Celina Souffrant, MBA

✔️Clients don’t want your flashy AI tools. They want data that backs your performance. In the latest episode of Between the Briefs, we explore how this translates into the world of legal amidst an industry-wide tech revolution. Tune in as Ashley Gibbs, Senior Director of Product Value, Engineers and Solution Sales Executives at Litera joins Adrian Cea and Joe Stephens for a candid conversation on why data quality makes or breaks AI success and is critical to drive positive change in tech adoption. Spotify: https://bit.ly/4gCOQ02 Apple: https://apple.co/47WBTfn YouTube: https://lnkd.in/gHjcNV8W #thestenostory #technologyinlaw #betweenthebriefs

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C’mon. This is the kind of mistake marketers SHOULD NOT be making. Leaking abuse victim data to LinkedIn because someone wanted better targeting? It's SO avoidable. But here we are. Covered California installed over 60 trackers on their healthcare enrollment site. And some of those tags handed over DEEPLY personal health data: - Pregnancy status - Prescription usage - Domestic abuse history No governance. No data team. No basic controls. Just a marketing team trying to move fast and a compliance disaster waiting to happen. I've seen this exact pattern inside so many orgs: Marketing wants performance data → Data team gets looped in after → Everyone hopes nothing breaks Except this time, it did. Covered California wanted targeting. Well, they got a lawsuit instead. If they had RudderStack, that data wouldn’t have left the browser. It’s not magic. It’s just what happens when your tracking setup includes built-in guardrails and your data team has basic oversight. It’s how you move fast without shipping a privacy crisis. They didn’t have it. So the data left. And now they get to explain that... in court.

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🔥 Generative search visibility is a HOT topic in #industrialmarketing circles right now, as more engineers and technical buyers turn to LLMs first to seek products and solutions. On this week's #contentmarketingengineered, SEO expert Jason Khoo from Zupo shares his advice for improving #aivisibility, including: 🔸 Traditional SEO best practice cross-over with AEO/GEO 🔸 AI visibility metrics and technology platforms 🔸 Generative search visibility "hacks" you can implement immediately 🔸 How to get started Watch/listen to the full episode on YouTube or your favorite podcast platform.

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Ever seen 30%+ of your conversions come from view-through? That’s your cue to pause and ask: Are we scaling, or just recycling engagement? If a large chunk of conversions are view-based (especially beyond 30%), chances are you’re hitting too many existing or overly engaged users. Real growth? That comes from new audiences and click-based attribution. It's not just about ROAS. It's about incremental impact. #PerformanceMarketing #FacebookAds #MediaBuying #DigitalMarketing

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Here's a stat from Givsly's recent research report that struck me: Over 88% of U.S. consumers purchase from brands that align with their values. If you're wondering how your brand, company, or product can grow this year, this is how! Dedicate your brand to a cause that resonates with your audience. Double down. Donate, give back, partner, amplify the cause. At Change, we see companies do this all the time – and it really works.

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#5 We invest in onboarding sellers, documenting messaging, and providing the tools and templates they need to succeed. But content teams? (marketing teams?) They’re often left to piece things together. Docs in six different folders. Templates that are outdated. Brand voice training that lives on a shared drive or a Teams meeting recording from two months ago. That’s where the ✨Content Enablement Lead✨ comes in. They aren't writing the content. They aren't managing the calendar. They aren't the Templater (but have overlapping roles and responsibilities) They’re building the systems that help everyone else do both better. What the Content Enablement lead focuses on: 🧰 Toolkits: prompt libraries, brief templates, content playbooks 🎓 Training: onboarding guides, AI best practices, brand voice refreshers ♻️ Reuse systems: modular content libraries, remix workflows 📣 Internal comms: what exists, what’s working, how to use it They sit at the intersection of ops, strategy, and team experience. And what happens when you have a Content Enablement lead in place? Everything gets faster, more consistent, and easier to scale. Is anyone playing this role on your team today? If not - what’s the first thing you’d hand off to a content enablement lead? #ContentOps #ContentLeadership #TeamEnablement #PromptPlaybooks #MarketingAI #ModernContentTeam #ContentStrategy

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If your site search is slow, inaccurate, or buried on the page, you are leaving serious revenue on the table. Customers are literally telling you what they want, so why make it harder to buy? We break down why site search is your most overlooked revenue engine, what shoppers actually expect, and the CRO fixes that turn your search bar into a top-performing sales tool. Read the full feature here: https://lnkd.in/g4HMCjKb

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