AI Took the Super Bowl Too, and for Claude, the Game Got Personal
AI ad wars hit the Super Bowl, with Claude calling out ChatGPT on live TV. That began a very public turf fight.
The Super Bowl is already done and dusted, but one of the players refuses to budge from the spotlight. It’s the fact that AI companies bought airtime to promote themselves- and throw shade at each other.
During the game, Anthropic dropped an ad featuring Claude directly calling out ChatGPT for “hallucinating facts” and “making stuff up.” That’s not subtle. That’s not coy. That’s open conflict on the biggest advertising stage in the world. And yes, people on Reddit noticed. Many found it funny. Many found it desperate.
First, this is AI stepping out of the technical lab and into the cultural pasture. It’s no longer about research papers or developer demos. It’s about brand identity and market positioning. These models are becoming consumer products, and their makers think they can win hearts, or at least eyeballs, with Super Bowl spots.
Second, the tone matters. Claude’s ad didn’t just advertise a product. It attacked a rival. That is unusual in tech- especially for AI. Startup marketing generally leans toward being polished or aspirational. But this was in-your-face, signaling that we’re moving from AI as wonder tech to AI as a competitive marketplace.
And third, it exposes just how muddled the message around these tools still is.
We don’t have universal definitions of what “accurate” means in gen AI. We don’t have standardized benchmarks for hallucinations or reliability. Yet here are two major players battling it out on national TV, betting that consumers care and will choose sides.
This was not just advertising. It was positioning- for dominance, not just awareness. And that tells you something about where this industry thinks it’s headed: branding wars, not just capability wars.
We can argue about whether the ads were smart or embarrassing. What matters is that AI is now a consumer spectacle, not a back-end curiosity. And once your product becomes theatre, the rules change fast.
Your SaaS content marketing playbook expired while you counted MQLs. Distribution beats creation. PLG kills thought leadership. Here’s what works now.
Nobody’s going to tell you this, so I will: the content marketing game shifted while you were still counting MQLs.
Walk into any SaaS marketing meeting right now. Same strategy they ran in 2022. Write blogs around keywords. Gate the white papers. Cross fingers for conversions. Then sit confused when organic traffic tanks 40% and lead quality goes to hell.
What happened? The market moved. AI flooded search with mediocre answers. Zero-click results killed traffic before it reached your site. Buyers stopped filling forms- because who wants another nurture sequence? And everyone’s publishing the same templated SEO blogs that ChatGPT spits out in thirty seconds.
But SaaS content marketing isn’t dead. It’s just evolving faster than most teams can keep up. The companies winning aren’t cranking out more posts. They’re publishing different content with a fundamentally different theory about what creates value — the same shift is happening across modern SaaS marketing strategies.
Still measuring wins by blog sessions and MQL counts? You’re optimizing the wrong things. Here’s what actually matters now.
1. Content Distribution Beats Creation (And It’s Not Even Close)
Most SaaS content teams spend ninety percent of their time creating. Ten percent is distributed.
Flip it.
Your best piece might never surface. That killer product comparison you spent two weeks on? Buried on page two. The demo walkthrough that nails your value prop? Sitting unwatched in a Notion folder.
You’re not competing for traffic anymore. You’re competing for fractured buyer attention across a dozen platforms they actually use.
Think about how your buyers consume information. LinkedIn threads. Podcasts on their commute. Newsletters between meetings. Reddit, when they should be working. Slack communities where peers hang out. Your content lives in search results. Your buyers live everywhere else— which is why strong SaaS inbound marketing now extends beyond just ranking on Google.
SaaS companies are cracking this treat every piece as raw material. One founder’s insight becomes a LinkedIn post. That post expands into a blog. The blog compresses into a sales deck. The deck morphs into onboarding content.
This isn’t repurposing for vanity metrics. It’s meeting buyers where their eyeballs actually land- not where you wish they’d land.
And here’s the unlock: founder reach crushes brand reach. B2B buyers trust people over companies. A founder’s hot take on LinkedIn with actual POV will outperform your polished, SEO-perfect blog every single time because it sounds human.
Creation isn’t the bottleneck. Distribution is. If your content plan doesn’t answer ‘where will buyers actually see this,’ you’re building in a vacuum-and no serious B2B SaaS growth marketing strategyignores distribution leverage.
2. Product-Led Content Kills Generic Thought Leadership
Generic thought leadership is dying a slow, boring death.
You know the posts. ‘Five Trends Reshaping SaaS.’ ‘The Future of Remote Work.’ ‘Why AI Changes Everything.’ Surfaces that could run on any blog, for any company, in any industry. Zero differentiation.
What’s taking over? Product-led content that demonstrates instead of describes— a principle deeply rooted in effective SaaS product marketing.
Your product isn’t the hero here. It’s the vehicle. Gusto’s payroll tax calculator doesn’t pitch payroll software. It solves a real problem and happens to show what the tool can do. Webflow’s design tutorials don’t sell web builders. They teach design, and the tool becomes obvious.
