Anteriad’s Latest Report Spotlights the Next Era of B2B Marketing—And the Data-Powered Leaders Fueling It

In an industry where results speak louder than channels, Anteriad has released its newest research report, The 2025 B2B Marketing Edge, in partnership with Ascend2—offering a detailed look at the evolving role of marketing leaders in B2B. Based on a survey of 466 senior marketers across North America, Europe, and APAC, the study unpacks how data fluency, AI adoption, and organizational agility are reshaping marketing’s impact on revenue.

The big headline? Data-savvy marketers are winning.

“Successful marketers today combine precise data strategies with agility to fuel revenue growth and strengthen brand positioning,” said Lynn Tornabene, CMPO at Anteriad. “This report offers a roadmap for how to do both.”

Marketers Are Taking On More—and Driving Revenue with It

The study reveals that 79% of B2B marketers expanded their responsibilities in the past year—not just as a response to leaner teams, but as a strategic shift. These expanded roles increasingly include revenue growth ownership, customer acquisition, and brand-building:

• 64% are now directly driving revenue growth through marketing initiatives

• 56% prioritize customer acquisition strategies

• 55% are responsible for brand awareness efforts

Interestingly, these added responsibilities correlate with better performance—a sign that marketing's remit is no longer just about support; it's about strategy and ROI.

Enter the Growth Gurus—and the Data Heroes

Top-performing marketers in the study—dubbed "Growth Gurus"—share a few defining traits:

• They use intent data at a significantly higher rate (52% vs. 32%)

• They launch campaigns 3x faster

• 73% see meaningful efficiency gains from AI use (vs. just 41% of their peers)

Perhaps more compelling is the rise of the "Data Hero"—a persona representing marketers with high confidence in using varied data sources to drive engagement. This group has grown dramatically—from 27% in 2022 to 44% in 2025—and they’re 3x more likely to generate significant revenue growth.

From Insight to Action: What the Best Are Doing Differently

The report dives into how today’s most effective marketers are transforming their orgs:

• Data Strategy: Prioritizing clean, integrated, and predictive data

• AI Optimization: Using AI for targeting, content creation, and campaign management

• Campaign Velocity: Focusing on tools and org structures that support rapid execution

• Cross-Functional Alignment: Collaborating more tightly with sales and ops to close the loop

This marks a move away from marketing as a silo and toward marketing as a growth engine—enabled by technology and empowered by leadership.

Anteriad’s findings are a clear signal: B2B marketing is no longer just about pipeline—it’s about precision, performance, and partnership. As companies face mounting pressure to do more with less, data confidence isn’t a luxury—it’s a competitive edge.

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SellerApp Unveils AI-Driven DSP Suite, Tackling the $166B Retail Media Efficiency Crisis

In a retail media landscape that’s ballooned to $166 billion, SellerApp is cutting through the chaos. The eCommerce intelligence platform has officially launched its Amazon DSP integration and Advanced Automation Suite, arming enterprise brands with the firepower to reclaim wasted ad dollars and outperform competitors in the hyper-crowded Amazon marketplace.

And the timing couldn’t be better. With cost-per-clicks up 45% and conversion rates flat, even Fortune 500 advertisers are seeing millions vanish into inefficient campaigns.

“Brands are hemorrhaging money trying to manage today’s complex ad landscape with outdated tools,” said Dilip Vamanan, Co-founder and CEO of SellerApp. “We’re not just optimizing campaigns—we’re reinventing how enterprise brands operate in this environment.”

From Beta to Billions: Proof That Automation Wins

Early adopters—including Philips and other Fortune 500 giants—have already seen results that read like a CMO’s wish list:

• $15M in recovered ad spend

• 40% improvement in ACoS

• 3X increase in CTR on high-intent placements

• $35M in incremental revenue

• 90% time savings through campaign automation

And that’s not theoretical—these outcomes were observed during a six-month beta test across $50M in ad spend.

