The Savvy Edge - May 22, 2025
Smart Marketing Moves for Navigating What’s Next
It’s a strange time to be a B2B marketer. The pace of change is fast, but not everything that’s new is useful. And not everything useful is easy to keep up with. My goal with this newsletter is to surface what’s worth your time, share what I’m learning, and offer a few practical takeaways along the way.
This week, I’m looking at AI for B2B marketers, the rise of B2B influencers (yes, really), and a third topic that’s been coming up more and more: email deliverability.
AI for B2B Marketers
It can be hard to make time to keep up with AI and how to best use it in your day to day. Many trainings seem focused on crafting ChatGPT prompts and are of varying helpfulness.
The Marketing AI Institute is hosting a virtual summit for B2B marketers on June 5. From branding to data, the sessions span a variety of topics, and there’s even a live Q&A to close out the day.
I’m making some time to attend. How about you?
B2B Influencers?
When you think “influencers” you either have no idea what that is or you may picture 20-somethings raving about skincare or clothes on Instagram. But in reality, more than half of B2B marketers have influencer budgets, too.
It’s not really a new concept. Case studies, referral programs, spokespersons, and the like have been around for a long time. The “influencer” moniker takes that a step further. A lot of the activity occurs on social media and while the relationship is often disclosed with a “#ad” tag.
The keys to success are authenticity and whether or not your influencer has influence over the market you’re trying to reach and… influence.
Making Sure Your Emails Land
You can spend hours crafting subject lines that compel the recipient to open your email, and copy that converts to clicks, but if they never receive the email, it’s wasted time.
Deliverability isn’t the most glamorous topic, but it can make or break your campaigns. From authentication protocols like SPF and DKIM to engagement signals that affect placement, getting emails into inboxes is both art and science.
This article from Cloudflare breaks it down in plain language and offers some steps you can take today to improve your results.
Let me know what you think of these topics. I would love to curate this newsletter based on what’s valuable to you!
— Laura