, encapsulates this sentiment. “Tired of hearing about AI and LLMs without knowing how to actually use them in your B2B marketing?” Penn’s question resonates with many in the industry who are inundated with AI jargon but lack practical guidance on implementation.

Penn’s upcoming presentation at the MarketingProfs B2B Forum aims to bridge this gap. His focus is on moving beyond theoretical discussions and diving into actionable strategies that marketers can use today. “We’ll cover the fundamentals of prompting, demystify how Large Language Models work, and explore advanced strategies like the Trust Insights PARE and RACE frameworks for creating semi-autonomous prompts,” he explained. These frameworks are designed to help marketers craft prompts that allow for automation while retaining control over the output—striking a balance between efficiency and oversight.

Competitive Analysis: Uncovering Hidden Opportunities

One of the most compelling applications of GenAI in B2B marketing is its ability to revolutionize competitive analysis. The process of gathering competitive intelligence is often labor-intensive, requiring marketers to sift through vast amounts of data to glean actionable insights. GenAI, however, can automate much of this work, uncovering hidden competitor strategies that might otherwise go unnoticed. Penn highlights this as a critical use case, noting, “Imagine uncovering hidden competitor strategies or identifying the perfect micro-influencer for your next campaign—all through the power of well-crafted prompts.”

This capability represents a significant advancement in how B2B marketers can approach competitive analysis. Traditional methods often involve manual research, which can be both time-consuming and prone to human error. GenAI, by contrast, can process vast datasets in a fraction of the time, identifying patterns and insights that provide a competitive edge. This not only enhances strategic decision-making but also allows companies to react more quickly to changes in the market.

Influencer Alignment: Targeting Precision in B2B Campaigns

In addition to competitive analysis, Penn also emphasizes the role of GenAI in influencer alignment. Identifying the right influencers who resonate with your target audience is a critical challenge in B2B marketing, where the stakes are often higher than in B2C campaigns. GenAI can streamline this process by analyzing large datasets to match brands with influencers whose audiences align with the brand’s objectives. This level of precision ensures that marketing efforts are not only effective but also highly targeted.

“GenAI can simplify the process by analyzing vast amounts of data to match brands with influencers whose audiences align with the brand’s goals,” Penn explained. This capability is particularly valuable in B2B marketing, where the target audience is often more niche, and the relationships between brands and influencers need to be carefully cultivated. By automating the data analysis process, GenAI allows marketers to focus on building these relationships rather than spending countless hours on manual research.

Content Creation: Beyond Automation

While content creation is often the most discussed application of GenAI, Penn is quick to point out that its utility extends far beyond generating blog posts or social media updates. “This isn’t just about content creation,” he said. “We’ll be tackling real-world B2B use cases like competitive analysis, strategic planning, and influencer alignment.”

The real power of GenAI in content creation lies in its ability to support higher-level strategic tasks. For instance, by automating the initial stages of content generation, GenAI frees up marketers to focus on refining messaging, optimizing campaigns, and developing more sophisticated marketing strategies. This shift from manual content production to strategic oversight is where GenAI offers the most value, allowing companies to scale their content efforts without sacrificing quality.

Strategic Planning: Aligning AI with Business Goals

Effective use of GenAI in B2B marketing requires more than just technical know-how; it necessitates a strategic approach that aligns AI initiatives with broader business goals. As Penn noted, “You want to have a top-down approach to this. You want to make sure that you’re identifying that early use case, rolling it out as a team, and again, talking about those standards and the ways that your team is going to actually realize the results of that AI use.”

This top-down approach ensures that AI initiatives are not just experiments conducted in isolation but are integrated into the company’s overall strategy. It also helps mitigate risks by establishing clear standards and protocols for AI use across the organization. By aligning AI initiatives with business objectives, companies can ensure that their investments in GenAI are driving real value.

Meghan Keaney Anderson, VP of Marketing at Jasper, echoed this sentiment during a recent LinkedIn fireside chat. “The strategy that you have as a marketing team, it’s going to fundamentally change in a significant way over the next few years, not just by using AI tools, but because of the way that AI is going to change things like search and the way that people discover and consume content,” she said. This shift underscores the importance of strategic planning in AI adoption, ensuring that companies are prepared for the broader changes that AI will bring to the marketing landscape.

Navigating the Challenges of AI Integration

Despite the clear benefits of GenAI, its integration into B2B marketing strategies is not without challenges. One of the most significant hurdles is balancing experimentation with control. As Penn observed, “Either there’s a ton of experimentation happening, and it’s happening at the individual level. That means there may be some risk because individuals may be using or using tools that aren’t secure or are using them incorrectly. Or the company is completely locked down, and no experimentation is happening at all.”