What’s Under the Hood: A Unified AI-Powered Platform

1. DSP + Sponsored Ads, Unified

• A single dashboard for managing both Sponsored Ads and Amazon DSP

• Cross-channel attribution mapping the true customer journey

• Real-time, AI-based budget allocation

2. AI Engine with Serious Processing Power

• Handles 1M+ decisions daily across 250K campaigns

• Predictive models anticipate competitor activity and seasonal trends

• ML algorithms improve continuously with each campaign interaction

3. Enterprise-Grade Reporting and Intelligence

• Real-time profitability tracking across product portfolios

• Competitive intel that tracks market share movement

• Custom dashboards tailored to multi-brand, multi-region teams

Why This Launch Matters Now

Amazon’s ad ecosystem is no longer the scrappy DIY sandbox it once was. With nearly 1 million new sellers in 2024, competition is intense and the stakes are higher than ever. Manual campaign management isn’t just outdated—it’s risky.

“We routinely audit Amazon ad accounts spending $50K a month with no visibility into what’s driving results,” said Nithin Mentreddy, Director of Customer Success. “The inefficiencies we uncover are accelerating every quarter.”

With SellerApp’s platform, brands can now automate their strategy at scale—without losing the precision needed to compete.

Enterprise-Ready, Right Now

The platform is now available for qualified brands, with white-glove onboarding options:

• Rapid Deployment (2 weeks): Ideal for simpler campaign structures

• Standard Implementation (4 weeks): Includes team training and KPI alignment

• Enterprise Transformation (6–8 weeks): Full strategic overhaul, including Walmart and Target integration readiness

Every client starts with a free Waste Audit—often uncovering 20–40% in immediate savings.

Looking Ahead: From Amazon to Everywhere

SellerApp’s roadmap includes:

• Walmart Connect and Target Roundel integration (Q3 2025)

• Amazon Europe (.de, .fr, .it, .es) expansion (Q4 2025)

• AI-generated creative assets and testing

• Predictive inventory planning aligned with ad strategy

“We don’t just optimize accounts—we optimize categories,” said Sayantan Chatterjee, Product Manager. “We see where competitors are spending, when trends are shifting, and how to adapt before it impacts your bottom line.”

With its proprietary ML architecture and deep integrations, SellerApp is not just a campaign tool—it’s becoming a retail media operating system.

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Transcend's New Report Uncovers the Strategic Power of Consent Data in AI-Driven Enterprise Growth

Once relegated to the fine print of compliance departments, consent and preference management has officially entered the C-suite. According to a new report from Transcend, the privacy infrastructure company behind some of the world’s top digital brands, organizations that prioritize user consent as infrastructure—not just as a checkbox—are unlocking major gains in revenue, personalization, and customer trust.

The report, titled "Hidden in Plain Sight: How Enterprises are Driving Revenue, Trust, and Digital Transformation Through Integrated Consent and Preference Management", reveals a clear consensus among global enterprise leaders: permissioned data is now strategic fuel for AI, digital innovation, and long-term growth.

“The real opportunity lies in how businesses operationalize permissioned data for their growth strategies,” said Ben Brook, CEO and Co-founder of Transcend.

Consent Is the New Competitive Edge

Transcend, in partnership with UserEvidence, surveyed 265 executives across privacy, security, and marketing functions from Global 2000 firms. The findings are both timely and eye-opening:

• 100% of executives said consented data improves their ability to launch new products and services

• More than 50% rely on this data for AI, personalization, and digital innovation

• 70% struggle to distribute consent and preferences across complex data ecosystems

• 66% say integrated consent improves user experience personalization

• 65% cite increased customer loyalty and trust as a direct result of consent-based strategies

• 60% see better data quality, and 49% report higher opt-in rates

The disconnect? While companies recognize the strategic importance of consent data, many still lack the infrastructure to operationalize it at scale.

Why It Matters: Privacy Teams Are Now Growth Partners

In the early days of privacy regulation, consent management lived solely in the realm of risk mitigation. Then marketing entered the picture—mostly to keep web performance intact while adding cookie banners. But now, as AI and personalization dominate digital priorities, the responsibility has shifted again.

