Category: Expert Mode

We’ve all been there. You’re a B2B marketing leader by day, meticulously orchestrating complex, multi-touch attribution models and nurturing six-figure deals through a nine-month sales cycle. By night, you’re just another consumer.

In a recent conversation, I spoke with Lisa Avvocato, CMO at Vitam, who brings a clear-eyed perspective from her experience in retail tech and now on the brand side, offering a practical roadmap for leaders looking to move from theory to execution.

According to recent research from Shutterstock, while global ad spend has surged by 33%, the resulting impact on customers has actually declined by 20%. They call it the “impact gap,” and it’s a multi-billion dollar problem.

The conversational AI layer that is rapidly becoming the de facto starting point for information discovery is placing more trust in the narrative surrounding your brand than the one you broadcast yourself. This inversion of influence demands a fundamental re-evaluation of our priorities, our budgets, and our definition of…

With finite budgets and infinite possibilities, the question isn’t simply what to localize, but where to invest for maximum impact. How do you decide between localizing a series of webinars versus perfecting the user interface of your product for a new region?

For many enterprise marketing leaders, the reality on the ground feels less like a revolution and more like a series of expensive science fairs. Ambitious projects, meant to redefine the customer experience, often stall out in the pilot phase, never to see the light of day. The graveyard of…

The more profound, and frankly more interesting, shift is not in using AI to make ads, but in learning how to advertise within AI itself—specifically, within the conversational interfaces that are rapidly becoming the new front door to the internet for millions. This is uncharted territory, a frontier where…

This “AI sprawl,” as some have begun to call it, presents a fundamental challenge for marketing leaders. We invest in sophisticated technology to build relationships and foster loyalty, yet our own systems often operate with a debilitating case of amnesia, starting fresh with every new interaction. To deliver on…

We’ve all seen them: the sprawling partner pages adorned with dozens, sometimes hundreds, of company logos. They’re meant to convey scale, credibility, and a robust ecosystem. Yet, as marketing leaders, we know the unspoken truth behind many of these digital walls. A significant portion of these partnerships are what…

### **Breaking the Convention of B2B** The first step in standing out is recognizing the homogeneity of the landscape. For monday.com, this process began with a candid audit of their own work and that of their competitors. The realization was clear: a logical, rational thread connected nearly everything, creating…