Andrea Atkins

Personalization isn’t about channels or platforms. It’s about giving customers what they actually want. In this episode of Here’s the Deal, Daniella Harkins shares the marketer’s checklist for data activation, from unifying your data to optimizing campaigns in real time.

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Creative fatigue happens faster than most marketers expect. What worked last quarter might already be losing steam—and with rising CPAs, refreshing your creative strategy isn’t optional. That’s why we partnered with Singular to create Winning with Creative—a practical guide for building, testing, and scaling ads that keep performing. Inside, you'll find: ✅ Smarter frameworks for concept testing ✅ Insights on geo-specific creative from us ✅ Post-tap strategies that go beyond the click ✅ UGC and TikTok best practices that actually convert If staying ahead of creative fatigue is on your roadmap, this guide is worth a read. Download it here → https://lnkd.in/gCbRf4hW 

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Is your B2B content creation backwards? Most teams create first, then try to find the audience later. That's why 90% of your content doesn't resonate or drive pipeline. Chapter 4 of our guide reveals the fix: The Three-Circle Framework. Learn how the best marketing teams stop guessing and use intent data to inform every piece of content they publish, ensuring every asset: ✅ Meets buyer interests (What they want) ✅ Fuels business goals (What you need) ✅ Maintains credibility (What's true) Stop creating content that flops. Download the complete guide and rethink your content strategy today: https://lnkd.in/dX-qKVMt #ContentMarketing #IntentData #B2BMarketing #DemandGeneration #Intentsify #FunnelIsBroken

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Worthwhile read from Kendra Barnett in ADWEEK on how search is evolving and what that means for consumers and marketing. Google founder Larry Page said to always work on something "uncomfortably exciting." Am I uncomfortable? Yes! Is that exciting? Also yes!  Over the past 25 years, as the ways people find information have changed, so has Search. While this moment feels bigger, in many ways it’s no different. People are coming to Google to ask more and different kinds of questions, and we're able to answer in new and more helpful ways, including introducing brands to consumers. And tools like AI Max for Search campaigns are helping marketers navigate this opportunity.  Nick Fox said it well: “This is the moment that propels us forward in our ability to achieve our mission and really deliver a transformed search experience for users, as well as a better advertising experience for advertisers.” https://lnkd.in/ebQkPEc9

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Testing email content is one of the fastest ways to improve results. Watch this short video demo to learn how to quickly launch and evaluate A/B tests in Campaign Monitor.

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“Agents need context: real memory and the ability to bring in all the data around you. That’s how brands move from agents having conversations to building relationships,” said Sierra's Bret Taylor (photo, left) at Axios AI+ SF yesterday, with co-founder Clay Bavor (middle) and Axios’ Ina Fried (right). Great event. That same idea showed up earlier in The Information’s 2026 predictions call with Jessica E. Lessin, who called out the shift from abstract model capabilities to “real-world models that understand cause and effect” and “models that learn versus models that are taught.” Couldn’t agree more. It’s also why knowledge graphs are becoming an essential part of the AI stack, removing data silos and serving as the knowledge layer powering intelligent apps and AI systems. Buckle up. We’re just getting started.

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LLMs and AI summaries are becoming the new front door to brand discovery. People aren’t just Googling you anymore. They’re asking AI. And what those AI summaries and answers to prompts say about your brand now shapes perception long before anyone visits your website. Here’s what I shared with Marketing Magazine Asia recently: 1. AI is now the new search layer. People increasingly trust assistants like ChatGPT and Gemini for answers, skipping traditional search altogether - 60% of global searches end without a click to a website. 2. Fixing AI errors isn’t enough. You can’t just chase inaccuracies; you have to feed the right information into the system. Keep websites, press rooms, and product pages current. Monitor how AI platforms describe your brand. Vigilance is the new visibility. 3. SEO isn’t dead. It’s evolving. Generative Engine Optimisation (GEO) builds on SEO’s foundation. The goal isn’t just ranking anymore; it’s being in the answer. 4. Algorithms influence perception, but don’t own it. The story still belongs to the brand. CMOs who stay agile, consistent, and credible will always have the upper hand. 5. AI optimisation isn’t a new department. It’s a new discipline. LLMs pull from everything ever said or written about you. Credibility and consistency across every touchpoint now matter more than ever. 6. What do you do next? Start with an audit. See how your brand appears in AI summaries. Track what’s being said, and by whom. Use that insight to shape your media and content strategy. We’ve just launched a product I’m really excited about, Gen AI Lens. It helps brands see exactly how they show up across AI platforms, and how those narratives are forming in real time. It’s part of how we’re evolving Meltwater's search intelligence and social listening to meet this new reality, where perception is shaped by both people and AI.

