AI’s Double-Edged Sword & LinkedIn Creator Monetization

Table of Contents

1. 🔥 This Week's Hottest Marketing Trend

2. 🛠️ Growth Hacks & Quick Wins

3. 🤖 AI Corner: Work Smarter, Not Harder

4. 📚 B2B Marketing Masterclass

5. 🎓 Upskill Your Team

🔥 This Week's Hottest Marketing Trend

Balancing AI Efficiency with Marketing Reputation

At The Drum Awards for Marketing (EMEA), senior marketers from Britvic, Sage, and Primark explored how AI is reshaping not only creative execution but also the internal perception of marketing’s strategic value within the business

As AI’s grip on the marketing discipline tightens, a new tension has emerged: brands embrace automation and generative tools to unlock efficiencies, while simultaneously wrestling with concerns over creative control and the very identity of what marketers do.

What this means for you:

• Govern with guardrails: Establish clear AI-use policies that protect brand voice and creative standards.
  

• Measure beyond metrics: Track creative impact and brand sentiment alongside efficiency gains.

• Embed thoughtfully: Roll out AI tools in pilot teams first to refine workflows and address control concerns before scaling.

🛠️ Growth Hacks & Quick Wins

3 actionable tips to boost your marketing performance this week:

1. Scenario-Driven Budgets
   Conduct quarterly “what-if” exercises to stress-test your spend against market downturns, mirroring top CMOs’ playbooks.

2. Localize Your GTM
   Partner with regional platforms—take a cue from OmniRetail’s $20M Series A to expand in underserved markets like West Africa’s FMCG sector  (OmniRetail shakes up Africa's B2B e-commerce market with $20M ...).

3. Repurpose for Engagement
   Transform long-form content into short, snappy videos for LinkedIn’s new creator slate, tapping into a 36% boost in video viewership.  (LinkedIn Takes First Steps Towards Creator Monetization With ‘BrandLink).

🤖 AI Corner: Work Smarter, Not Harder

Agent Deep Dive: Agents Companion Whitepaper
Master multi-agent orchestration, evaluation techniques, and Agentic RAG from Google’s definitive guide to building production-ready AI agents (Agents Companion).

Zapier in Action
Wondering how to drive AI adoption and workflows across teams? Learn from Zapier’s own internal playbook  (How Zapier rolled out AI org-wide and drove 89% adoption).

📚 B2B Marketing Masterclass

• Gartner’s 4 Key Trends for Tech CMOs in 2025
  Gartner’s report lays out four strategic imperatives for technology marketing leaders in 2025. (4 Key 2025 Trends for Tech CMOs)

  TL;DR:

• Direct brand spend toward differentiation: 49% of organizations expect improved brand impact, and growth companies are outpacing peers by investing more in differentiation activities. 

• Measure and prove marketing impact: 96% of B2B CMOs believe their contributions to profit margin and revenue growth are underrecognized, prompting a move away from MQL-focused metrics. 

• Organize and upskill teams for growth: High-performing firms create centers of excellence and ensure 71% of growth organizations build GenAI proficiency into their marketing functions.

• Drive revenue through shared marketing-sales metrics: Companies that align marketing and sales KPIs nearly triple their chances of exceeding new customer acquisition targets by integrating real-time dashboards. 

🎓 Upskill Your Team

• Webinar of the Week: “B2B 2025 Buyer Journey Trends”—get data-backed insights on how AI and committee dynamics are reshaping pipeline strategies  ([WEBINAR] B2B 2025 Buyer Journey Trends - Ipsos).

• Planning Blueprint: On-demand “B2B Planning Blueprint: From Strategy to Execution” shows you how to synchronize annual planning across brand, content, demand-gen, and sales  (B2B Planning Blueprint: From Strategy To Execution - Forrester).

• Expert Panel: Replay “Leading Through Volatility: B2B Marketing, Sales, and Product” for actionable tactics to thrive amid shifting buyer behaviors  (Unveiling The Future Of B2B Events: Forrester).