Today’s privacy leaders are being asked to enable—not block—innovation.

“Privacy and security teams are often seen as barriers to AI because of regulatory friction,” said Ryan O’Leary, Research Director at IDC. “But companies with robust consent systems can flip that narrative—and actually drive responsible AI adoption.”

Personalized Growth, Powered by Permission

The findings reinforce broader industry trends. McKinsey reports that fast-growing companies generate 40% more revenue from personalization, while Forrester shows that strategies informed by consent and preferences reduce acquisition costs by 83% and boost conversions by 73%.

Transcend’s report adds fresh urgency: enterprises that fail to integrate consent into their digital infrastructure won’t just fall behind in compliance—they’ll miss out on performance.

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Premier League and Adobe Team Up to Transform Fan Experience With AI-Powered Creativity and Real-Time Personalization

At the Adobe Summit in London, two global powerhouses—Adobe and the Premier League—announced a multi-year partnership set to redefine how 1.8 billion fans worldwide connect with their favorite football clubs, players, and matchday moments.

The collaboration is more than just tech enablement—it's a strategic digital transformation fueled by AI, personalization, and creativity tools that give fans new ways to engage, express themselves, and stay plugged into the action, both on and off the pitch.

“This partnership with Adobe gives us the tools to better understand and deliver what our fans need and want digitally,” said Will Brass, Chief Commercial Officer at the Premier League.

Personalization Gets Tactical

At the heart of the deal is Adobe Experience Platform and its suite of AI-powered apps—including Adobe Journey Optimizer, Real-Time CDP, and Customer Journey Analytics. These tools will help the League transform every interaction into a personalized moment, from push notifications for matchday drama to tailored content suggestions based on fan preferences.

Expect push alerts for key transfers, location-aware in-app experiences, and smarter email campaigns highlighting your Fantasy Premier League captain’s latest heroics—all powered by Adobe’s Agent Orchestrator and Journey Agent.

Creativity Meets Fandom

For Fantasy Premier League managers and casual fans alike, the real standout is Adobe’s Express app and Firefly generative AI. Fans can now:

• Design custom team badges and kits

• Create highlight reels and short-form social clips using AI

• Edit images with tools like Insert/Remove Object

• Access exclusive Premier League templates for fast content creation

These tools will be natively integrated into the Premier League’s new website and app starting with the 2025/26 season, giving fans the ability to express their passion in real-time, no editing expertise required.

“Adobe AI is empowering passionate fans to shape how they experience and share the unrivaled drama of matchday,” said Rachel Thornton, CMO, Enterprise at Adobe.

For Marketers: Scale Meets Speed

Adobe’s GenStudio for Performance Marketing allows the Premier League to create on-brand content at scale. Marketers can spin up personalized campaigns faster, using AI to automate design elements, tailor messages, and track which creative assets drive the most engagement or conversion.

And with Customer Journey Analytics and the new Data Insights Agent, the League can pinpoint which content drives loyalty, clicks, and emotion—whether it’s a goal montage of your favorite player or a behind-the-scenes look at your club's training ground.

The Premier League isn’t just the world’s most-watched football competition—it’s a digital juggernaut, reaching 900 million homes in 189 countries. Fans no longer follow the League in the same way. Some want real-time stats. Others crave memes, highlight reels, or fantasy bragging rights. Adobe’s tech now makes it possible to deliver the right experience to the right fan—at the right moment.

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When you think of cutting-edge digital marketing, home care services may not be the first industry that comes to mind. But thanks to a savvy SEO partner and some well-timed AI integration, Assisting Hands Home Care franchises are riding a new growth wave—powered by search.

At the FEAR 2025 Conference (short for Franchise Education & Adventure Retreat), Proceed Innovative, a Chicago-based digital marketing agency, took center stage as both sponsor and strategic growth engine. Held at Cheyenne Mountain Resort in Colorado Springs, the event brought together franchisees, vendors, and partners from across the country for learning, collaboration, and just enough mountain air to keep things fresh.

