Patrick Givens

Attention is the new currency. Get the playbook behind how top agencies are cashing in on conversions: https://lnkd.in/e98CiTyw High-performing teams are breaking down silos, integrating stacks, and aligning brand with performance to drive consistency across the funnel. Download our latest research report to see how top marketers are shaping their conversion strategies: https://lnkd.in/e98CiTyw

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TREND ALERT:  Hyper-Personalization Through AI and Community-Led Co-Creation Consumers want to feel seen, heard, and in control. The “one-size-fits-all” era is over. From flavor profiles to nutrition benefits, buyers expect products to reflect their unique preferences, identities, and wellness goals. What’s powering this shift? AI technology, first-party data, and a new wave of creator economy tools that let fans co-create the brands they love. https://lnkd.in/gYjk54kq

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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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Jennifer Strange shares why B2B brand research is more than just brand tracking in this snippet from the B2B Insights Podcast 👇 Listen to the full episode to learn how to incorporate different audiences in brand research, creative techniques for better brand insights, and how to make brand research actionable > https://lnkd.in/efr-XhS5 #b2b #marketresearch #mrx #insights #brand #branding #brandresearch #brandtracking #brandpositioning #brandperceptions

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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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Insightful morning read by Bo Sacks: 💡 The publishing industry is a tough place to be, and the "one-size-fits-all" and cheapening of products isn't the route to go. Consumers want VALUE, unique "customized" products, and they want you to find them on the channels they're at...build status, trust, and relationships, and you'll live to see another day. Bo Sacks (https://lnkd.in/gSGWs6Bb) most recent newsletter hit the nail on the head: First, SEO-driven generalism is gone, rank for everything, make pennies on remnant ads, then watch the bots hoover up the value. If your work isn’t cited or indispensable, you’re background noise, like elevator music in a skyscraper that’s missing most of its tenants. Second, chasing social-referral highs is a game for those who enjoy disappointment. The Facebook sugar rush is over; the next algorithm shift leaves you stranded in the content desert, clutching a cracked compass and reminiscing about reach that once was. Smart publishers diversify, moving into Reddit, Pinterest, newsletters, and direct feeds, like survivalists planting edible gardens after years of eating empty carbs from someone else’s pantry. Third, the dream of one-size-fits-all subscriptions deserves its place next to paper hats in the museum of bad publishing ideas. “Plus” sounds great in a board meeting but means about as much to readers as a punch card at a laundromat. Hearst’s own brand-native memberships get this right, serving unique perks to distinct tribes. Miss this lesson, and the spreadsheet turns into a napkin sketch fast. Fourth, if your print product looks like it’s time-traveled from 1995, you’re offering nostalgia with a whiff of staleness. The mass-market, ad-heavy, stack-’em-high model is fading; what survives is print with a pulse, niche, collectible, packed with purpose. If it’s not worth the paper, it’s a habit, not a product.

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Quoted in Ad Age last week on how the pressure is mounting for CPG brands to clean up their act. Consumers aren’t just skimming labels anymore. They’re scrutinizing ingredients, questioning sourcing, and expecting real food to actually look and act like real food. At Interact Brands, we’re helping brands respond not with gimmicks, but with substance. Because the brands that adapt with intention are the ones staying relevant in a changing market. Link to artcicle in the comment.

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Is your CDP dying—or just outdated? Modern marketing needs more than connectors and dashboards. CDPs aren’t dead, but inflexible ones are. If your stack can’t adapt, it’s time to rebuild. AI works best when your data’s ready. It amplifies what you already have, not what you’re missing. Composable beats all-in-one. The future is flexible, modular, and built around your workflows. Syntasa brings the CDP to your data. Learn more at https://lnkd.in/gjr-pUeB

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People aren’t typing what they want anymore they’re pointing a camera at it. Visual search is already mainstream, and brands that aren’t optimized for image-based discovery are invisible where buying decisions actually happen. If your product photos, metadata, and structure aren’t built for AI vision, you’re not losing rankings you’re losing relevance. #VisualSearch #GoogleLens #EcommerceMarketing