The shift: stop educating, start accelerating decisions.
Buyers aren’t hunting for more information. They’re already drowning in it. Their actual need? Clarity about which solution fits their situation. Product-led content does that by showing, not telling.
Case studies showing real workflows, not just vanity metrics. Product demos walking through actual use cases, not feature laundry lists. Comparison content that honestly addresses trade-offs rather than claiming superiority in everything.
Technical depth matters too. SaaS buyers in 2025 are sharp. Product managers. Engineers. CTOs. They smell surface-level fluff instantly. Don’t water it down. Give them code snippets. API docs. Real technical comparisons that respect their intelligence.
It builds trust faster than any ‘leading platform’ messaging ever will. Show how it works. Show where it breaks. Show the actual decision they’re making. That’s what moves deals.
3. Jobs-to-be-Done Works (When You Actually Use It)
Everyone talks about jobs-to-be-done. Almost nobody uses it correctly for content.
Common mistake: treating JTBD like fancy language for pain points. It’s not. Your customer isn’t hiring your product to solve pain. They’re hiring it to make progress in a specific context.
A Head of Accounting isn’t shopping for accounting software. They’re trying to close books faster without adding headcount. An engineering lead isn’t browsing monitoring tools.
Your content maps to those jobs. Not your features.
Which means SaaS content marketing requires actual customer research. Not surveys asking which features they prefer. Impactful conversations about what they’re trying to accomplish and what’s blocking them.
Sit in sales calls. Mine support tickets. Lurk in their Slack communities. Track the questions prospects ask before they ever hit your demo form. That’s where content gold lives.
Then build content addressing those jobs at different decision stages. Early: they’re realizing a problem exists. Middle: they’re comparing different approaches. Late: they’re choosing between specific solutions aligning closely with real B2B SaaS funnel conversion benchmarks.
Notion nails this.
It doesn’t sell project management software. Notion shows how to build systems for specific jobs. Creating a help center. Managing sprints. And onboarding remote teams. The software becomes the obvious vehicle for completing the job.
JTBD content converts better because it speaks to intent, not interest. Interest generates traffic. Intent generates customers- big difference.
4. Retention Content is Your Biggest Missed Opportunity
Everyone obsesses about top-of-funnel. Almost nobody thinks about retention content. Backwards.
Acquiring new customers costs five times as much as retaining the current ones. And churn rate impacts growth more than conversion rate. And content is your cheapest retention lever.
But retention content isn’t acquisition content.
Acquisition attracts. Retention enables. The goal isn’t clicks or form fills- it’s users actually succeeding with your product.
That means documentation that actually helps people. Not marketing copy disguised as docs. Real troubleshooting. Real workflow examples. Actual answers to ‘how do I actually do this thing I’m stuck on?’
Zendesk built an entire self-service library. Users solve problems without opening tickets. That’s retention content working. Reduces support load. Improves experience. Keeps customers from churning out of frustration.
Onboarding content matters most. New users who don’t hit activation churn fast. Micro-tutorials. Feature adoption guides. Use case libraries. It should be ungated, searchable, and mapped to friction points you already know exist.
Impactful retention content anticipates where users get stuck and solves it before they rage-quit. Run churn surveys. Ask why people left. That feedback becomes your retention content roadmap.
Most SaaS companies lose customers because users can’t figure out how to use the product effectively. Content fixes that. It won’t win you awards, but it keeps your revenue from hitting rock bottom.
SaaS content marketing in 2026 is about clarity on what creates value.
Distribute more than you create. Show instead of describing. Map to jobs instead of pain points. Enable retention instead of chasing new logos.
These aren’t tactics. They’re shifts in how content actually drives growth. Content isn’t a traffic generator anymore. It’s infrastructure for trust, decision-making, and value demonstration.
The SaaS companies winning with content stopped chasing MQLs. They optimize for customer LTV now. They treat content like product- build it, test it, iterate it, improve it based on what actually works.
If your strategy still looks like 2022, you’re already behind. The playbook changed; it’s time to catch up.
Amazon warns it will spend $200bn on AI and infrastructure. Markets freak out. Shares crater, leaving investors asking if vision is ahead of reality.
Amazon’s stock has been punched lower after the company laid out plans to spend $200 billion this year on infrastructure tied to artificial intelligence, chips, robotics, and more. Investors did not cheer. They sold first and asked questions later.
The share price dropped roughly 9–10%, wiping out hundreds of billions in market value in a matter of hours. This plunge rarely happens without a reason, and here the reason is straightforward. The scale of this investment is jaw-dropping- far above what analysts expected.
This company has just posted high revenue and solid growth in its cloud business. So this isn’t a tale of weak fundamentals suddenly unraveling. It’s a bet- a huge one.
