Blog
Why Automating Your Marketing Data Is Making Your Mistakes Faster
There is a Gartner finding that every marketing leader with an AI implementation on their roadmap should read carefully. According to their research, more than 40% of AI automation projects will have failed by 2027. The number is striking, but the reason behind it is more important than the
The PPC Specialist Is Dead. Here’s What Replaces Them
This is not a piece about AI replacing marketers. It’s a piece about something more specific and, for many marketing leaders, more immediately disruptive: the single-channel specialist model that has defined digital marketing hiring for the past 15 years is breaking down. And it’s breaking down now. “You can’t
The Typewriter Moment: Why the Paid vs. SEO Debate Is Finally Over
For as long as digital marketing has been a professional discipline, there has been a fight. It shows up in budget meetings, QBRs, and attribution reports. It shows up in the way teams are structured, the way performance is measured, and the way credit gets assigned. It is the paid-versus-SEO
The Non-Vendor Problem: Why Your B2B Brand Is Missing From AI Shortlists
There is a version of the B2B buying journey that most marketing teams are still building for, which goes like this: A buyer identifies a problem. They go to Google. They search for solutions. Your ad appears. They click. They convert. Your pipeline grows. That version of the journey is
The Competitive Advantage of Deeper B2B Funnel Measurement
Eight in ten B2B Paid Campaigns Are Optimizing for the Wrong Thing, and Your Competitors Know It Every marketing team we’ve ever audited says the same thing: we optimize for quality, not just volume. They say it in QBRs. They say it on LinkedIn. They nod confidently when someone mentions
Beyond the Click: How Data Enrichment Drives Revenue and Credibility
Marketing leaders often grapple with a pervasive challenge: inconsistent data reporting across various platforms. Paid media, analytics, and CRM systems frequently present differing numbers, leading to a lack of clarity and, more critically, a significant erosion of credibility with the board. This issue stems from a fundamental misalignment in optimization
The AI Search Era: Why the Customer Journey Has Changed Forever
recent episode of Marketing IQ Live, the way customers search, find information, and discover products online has changed permanently. For marketing leaders, understanding this evolution is now critical for survival. The Disappearing Clicks One of the most staggering statistics highlights the new reality of search: 58% of searches now end
5 Principles for Thriving in the Era of AI Search
The rapid evolution of AI-powered search has fundamentally reshaped the digital marketing landscape, as discussed by Cristiano Winckler and John Wilkes in a recent Marketing IQ Live session on Paid & SEO in 2026. Businesses that fail to adapt to this new reality risk being left behind. The recent workshop
Prove Marketing ROI to Your Board | Somebody Digital
Only 30% of CMOs say they have a clear view of marketing ROI. According to Gartner’s CMO Survey, that number was 40% not long ago. It’s moving in the wrong direction, and the pressure from boards to demonstrate revenue impact has never been higher. The problem isn’t that marketing leaders
What a Field CTO Actually Wants From B2B Tech Marketers
Most B2B marketing strategies for enterprise tech assume the deal starts at the top. Get the CTO on board. Win the CIO. Work the C-suite. That assumption is costing teams a lot of wasted budget. Kai Waehner is a global Field CTO at Confluent and has been in the room