Penn advocates for a structured, top-down approach that encourages experimentation within a controlled environment to navigate this challenge. “You want to have a top-down approach to this,” he advised. “You want to make sure that you’re identifying that early use case, rolling it out as a team, and again, talking about those standards and the ways that your team is going to actually, you know, realize the results of that AI use.”

This approach ensures that experimentation is guided by clear objectives and aligned with the company’s overall strategy. It also helps mitigate risks associated with AI deployment by establishing standards and protocols for AI use across the organization. By creating a controlled environment for experimentation, companies can explore the full potential of GenAI while minimizing the risks associated with its use.

Upskilling and Education: Preparing Teams for AI Integration

As companies integrate GenAI into their marketing strategies, their teams must be equipped to leverage these new tools effectively. Penn highlighted the importance of upskilling and continuous education in this process. “Invest in AI education,” he recommended. “LinkedIn has a ton of really good educational content around AI right now. Sign your employees, your team up for those, have discussions about them. There are incredible things that AI can do. There are also a lot of weaknesses of AI. Make sure that your team knows what goes on behind the scenes of this technology and demystify it a bit.”

This focus on education is essential for ensuring that teams are not only able to use AI tools but also understand their limitations. By providing ongoing training and development opportunities, companies can ensure that their teams are prepared to navigate AI’s challenges and opportunities. This approach also helps to foster a culture of continuous learning, which is critical for staying competitive in the fast-paced world of B2B marketing.

Measurement and ROI: Moving Beyond Efficiency

In the early stages of AI adoption, much of the focus has been on efficiency—how AI can help companies do more with less. However, as Penn pointed out, the true value of AI lies in its ability to drive better business outcomes. “The whole discussion in the first year of mass adoption of AI was all about efficiency. How do we use AI to cut costs? How did we use AI to do more with less? And efficiency is great, but I think if that’s the end of the story, it’s sort of an underwhelming output of AI,” he said.

Penn advocates for a shift in focus from efficiency to effectiveness. “We have to get beyond faster outputs into better outcomes for marketing materials,” he argued. This means using AI not just to save time but to improve the quality of marketing efforts, drive better results, and ultimately contribute to the company’s bottom line.

The Future of B2B Marketing with GenAI

As GenAI continues to evolve, its impact on B2B marketing is expected to grow. Anderson emphasized that the changes we’re seeing now are just the beginning. “The strategy that you have as a marketing team, it’s going to fundamentally change in a significant way over the next few years, not just by using AI tools, but because of the way that AI is going to change things like search and the way that people discover and consume content,” she said.

Looking ahead, GenAI’s potential applications in B2B marketing are massive. From automating repetitive tasks to enabling hyper-personalization at scale, AI offers marketers new ways to enhance their strategies and deliver more value to their clients. However, success will depend on marketers’ ability to navigate the challenges of AI integration, including managing risks, aligning AI initiatives with broader business goals, and ensuring that their teams can effectively leverage these powerful tools.

B2B Marketers Are at a Critical Juncture

As the adoption of GenAI accelerates, B2B marketers are at a critical juncture. The promise of AI is no longer just theoretical—it’s a practical reality that can drive real business results. However, realizing this potential requires a strategic approach that goes beyond experimentation and focuses on alignment with broader business objectives.

By leveraging GenAI for competitive analysis, strategic planning, and influencer alignment, marketers can unlock new levels of efficiency and effectiveness. But to fully capitalize on the potential of GenAI, companies must invest in upskilling their teams, creating a culture of continuous learning, and focusing on driving better business outcomes rather than just improving efficiency.

As Penn aptly put it, “Learn to leverage the power of AI to drive real results for your business.” With the right strategies in place, GenAI has the potential to revolutionize B2B marketing, helping companies stay ahead of the competition and deliver more value to their clients. The future of B2B marketing is here, and it’s powered by AI.

Brazil has drawn widespread criticism following Justice Alexandre de Moraes’ decision to ban X from the country. The decision was framed in the context of fighting extremism and content moderation, but has been criticized for allegedly going beyond the law and cross into illegal censorship.

While it is not unheard of for countries to ban apps that lawmakers view as dangerous, Brazil is taking the unusual step of punishing users who trying to continue using X.

As a point of comparison, although the US voted to ban TikTok, there was never any attempt to punish users who found ways to continue using it. Fining users who continue using X is a bold move, and one that could ultimately cost Brazilian lawmakers if the move angers voters enough.

In the meantime, Brazil is positioning itself as a clear outlier among democratic countries, with a move some believe is squarely in the playbook of authoritarian regimes.