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The State of CMS shows what's really going on in content management right now. Skip the sales pitches—get the real story on user experiences, security problems, and how AI is shaking things up. Discover why thousands of sites are underperforming—and how to fix it. Get the inside scoop on platform winners and what’s ahead. https://okt.to/CJg6Tu

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Factors.ai just released their LinkedIn Benchmark Report and the results are impressive. They analyzed 100+ B2B marketing teams and found: Traditional lead-gen tactics are seeing diminishing returns. @LinkedIn ad budgets are growing 5x faster than Google Ads. 92% of buyers have a preferred vendor before formal evaluation begins. This isn't a minor course correction; it's a fundamental shift in strategy. The data shows that top-of-funnel brand building is no longer a "nice-to-have"—it's the new competitive battleground. Download Factors' LinkedIn Benchmark Report to get the data-backed playbook for navigating this new reality: https://lnkd.in/gV5PC2r2 #B2BMarketing #MarketingROI #LinkedInAds

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I’ve spent a fair while over the last few weeks drumming up hype for Ads in Google’s AI Overviews. I’m convinced the launch has the potential to be the most immediately impactful change that search advertisers have seen in the last decade - and we’ve reason to suspect that the feature could be arriving a lot sooner than we originally thought. The challenge is that the commercial opportunities arising from Ads in AI Overviews won’t just fall into advertisers’ laps; your search campaigns of today are probably not best-suited to providing the relevant responses needed to answer the more diverse, conversational queries that Ads in AIOs will be serving against. Marketers haven’t always been entirely comfortable with features such as keywordless targeting, or with real-time-generated assets - but there’s now a very real performance incentive to lean in & get comfortable with these features. In our latest blog post, we’ve unpacked all of the details on what you can be testing now to get ahead of the game: https://lnkd.in/ghnrwg8W

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Marketing teams juggle content, ads, social, events, and more. Without alignment, that leads to miscommunication, silos, and endless meetings. The solution? Daily standups. In 15 minutes or less, marketing teams can: 🔹 Align across channels and campaigns 🔹 Surface blockers before they delay launches 🔹 Improve visibility across functions 🔹 Stay focused on results and customer impact 🔹 Build trust and stronger collaboration Daily standups are a simple, powerful first step toward agile marketing. 📖 Read the full article to learn how and why this small change makes a big difference. https://lnkd.in/gxs9Mexr

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My AI content strategy framework boosted engagement by 240%. The secret? Not “better AI prompts.” It’s a better audience-powered strategy. The 4-Layer AI Content Strategy Stack: Layer 1: Audience Signal Collection → AI mines customer calls, support tickets, and sales conversations → Surfaces pain points, exact phrases, and recurring questions → Maps insights to buyer journey stages Layer 2: Content Gap Mapping → AI audits your existing content against audience signals → Finds where competitors aren’t showing up → Ranks opportunities by potential impact and difficulty Layer 3: Human + AI Creation → AI drafts based on audience insights and gap analysis → I add strategy, context, and lived experience → AI optimizes for each channel and format Layer 4: Performance Feedback Loop → AI tracks performance across metrics that matter → Reveals which topics and formats resonate with each segment → Feeds data straight back into the strategy layer Takeaway: The most effective AI content strategies begin with a deep understanding of the audience—not cleverer prompts.

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Great discussion with Jacki Kelley at #SnapdragonSummit on the role of brand in driving business impact. We covered how partnerships, creativity, and AI are redefining what’s possible for marketers and technologists alike. Watch the video for her perspective 👇

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