But the most eye-popping takeaway? Proceed Innovative’s SEO and digital marketing strategies accounted for more than 55% of new business for Assisting Hands franchises last month—driven almost entirely through organic online search.

SEO Isn’t Just for E-Commerce Anymore

Since 2017, Proceed Innovative has worked closely with a wide range of Assisting Hands franchisees, helping them improve visibility and conversion through search-optimized websites, local SEO strategies, and lead-gen campaigns. At this year’s conference, managing partner Patrick Panayotov led a standout panel on the growing role of artificial intelligence in digital marketing, diving into how AI is not just an add-on, but an operational asset.

“AI allows us to analyze patterns in search behavior, tailor content at scale, and optimize campaigns in real time,” Panayotov explained during his session. “For franchises, it means faster growth with less manual effort.”

His talk offered more than just buzzwords—attendees left with actionable frameworks to evaluate and implement AI tools, from content generation to customer targeting.

What’s Behind the 55% Surge?

While many home care companies rely on traditional referrals, Proceed Innovative has steered its clients toward a digital-first approach, turning search engines into sustainable growth channels. Their formula blends technical SEO, on-page content optimization, conversion-focused web design, and PPC campaigns where appropriate.

That 55% figure didn’t appear out of thin air—it reflects what happens when data-backed strategy meets consistency. The agency’s approach has turned websites from digital brochures into lead engines, with measurable ROI.

Industry Implications: The Franchise Formula

Home care is one of the fastest-growing segments in the U.S. due to an aging population and increased demand for in-home services. But the market is also hyper-local and increasingly competitive. Visibility in local search isn’t just nice to have—it’s non-negotiable.

What makes Proceed Innovative’s model compelling is its scalability across franchises. The agency customizes strategies to each location while leveraging shared data insights across the network. For other franchise-based industries—think education, fitness, and home services—the Assisting Hands case study offers a playbook worth studying.

The Human Touch Meets Digital Precision

FEAR 2025 wasn’t all about algorithms and analytics. True to its name, the retreat also delivered scenic networking, food, entertainment, and moments of connection—a reminder that even the smartest marketing tech works best when paired with a little humanity.

Looking ahead, Proceed Innovative plans to deepen its partnership with Assisting Hands, continuing to push the envelope on how digital tools can support human-centered care.

In an industry rooted in empathy, Proceed Innovative proves that precision SEO and AI-powered marketing can be just as impactful as a firm handshake or caring voice. As franchises look to scale without sacrificing local touch, digital visibility may just be the most valuable service of all.

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In the age of AI, it's not data that businesses lack—it's access to it. CapStorm wants to fix that, and its new product may just redefine how enterprise teams interact with Salesforce data.

Today, the secure Salesforce data management provider launched CapStorm:AI, a self-hosted, AI-powered tool that allows users to "talk to their data" using natural language. No SQL. No dashboards to build. No endless BI tickets.

Instead, business users can simply ask a question—“What were last quarter’s top-performing leads by region?”—and get a real-time dashboard in response. Think ChatGPT for your Salesforce and SQL data, but fully self-hosted, secure, and enterprise-ready.

The Problem with BI as Usual

CapStorm’s pitch hits a familiar pain point for fast-moving companies: too much time lost waiting on data teams. Traditional BI tools often require specialized setup, coding skills, or steep learning curves. Business users are left in the queue, while data engineers are bogged down writing SQL for the fiftieth dashboard request.

CapStorm:AI flips that equation.

“The future of enterprise data lies in making complex insights effortlessly accessible,” said Ted Pappas, CEO of CapStorm. “With CapStorm:AI, AI isn’t just helping—it’s transforming how business users access insights, make decisions, and drive growth.”

What Makes CapStorm:AI Different?

