Weekly frameworks, field notes, and practical resources with the GenAI prompt to operationalise it immediately. For CMOs, strategists, and serious marketers who want better decisions, and depth over trends. Subscribe and receive each article before it reaches LinkedIn.
Traditional persona work profiles one buyer. B2B contexts have a buyer committee, sharing one account but diverging by role, fear, and definition of success. Here is the two-layer persona architecture that maps the six buyers at once, without producing six documents nobody ever opens.
A real-world GenAI marketing use case: how an industrial automation firm serving food & beverage manufacturers, used GenAI to build a committee-aware narrative from one source, giving each of six decision-makers their reason to say yes without splitting the committee.
A real-world GenAI marketing use case: how a web design agency that ran demand generation and lead generation on one budget and one KPI set used GenAI to clarify both and draft the shared qualification language that connects them.
Demand generation and lead generation are treated as synonyms, run on one budget, and measured with the same KPIs. They are different disciplines with different jobs, timescales, and failure modes. Here is the distinction, and what it changes about how you budget and measure.
A real-world GenAI marketing use case: how a wellness practice stopped losing people at the jump from free to paid, using GenAI to build a free → value → paid nurture sequence that closed the leak while still feeling like a human, not a funnel.