Annalena B.

The best way to keep a pulse on a B2B business is to hit the road and spend extended periods of time with customers and GTM teams in the field. For three weeks in July, I got to do exactly that - starting with customer visits in EMEA, hosting more customers and partners at the iconic Formula 1 Grand Prix in Silverstone and sprinting back to Chicago for our annual Revenue Kick-Off (RKO). My take-aways: - Atlassian's System of Work is landing. Every customer pain point I heard around collaboration, visibility, and speed is something we’re actively solving—through our apps, AI agents, and collections. - Customers are eager to apply AI across the entire software development lifecycle, not just while coding. The beta of Rovo Dev CLI and Rovo Dev Agents is already gaining traction very quickly. - Knowledge discovery is a major drag on team velocity. The problem isn’t having too many knowledge sources—it’s connecting them in a relevant, seamless way. Rovo Search and Rovo Chat are built to fix this. - Large enterprises need better portfolio and workforce visibility. Leaders want clarity on alignment of work and people against priorities. Atlassian’s Strategy Collection is in the market to close that gap fast. - Spending time with our Sales & Success teams at RKO was the best. The event was buzzing with energy, ambition, and focus under the leadership of Brian Duffy

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Don’t reinvent the wheel 🛞 Excited to share the latest episode of Meta Performance Talks, a series where we chat with inspiring marketing leaders about strategy, performance and industry trends. In this episode I sat down with Ruth Stubbs, Wavemaker CEO EMEA.  Here are some key takeaways: ✅ Don’t reinvent the wheel - focus on proven tactics that already work. ✅ Use AI to scale smarter - leverage automation and insights to make every dollar work harder. ✅ Growth might feel uncomfortable - but with the right tools, it’s entirely possible, even on a tight budget. #marketingstrategy #performancemarketing #digitalgrowth #AI

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Today at DMEXCO - Digital Marketing Expo & Conference, we announced a major milestone: PayPal Offsite Ads is expanding to Germany and the UK. This represents more than geographic growth - it's about bringing our unique approach to European brands and merchants who are navigating an increasingly complex advertising landscape. With Offsite Ads, brands can reach highly relevant audiences across the open web, powered by real purchase data from PayPal's transaction graph. What makes this different is that we enable: Actual cross-merchant consumer purchasing insights, not just clicks or impressions A privacy-first infrastructure built for today's consumer expectations, and Closed-loop measurement that reflects true business outcomes. This launch brings us closer to our vision of a more commerce-driven advertising ecosystem, where personalization, trust, and measurable impact work together. The conversation with Digiday’s James Cooper reinforced something we see every day: the era of the empowered shopper demands advertising solutions built on real commerce data. Excited to see how European brands use these capabilities, read more about PayPal Offsite Ads for Germany and the UK here:

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What are the biggest challenges in building go-to-market strategies for the DACH market? What advice would you give marketers aiming for leadership and high-performing teams? How do you keep customer-first marketing central in B2B SaaS across diverse regions? In my latest interview with iTech Series, I share insights from my B2B SaaS marketing journey, from uniting brand and demand, navigating the DACH market, to fostering leadership and customer-centric strategies. ➡️ Read the full interview here: https://lnkd.in/dKg5KHfD #workato #GTMLibrary #B2BMarketing Saurabh Khadilkar

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Retail Media’s Top Challenges according to BCG, Deloitte, Skai, IAB and others.🤯   So many surveys, each highlighting different challenges shaped by who’s asking and whose interests are at play. 🤔 I compiled a meta-analysis of what brands and retailers are really struggling with across reports from Boston Consulting Group (BCG) (Lauren Wiener, Leora Kelman, Khaled Tawfik, Henry Leon, Daniel Gospodinov), Deloitte, Skai (Nich Weinheimer, Gil Sadeh, Michelle Urwin, Cyndi Loza), IAB Europe (Collin Colburn, Lauren Wakefield), Association of National Advertisers (Bill Duggan), and dentsu (Alexandra Kirby, Sujata Dwibedy, Courtney Baldetti (Russell) .   One of my key tasks at Pentaleap is listening, and behind closed doors retailers are telling me what really keeps them up at night. One point stands out above the rest: The Trade Trap. 🪤 Retailers must find a way to acquire media budgets, not just trade.   And there are only two ways to do that: 1️⃣ Limit the pain of advertising inside a walled garden with limited scale → offer a true full-funnel approach (see what our partner Vantage delivers and have a chat with Drew Cashmore). 2️⃣ Access budgets already flowing to big ad tech platforms → use Pentaleap to connect Search & Programmatic and start tiering down those walls.   Retailers need to do both.   👉 How do you see RMNs breaking out of the Trade Trap?