At its core, CapStorm:AI combines two things:

• CapStorm’s near real-time Salesforce replication tech, already trusted by enterprises with sensitive data.

• A powerful natural language interface that understands how data connects across systems.

The result is a secure analytics layer that works across Salesforce, SQL databases (SQL Server, PostgreSQL), Snowflake, and Amazon Redshift—all without exposing data to external clouds or compromising compliance.

Key features include:

• Natural Language Dashboards: Type a business question, get instant visual insights—no coding required.

• Cross-System Understanding: Connects Salesforce, CRMs, ERPs, and data warehouses seamlessly, with no need for custom joins.

• Near Real-Time Accuracy: Built on CapStorm’s replication engine for always-fresh data.

• Flexible Deployment: Fully self-hosted or securely managed in AWS—your choice, your compliance.

Aimed at the Data-Conscious Enterprise

Unlike other AI-powered analytics platforms that rely on third-party models and cloud processing, CapStorm:AI is designed for industries where data control isn’t optional. That includes financial services, healthcare, government, and regulated enterprises, where compliance and auditability are non-negotiable.

By staying within the company’s firewall—or a dedicated AWS instance managed by CapStorm—CapStorm:AI avoids the privacy, latency, and governance risks that come with cloud-dependent tools like Tableau GPT or Salesforce Einstein.

AI-Powered Insights, Enterprise-Grade Security

CapStorm:AI doesn’t just streamline how business teams interact with data—it represents a larger shift toward zero-friction analytics that respect enterprise-grade security and autonomy.

This also puts CapStorm in competition with legacy BI vendors like Tableau, Power BI, and even Salesforce’s own built-in tools, many of which require steep licensing costs and complex integrations.

But CapStorm is betting on simplicity and control. If it delivers on both, CapStorm:AI could become the go-to analytics layer for enterprises that want the benefits of AI—without the baggage.

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LinkedIn content creators just got a major boost.

Global social media management platform Metricool today rolled out LinkedIn Analytics for personal profiles, tapping into the newly released Member Post Analytics API from LinkedIn. This marks a big step toward democratizing data for professionals, freelancers, and solopreneurs looking to turn their personal presence into measurable brand equity.

Until now, tracking post performance on personal LinkedIn profiles required either guesswork or scattered insights. With this integration, Metricool users can now access in-depth analytics—impressions, video views, engagement metrics, follower trends—all within a single dashboard.

Personal Branding, Meet Real Data

LinkedIn has seen record-breaking engagement over the past year, fueled by the rise of creator-style content, industry storytelling, and a shift toward authentic thought leadership. The platform is no longer just for résumés—it’s where B2B influence is built.

Yet, while company pages have had access to analytics for years, individual professionals have been mostly left out of the data loop.

“This launch reflects our commitment to empowering professionals and creators to grow smarter and faster,” said Juan Pablo Tejela, CEO and co-founder of Metricool. “Now, anyone can make data-driven decisions about their LinkedIn strategy—without spreadsheets or guesswork.”

What You Can Track

Starting today, Metricool users can access LinkedIn personal profile analytics via their existing dashboard. Key features include:

• Follower Trends: View follower count growth over time, segmented by custom date ranges.

• Post Performance: Drill down into impressions, reach, reactions, comments, and reposts for each post.

• Video Metrics: Track total watch time, views, and unique viewers—essential for video-heavy strategies.

• Content Strategy Optimization: Aggregate content metrics to understand what formats and topics perform best.

This data helps users identify high-performing posts, experiment with timing, test new content formats, and optimize for engagement and reach—all within their existing social media workflow.

Not Just for Creators—Agencies Win Too

While the integration is a big win for individual users, social media managers and agencies handling multiple client profiles stand to gain even more. Previously, managing multiple LinkedIn personal accounts meant relying on screenshots and manual exports. With Metricool's unified dashboard, agencies can now offer professional-level reporting for personal profiles, not just company pages.

