AI assistants are now a primary research channel for B2B buyers — and most marketing functions have no visibility into what those tools say about them. Andrea Linehan on why brand omission, mischaracterisation, and displacement in AI-generated answers is the marketing accountability gap that CMOs need to close in 2026.
Read More80% of marketers are under pressure to adopt AI. Only 6% have fully embedded it into their workflows. The gap isn't about tools — it's about data foundations, strategic ownership, and a structural disconnect most CMOs haven't named yet. Andrea Linehan on what the 6% are doing differently, grounded in data from the Supermetrics 2026 Marketing Data Report.
Read MoreMost CMOs think like marketers. Andrea Linehan on why the AI era requires CMOs who think like CFOs — and why taking share options at her first startup was the moment that changed how she understood marketing's commercial contribution. A personal and practical case for finance-trained marketing leadership.
Read MoreThe martech stack has never been more sophisticated — and marketing work has never been more manual. Andrea Linehan on why the next shift isn't more tools inside existing interfaces, but headless martech: where AI chat becomes the interface, and the stack works in the background. What this means for CMOs on team design, governance, data quality, and operating models.
Read MoreAI is no longer optional in B2B marketing—it’s the backbone of competitive strategy. This guide breaks down how artificial intelligence is reshaping every function, from brand building and content creation to customer retention and analytics. Ideal for senior marketers and founders, it offers a diagnostic framework and platform-specific insights for navigating the AI-first era of buyer engagement.
Read MoreISO 10668 sets the global standard for monetary brand valuation, guiding businesses in assessing and maximising their brand's financial impact. Discover its key principles, methodologies, and why it’s essential for modern brand management.
Read MoreInfluencer bundling will revolutionise marketing campaigns. By grouping complementary influencers into personalised collaborations, brands can target consumer needs more effectively. Discover how frameworks like Jobs to Be Done (JTBD) and AI tools are shaping the future of influencer marketing.
Read MoreCustomer retention is the secret to sustainable growth. Discover how companies like HubSpot and Peloton play offence and defence to maximise lifetime value, drive engagement, and build loyalty.
Read MoreShadow AI is both a business opportunity and a compliance challenge. Learn how marketers and leaders can harness unapproved AI usage to drive innovation while mitigating risks like data security and operational over-reliance.
Read MoreAdoption = Value / Effort. To drive product and service adoption, marketers and product professionals must maximise perceived value while minimising customer effort. Learn actionable strategies to optimise both sides of the equation.
Read MoreAI is disrupting the way marketers approach search and measurement, challenging traditional metrics and redefining digital strategies. Learn how to adapt to the evolving landscape where generative AI reshapes marketing norms.
Read MoreMarketers and finance teams often clash over budgets and ROI. This guide explores how marketers can flip the narrative, justify long-term brand investments, and build collaborative strategies with finance to align on goals.
Read MoreUnderstanding the product adoption curve is essential for marketers. Learn how to tailor strategies for innovators, early adopters, the early and late majority, and laggards. From crossing the chasm to driving mainstream success, this guide equips you with actionable insights.
Read MorePerformance marketing is about more than clicks—it's about driving meaningful outcomes. Learn advanced tactics to improve customer lifetime value (CLV), optimise attribution models, and leverage remarketing to boost conversions and maximise ROI.
Read MoreMarketing analytics bridges the gap between creative intuition and data-driven insights. Learn how to visualise data for strategic decisions, integrate advanced KPI frameworks, and balance creativity with science to craft winning campaigns.
Read MoreAI and machine learning are transforming marketing, enabling unprecedented personalisation, efficiency, and insight. From reshaping content marketing with generative AI to driving customer experiences at scale, and using predictive analytics for smarter decisions, these technologies are redefining the future of marketing strategy.
Read MoreMarketing isn’t just a function; it’s the engine of business transformation. CEOs who champion marketing innovation, balance brand-building with performance goals, and align strategies with customer insights position their organisations for long-term success.
Read MoreGenerative Engine Optimisation (GEO) is revolutionising search marketing. Learn how to adapt your strategy to optimise for AI-powered content selection tools like Google, ChatGPT, and Perplexity.AI. Stay ahead in the AI-driven search game.
Read MoreDon’t let AI kill the golden goose of content creation! While AI can churn out structured content at speed, human creativity reigns supreme in Google's 𝐄-𝐄-𝐀-𝐓 framework (Experience, Expertise, Authoritativeness, Trust). Learn why trusting humans, not just machines, to craft nuanced, authoritative content will keep you ahead in the Google rankings.
Read MoreExplore the intersection of brand valuation and marketing strategy in Andrea Linehan’s latest piece on The Currency. Featuring insights from David Haigh, CEO of Brand Finance, the article delves into the methodology of brand valuation, Ireland’s potential in IP-backed financing, and future trends in the global branding landscape.
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