Investment Managers Click Big | AI Moves from Experimental to Essential | Campaign ROI Insights

Good morning, ! This week we’re diving into what really drives clicks in B2B marketing—from billion-dollar sports deals that capture investor attention, to the rise of AI as a must-have tool for targeting, personalization, and budgeting. We also explore how hybrid brand-and-performance strategies are shaping campaigns, why regional ad spend trends are forcing smarter budget allocation, and how data-driven approaches—from SERP climbs to intent-based targeting—are boosting engagement and contract value.

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AUDIENCE DATA DIVE

Big Bets, Star Power, and Billion-Dollar Plays: What Gets Investors Clicking

Sports investment headlines that tie massive capital flows to high-profile assets are crushing it—driving 60–78%+ open rates when featuring landmark deals, marquee teams, or athlete-led ventures. Think $10B Lakers sale, Nike’s $200M bet on Alcaraz, or Mayweather’s $63M empire—specific, high-scale, and instantly recognizable. Even Sports Tech & Media can outperform when linked to tangible ROI, but broad “innovation updates” barely hit 30%. The pattern is clear: investors click for big numbers, visible assets, and actionable investment stories—not buzzwords.

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AD INTEL

AI Investment in Marketing Set to Triple by 2028

Marketers are leaning harder into artificial intelligence to optimize campaigns—and the shift is accelerating. In 2022, just 8.6% of companies reported using AI or machine learning to automate marketing efforts. By 2025, that figure nearly doubles to 17.2%, according to recent survey data.

But the bigger story is what’s ahead: usage is projected to climb to 44.2% in three years, representing 157% growth. That means nearly half of B2B marketers will soon rely on AI for targeting, personalization, and budget allocation.

For ad buyers, this signals two things: (1) AI-enabled media tools will increasingly dictate efficiency benchmarks, and (2) those slow to adopt risk falling behind in cost-per-lead performance. Whether applied to programmatic bidding, LinkedIn targeting, or creative testing, AI is no longer experimental—it’s fast becoming table stakes in the B2B playbook. (More)

THE FUNNEL REPORT

Balancing Brand and Performance in B2B Marketing

B2B marketers continue to navigate the delicate balance between brand-building initiatives and performance-driven campaigns. According to recent survey data, a plurality of respondents (25%) allocate their efforts with a 40% focus on branding and 60% on performance marketing, signaling a strong emphasis on measurable outcomes. Meanwhile, 22% favor a 60/40 split, slightly prioritizing brand, and 18% adopt an even 50/50 approach, reflecting a balanced strategy that equally values awareness and conversion. Smaller segments lean more heavily toward either extreme, with 13% allocating 75% to branding and 18% favoring 25% branding / 75% performance. Notably, purely brand-focused or purely performance-driven approaches remain rare, highlighting that B2B marketers recognize the need for integrated strategies that connect top-of-funnel visibility with bottom-of-funnel conversion. These insights underscore the ongoing trend: successful B2B campaigns require a nuanced mix of both brand and performance efforts. (More)

BUDGET SHIFTS

Ad Spend Growth Slows in 2025—APAC Leads the Pack

According to Dentsu’s latest forecast, global ad spend growth is decelerating in 2025, with sharp regional contrasts. APAC is projected to grow 6%, maintaining relative strength, while EMEA drops to 4.5% and the Americas fall to just 4.2%. This comes after a robust 2024, where all regions posted growth above 6%, led by the Americas at 7.3%.

The slowdown reflects economic pressures, cautious corporate spending, and shifts in media mix. For B2B marketers, the message is clear: regional strategy matters more than ever. Brands investing in APAC may still find tailwinds, while those in EMEA and the Americas should plan for more competitive, efficiency-driven budgets.

BUYER’S ROOM

AI is stronger with guardrails

Marketers are eager to harness AI’s promise, but the data is clear: 86% say human intervention is essential to making AI effective. Even in the most advanced use cases—whether that’s predicting customer behavior, personalizing content, or ideating new campaigns—marketers overwhelmingly believe that AI cannot run alone.

The chart highlights this reality. For personalization at scale, only 19% trust AI to act autonomously, compared to 41% who require human oversight. The same gap exists in content generation (22% AI autonomous, 38% human involvement) and insights/recommendations (18% AI, 37% human). The message: while technology can accelerate decision-making and surface hidden patterns, human context is non-negotiable for brand voice, business alignment, and course correction.

For buyers, this marks a crucial inflection point. AI is now a must-have to compete—but organizations recognize that success stems from a hybrid approach. Machines handle the heavy lift, but it’s the marketer’s expertise—the ability to interpret, guide, and infuse purpose into every action—that ensures AI drives results, not just activity. In today’s landscape, the best marketers aren’t ceding judgment to algorithms. They’re building guardrails, ensuring AI-powered strategies never lose sight of what matters: context, brand integrity, and measurable impact. (More)

CREATIVE THAT CONVERTS

The Power of Climbing the SERP

Search visibility still packs a punch: moving from #2 to #1 on Google can boost click-through rates (CTR) by 74.5%. Even smaller jumps—like from #6 to #5 (+29.3%) or #5 to #4 (+32.6%)—deliver meaningful gains. While the lift diminishes further down the page, the trend is clear: every step up matters.

For B2B marketers, this data underscores the importance of SEO and content optimization as part of creative strategy. Securing higher rankings doesn’t just increase impressions—it directly translates into more clicks, leads, and pipeline. The takeaway? Invest in the creative, technical, and strategic elements that push your brand closer to the top. (More)

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