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Stop calling GenAI a pilot. It's time to move past experimentation and into operationalizing. The 2025 State of GenAI Adoption report (a joint effort between the 4As and Forrester) confirms it: 75% of agencies are onboard, but the vast majority are still holding back—using AI in less than half of their work. Yes, we are seeing how GenAI is delivering productivity gains, improving campaign quality, and beginning to deliver on scaled personalization. But legacy pricing models, legitimate legal fears, skill gaps, and ROI paralysis are slowing some down. Nearly 70% of agencies expect transformative shifts in business models over the next 2 years - a daunting change in a short period of time. If you’re not already embedding GenAI across workflows, training staff, and evolving your monetization model, you are at risk of falling behind. Get more details, additional data and useful insights here: https://bit.ly/4mkSPjY

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Back in the late 2000s, social media advertising was dismissed as experimental. 🔷 Too early. Too awkward. Too easy to ignore. We all know how that played out. Today, we’re hearing a similar tone around AI platforms and advertising. Debra Aho Williamson , the analyst who correctly forecasted the rise of social media advertising as early as 2007 , recently made a prediction worth paying attention to: 📣 AI platforms like #ChatGPT and #Perplexity could become major advertising destinations by 2026 — potentially growing faster than social ever did. What makes this different from speculation is that the groundwork is already visible. • Google is actively testing ads inside AI-powered search experiences • OpenAI has begun experimenting with ad-adjacent formats inside ChatGPT — closer to search recommendations than banners This isn’t about turning AI into another Instagram feed. It’s about monetizing intent, not attention. When users open social platforms, they browse. When users open AI platforms, they decide. ➖ Compare. Evaluate. Learn. Act. That single difference changes everything about how advertising will work. Ads in AI won’t scream for clicks. They’ll quietly surface as: • recommendations inside answers • brand mentions during comparisons • suggestions at the exact moment of decision Exactly what we always wanted ads to be. From our point of view at growth.cx, this isn’t a media buying problem — it’s a strategy problem. Here’s how we’re advising teams to prepare: 1. Shift from reach-first to intent-first thinking AI behaves more like search than social. Relevance beats impressions every time. 2. Get your fundamentals brutally clean Clear positioning, accurate documentation, structured FAQs, consistent product language — AI systems reward clarity, not slogans. 3. Be genuinely useful before you try to be visible AI surfaces answers that help users decide, not brands that shout the loudest. 4. Protect trust like it’s a growth channel In AI interfaces, misleading messaging doesn’t just get ignored — it gets filtered out. If this transition mirrors what happened with search and social, the biggest winners won’t be the fastest advertisers. They’ll be the brands that earned their place inside the answer. And that’s a very different kind of marketing discipline. Are you preparing for AI platforms as media channels yet, or still treating them as tools? #AIAdvertising #DigitalMarketing #FutureOfMarketing #SaaSMarketing #SearchEvolution #growthcx #foundersthoughts

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Marketers are under more pressure than ever to justify spend, personalize messaging, and prove ROI. But many are overlooking a powerful lever: location-based media planning. 📍 A new 2026 study by Forrester, commissioned by DAC, shows how consumer cohort-based targeting, rooted in ZIP/postal code-level insights, can dramatically improve media precision, personalization, and performance. Get a snapshot of the findings below, and explore the full report to learn how to scale smarter, faster. 🔗 Learn more about the study: https://lnkd.in/exQrSwhg #MediaPlanning #DigitalMarketing #AdSpend #LocationData #Personalization #HeroNA

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B2B buying is no longer a solo act—and the old lead-gen playbook built on that idea? It’s broken. Modern B2B buying decisions are rarely made by one person. With 13+ decision-makers on average and nearly 90% of purchases spanning departments, the process is more cross-functional and complex than ever. Whether you’re selling to a startup or a global enterprise, decisions are made by groups—not individuals. It’s time to align with how buying really works: 🔹 Focus on buying groups, not just leads 🔹 Align marketing and sales around shared revenue goals 🔹 Drive early-stage demand—before buyers ever raise their hand Start driving early-stage impact aligned to revenue, not lead volume. Download the “How to Build Early-Stage Demand That Converts into Sales Opportunities” Blueprint to get started: https://hubs.li/Q03z-1wt0 #data #revenue #accountbasedmarketing #b2bmarketing #strategy #marketing #b2bbuyers #b2b #abm #pipeline

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