Redfin, ADP and Ramp have each turned internal data into news coverage within days, and sometimes hours, of a major story. Smaller B2B companies can do the same with narrower data.
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Growth & Strategy
The company that taught machines to write your emails is hiring a Global Head of Events to bring people together in person. It says a lot about what gets more valuable as everything else gets automated.
Marketers say ChatGPT ads lift their organic traffic, and OpenAI says ads can't touch its answers. Nobody outside OpenAI can check which is right, and that may shape AI search more than the ads.
Google and LinkedIn send B2B companies less traffic every year. Owned media is how more brands are building audiences they don't have to rent. This guide covers what it is, how it works, and how to get started.
Search and social reach are shrinking fast. Outlever, which builds and runs industry publications for brands, argues that B2B marketers should stop renting attention and start publishing.
OpenTable CGO Robin Chiang on how the platform stays authentic by amplifying the restaurants and creators diners trust.
Half of new online articles are now written by AI, and LinkedIn and AI search reward brands less every quarter. Outlever's Melissa Rosenthal explains why B2B companies are building newsrooms.
Redfin, ADP and Ramp have each turned internal data into news coverage within days, and sometimes hours, of a major story. Smaller B2B companies can do the same with narrower data.
A real shift is underway in go-to-market strategy. Companies are moving from renting attention to owning it, and the early numbers suggest this isn't a fringe experiment. It may be the next default.
As Discovery Fragments, OpenTable Wins Attention By Putting Someone Else In The Spotlight
OpenAI Is Betting on In-Person, Which Tells You Something About AI
ChatGPT Ads Seem to Lift Organic Traffic. Is Paying to Be Found the Future of AI Search?
What Is Owned Media in B2B? A Complete Guide
How B2B Companies Build Owned Media That Buyers Actually Read
If this caught your attention, that’s not accidental.
The best editorial systems don’t happen by accident. Outlever builds them.
AI & Technology
Meta's Muse haggled away a used keyboard, sent a stranger to a seller's building and told the buyer "Yep I'm here!" while the seller was out. On Monday morning, Meta started selling the same technology to companies.
Clay coined the GTM engineer. Profound calls the same person a marketing engineer. The naming fight decides whose product the role gets built around.
Everyone bought the same capabilities from the same vendors on the advice of the same firms. Now the only thing left to compete on is scale.
In every FTC AI enforcement action this year the deceived buyer was a business, and the firms that supplied the marketing materials were charged too.
Canva's brand did nothing wrong and still watched more than eleven billion dollars come off the mark in a week. The lesson is about what kind of love it was holding.
Altman pitched an AI podcast for the drive to school. An eight-word reply beat him 13 to 1, and it exposed a positioning problem the whole industry shares.
More than 200 economists and 16 Nobel laureates just warned that AI could reshape the economy faster than institutions can respond. The reputational bill lands on brands first.
Data platforms are swallowing the CDP. The tools that actually reach customers just became the most important part of the stack.
Today HubSpot published a post to its community titled "We Got This Wrong. And We Are Fixing It." The company says it will not move forward with the terms of service changes it communicated on July 1.
Canva's brand did nothing wrong and still watched more than eleven billion dollars come off the mark in a week. The lesson is about what kind of love it was holding.
Brand & Creative
Advertisers remain wary of AI-made ads, even as the output improves. A look at the trust gap, and at Waymark's new premium tier built from brands' own photos and footage.
Demandbase, Adobe and Multiply are handing B2B campaigns to AI agents. Few teams have decided who approves the work, or how their brand stays distinct.
Vanta's AI writing policy came from its general counsel, not marketing, and it signals where every company's rules for AI writing are headed next.
Companies are pushing CMOs toward efficiency and commercial strategy. The first public mistake nobody had the authority to stop will push them back toward owning the brand.
Manifest EVP of Strategy Geoffrey Director on why AI and younger customers are forcing banks to earn the trust their institutional authority once delivered on its own.
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