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For so many Small & Medium Businesses, breaking down those data barriers is key to growth. That's why learning how businesses like Lepape, 𝗮 𝗹𝗲𝗮𝗱𝗲𝗿 𝗶𝗻 𝘀𝗽𝗼𝗿𝘁𝘀 𝗲𝗾𝘂𝗶𝗽𝗺𝗲𝗻𝘁, are tackling this problem and transforming their customer engagement across Europe is truly inspirational.  I've been following their journey closely and it's clear they've made huge strides. Lepape faced the common challenge of disparate customer data across their many channels and products.  𝗧𝗼 𝗴𝗮𝗶𝗻 𝗮 𝗳𝘂𝗹𝗹, 𝟯𝟲𝟬-𝗱𝗲𝗴𝗿𝗲𝗲 𝘃𝗶𝗲𝘄, 𝘁𝗵𝗲𝘆 𝘂𝗻𝗶𝗳𝗶𝗲𝗱 𝗲𝘃𝗲𝗿𝘆𝘁𝗵𝗶𝗻𝗴 𝘄𝗶𝘁𝗵 𝗦𝗮𝗹𝗲𝘀𝗳𝗼𝗿𝗰𝗲 𝗗𝗮𝘁𝗮 𝗖𝗹𝗼𝘂𝗱.  This move dramatically boosted their team's efficiency, making it easier to spot new opportunities and connect more deeply with customers.  They even saw a 5% rise in email open rates thanks to AI-driven personalisation in Marketing Cloud, and their customer service became much more agile through automation. Their experience highlights 𝗵𝗼𝘄 𝗶𝗻𝘁𝗲𝗴𝗿𝗮𝘁𝗲𝗱, 𝗶𝗻𝘁𝗲𝗹𝗹𝗶𝗴𝗲𝗻𝘁 𝘁𝗼𝗼𝗹𝘀 𝗰𝗮𝗻 𝘀𝗶𝗺𝗽𝗹𝗶𝗳𝘆 𝗼𝗽𝗲𝗿𝗮𝘁𝗶𝗼𝗻𝘀, 𝗵𝗲𝗹𝗽 𝗳𝗶𝗻𝗱 𝗮𝗻𝗱 𝗿𝗲𝘁𝗮𝗶𝗻 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀, 𝗮𝗻𝗱 𝗯𝘂𝗶𝗹𝗱 𝗹𝗮𝘀𝘁𝗶𝗻𝗴 𝘁𝗿𝘂𝘀𝘁 𝘄𝗶𝘁𝗵𝗼𝘂𝘁 𝗰𝗼𝗺𝗽𝗹𝗲𝘅 𝗜𝗧 𝗵𝗲𝗮𝗱𝗮𝗰𝗵𝗲𝘀.  If you're looking to scale efficiently and deepen customer relationships, their story offers a powerful example of what's possible. Struggling with data silos and curious how you could do the same? Talk to us! #SMBSuccess #CustomerExperience #Salesforce #BusinessGrowth #SalesforceSMB Rui Azevedo Costa Andrew Quinn Kelly Goyette ☁ Susan O'Hanlon Camille Schiavi Conor Gleeson Karim Souidi

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Like all great storytelling, #B2B narrative is not a straight path that runs from problem ➡️ solution ➡️ ROI.    As customer segments become complex and layered, #B2Bmarketers are humanising their brands. The stories that win in B2B today are rooted in the companys' values and fueled by emotions that move people to action. Whether you’re a small business or a large enterprise, the key lies in marrying strategic consistency with the power of community and relevance.    Remember: customers aren’t investing in your product, they are investing in you – not just as a problem solver, but as a long-term partner. How do you make them stick? By making them believe in you.    Listen in as I discuss with Abhishek GP and Shibani Gharat on the second episode of LinkedIn’s series Decoding B2B: Marketing that Means Business, with @Storyboard18.    Watch the full episode here: https://lnkd.in/gbhnkyXS   Read more here: https://lnkd.in/gde3G7Hj   #B2BMarketing #B2B #Storytelling #SmallBusiness #SMBs

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I continue to reflect on the truly exceptional conversation at the #ForbesCMO summit, always expertly curated and hosted by Seth Matlins. Insightful summaries have already been generously offered here by wonderful members of the community like Tesa Aragones, Soyoung Kang, Lindsey Slaby, Michelle Wong, and Pranav Yadav. But of the many worthy topics raised, I am still thinking about the almost existential debate around creativity in a world of AI disruption. To that end, I wanted to offer a few additional thoughts as we continue to contemplate the what matters most to the future of #marketing: *Avoid false dichotomies. Instead of thinking about creativity vs. AI, we benefit from thinking about how creativity and AI work together to drive the craft to be better and generate stronger business outcomes. In general, choices are not binary on many fronts. As we design the future, it must be specific to the situation. *Creativity is not monolithic. Different content types and workflows lend themselves differentially to the opportunity around AI disruption. The best place to scale AI success is by leaning into content types and creative workflows that can and should be easier and/or better in a world of AI. There are other parts of the creative equation which (for now) are not as well served at scale by AI (even if we can already see impressive glimpses of the future). *Context matters for the "creatives" conversation. The creative empowerment and democratization AI offers has totally different meaning in the context of individual creative consumers, creators/influencers, marketers of smaller enterprises, and professional creatives stewarding the world's largest brands. Curious to hear more? I recently joined Patricia Sabga with her AI co-host GENE for an episode of #ImagineThis... to talk about how AI is changing the role of the #CMO. You can find the #podcast which was released today on Apple, Spotify or YouTube here: https://lnkd.in/eVdb9bBy

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We've long known that optimized PDP content drives more sales, but now we know it improves #retailmedia ROI, too. In partnership with Skai and Pacvue, we analyzed the relationship between media effectiveness as measured by ROAS and content quality for products in campaigns, as measured by Profitero+'s #digitalshelf analytics. The study spanned 4,000 products across 567 campaigns in 12 categories across Amazon.com, Amazon.co.uk and Walmart.com We learned: 1️⃣ Optimized content = higher returns Retail media campaigns paired with fully optimized product detail pages (titles, descriptions, imagery, A+ content) deliver +29% higher ROAS compared to non-optimized pages 2️⃣ Image quality matter a lot Products with strong visual scores as measured by Vizit see 45% stronger retail media performance, and each 1-point increase in image quality drives an extra $0.12 in revenue per $1 spent 3️⃣ Ratings & reviews drive conversion Products with 40–499 reviews earn +15% higher ROAS, and those with 500+ reviews add another +6% lift. Big thanks to Todd Hassenfelt for inspiring this research. Our best ideas always come from our customers. To download the research findings, see the link in the comments below 👇 Emily Baynard Tyler Rosten Barbara Grabiwoda Lindsey Simcik Agata Coleman

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