The integration also dovetails with LinkedIn’s broader push into creator support, including new post formats, video tools, and engagement features. Sam Corrao Clanon, LinkedIn’s Director of Product, noted the importance of the move: “Our new APIs give members direct access to insights that help them grow their networks, reach, and influence.”

The Bigger Picture: Social Analytics Is Getting Personal

This update signals a broader shift in the social media management landscape: as professional creators blur the line between personal and brand voice, analytics tools must evolve to keep up.

Platforms like Metricool, Buffer, and Hootsuite have traditionally focused on brand accounts. But in 2024 and beyond, the individual is the brand, and platforms that enable those individuals to scale—data in hand—will lead the next wave.

To help users get started, Metricool is hosting a free live webinar on July 8 via its YouTube channel. The session will showcase the new LinkedIn analytics features, demo workflows, and offer best practices for leveraging personal insights for growth.

Creators, consultants, and social media managers now have real LinkedIn performance data at their fingertips—finally. Whether you're building your voice, landing clients, or running multi-profile campaigns, Metricool’s integration turns guesswork into growth.

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Privy just made a bold move to become a one-stop retention powerhouse for ecommerce.

The ecommerce marketing automation platform announced today that it has acquired Emotive, a pioneer in conversational SMS marketing, in a deal aimed squarely at giving mid-market brands the kind of personalized, cost-effective tools they’ve been missing.

The combined platform will let merchants run email campaigns, SMS automations, onsite popups, and even 1:1 real-time conversations from a single dashboard—no bloated tech stack or piecemeal integrations required.

“There’s no shortage of marketing tools—what’s missing is a true partner,” said Alex Persson, CEO of Privy. “Brands today crave human expertise and personalized strategies. This acquisition gives them the power to scale without added cost or complexity.”

The Mid-Market Gap

For years, midsize ecommerce brands have been caught in the middle—too large for basic tools like Mailchimp, but too small to justify the cost and complexity of enterprise suites like Klaviyo or Salesforce Marketing Cloud.

Privy and Emotive’s union is a direct response to this underserved market, promising smarter customer retention at a price point that doesn’t require a Series A round to afford.

The new platform will support over 10,000 ecommerce brands, combining Emotive’s strengths in conversational SMS with Privy’s expertise in email automation and conversion-focused tools.

Key Features Now Under One Roof

Here’s what the new, unified platform brings to the table:

• Combined email and SMS automation flows, streamlining engagement across channels

• 1:1 customer conversations via SMS and email, bringing real dialogue to customer journeys

• High-converting popups and list growth tools, optimized for ecommerce

• Dedicated strategists for every brand, with hands-on support (not just chatbots)

• Transparent, low pricing, with no email sending caps or locked-in contracts

This isn’t just a tech upgrade—it’s a shift toward more human, high-touch marketing at scale.

“Privy has become indispensable to our strategy,” said Fancy Bands, an ecommerce brand using the platform. “It’s supercharged our conversions and lead capture—without the complexity.”

Building a Retention Engine, Not Just a MarTech Stack

Privy has long focused on solving the retention puzzle for growing ecommerce brands. With Emotive’s conversational capabilities, the platform now enables brands to deliver personalized, real-time messages at every stage of the funnel.

That’s especially timely in 2025, as customer acquisition costs continue to rise, and retention-driven strategies become critical for profitability. And in an age where zero-party data and meaningful interactions are more valuable than ever, Emotive’s 1:1 SMS expertise could be Privy’s secret weapon.

What’s Coming Next

Looking ahead, Privy is planning a slate of new features this summer and fall, including:

• Advanced marketing automation tools

• More robust zero-party data collection

• Expanded third-party integrations for broader ecosystem compatibility

The goal? Smarter, more connected marketing across every customer touchpoint.

With Emotive in its corner, Privy is no longer just an email and popup tool—it’s positioning itself as the all-in-one marketing brain for ecommerce brands that want to scale without complexity. For the thousands of merchants squeezed between DIY tools and overbuilt enterprise platforms, that might be exactly what they’ve been waiting for.

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