But markets aren’t sure that such a massive bet will pay off. Put bluntly, dumping $200 billion into future infrastructure puts enormous pressure on near-term cash flow and expectations for returns. Investors are tired of big promises without clear payoff timelines.
There is also context here.
Big Tech collectively is committing hundreds of billions to AI infrastructure this year, and Amazon’s number sits right at the scary end of that continuum. When peers like Microsoft and Alphabet make similar calls, markets take notice but only up to a point. The threshold of tolerance is shrinking.
What makes this tumble notable is not that Amazon is spending. It’s that the market thinks the spending might be too much, too soon. Heavy capex is one thing. Heavy capex with uncertain return windows is another.
And at this scale, uncertainty weighs even more. It’s not an investment; this is an endurance test. Investors are now questioning the wait to see meaningful returns.
Amazon’s CEO, Andy Jassy, insists it’s strategic and necessary. But that doesn’t pay the bills in this economy, and right now, the market is signalling that patience has limits.
In 2026, Dubai’s content market is a graveyard of AI slop. Stop hiring a content marketing agency in Dubai for social posts; hire architects who ramp up your revenue engine.
Partnering with a content marketing agency isn’t about purchasing content or even campaigns. You’re hiring an architect to buy bricks.
What are you truly vying for when you hire a content marketing agency?
What you really must look for is your brand’s extension that’s well-versed at influencing intent and behavior in your market. Every agency operates on assumptions about what makes people buy, trust, and remember. Most won’t tell you what those assumptions are. And some don’t even know.
Dubai’s content marketing scene runs on a predictable script.
Agencies promise ‘data-powered strategies’ while running the same playbook they leveraged three years ago. They talk of ROI while measuring things that don’t connect to revenue. They pitch ‘thought leadership’ that sounds like every other piece of corporate jargon.
The problem isn’t execution.
Most agencies can write decent copy and post on schedule. The actual problem is strategic clarity. What’s the actual hypothesis? What are we testing? What would make us pivot?
Here’s what’s different about the seven content marketing agencies in Dubai below: they know what they’re selling. Not in the marketing pitch sense, but in the “we have a clear methodology of how this works” sense.
Each of them operates with distinct assumptions about markets, audiences, and what moves the needle.
Ciente – Content Marketing Agency in Dubai
Ciente operates on a specific thesis: content isn’t distribution but manufacturing.
Most agencies treat content like a broadcast- create something good, push it out, and hope the right people see it; basically, the spray-and-pray tactic. But Ciente treats content like a production line. Raw inputs- market research, buyer signals, and competitive intelligence. Tangible outputs- qualified pipeline.
That’s why their positioning centers on demand gen, not content marketing. While the content is infrastructure, the product is in demand.
The underlying model:
B2B buyers don’t convert through content. They convert from accumulated exposure across multiple touchpoints, each engineered to align with a specific hypothesis about their readiness to buy.
And their client base reflects this. From tech companies and SaaS platforms to B2B organizations where buying cycles are measured in quarters, and the deal size justifies structural nurture.
Ciente caters to APAC, EMEA, NAM, and LATAM- that says one thing about them. Their model is process-driven; it is enough to scale across regions without losing fidelity.
Reviews often mention lead quality, pipeline metrics, and revenue attribution. Not reach. Not engagement. The measurements tell you what they’re truly optimizing for. Reach out to top content marketing agency in dubai now.
YouYaa- Context as Competitive Advantage
YouYaa’s operating thesis: in fragmented markets, local fluency compounds over time.
It could serve any vertical. But the marketing agency chose finance, fintech, crypto, and web3, twenty years in. The bet? Deep vertical knowledge in complex, regulated categories creates more value over horizontal scale.
The underlying model:
Financial services marketing in Dubai isn’t a translation problem but a contextualization one. Same product, different psychological triggers depending on whether you’re targeting Emirati nationals, Western expats, South Asian professionals, or Arab expatriates.
Different trust signals. Different decision-making frameworks. Different channels. These are the nitty-gritty on which YouYaa’s model operates.
YouYaa claims 70% reduction in CAC and 300% increase in lead quality for UAE fintech clients. Those numbers suggest they’ve built pattern-matching that generalist agencies can’t access. They know which imagery works for finance products specific to Dubai- How to message crypto without triggering regulatory flags. Or when to lead with security as opposed to opportunity.
And YouYaa’s VARA compliance for crypto marketing? That’s not a service offering. That’s institutional knowledge that most agencies need months to build.
Praxis Advertising- Institutional Memory as Strategy
Twenty-five years in the industry doesn’t just mean they’re old. It means they know the game, and they’ve seen your playbook fail before. Praxis evolved from traditional advertising into integrated marketing.
That path gives them something newer agencies lack: memory of what stopped working and why.
The underlying model:
Brand equity compounds, whereas campaigns are temporary. The agencies that survive multiple technology cycles understand this difference. One of them is Praxis.
Praxis’s portfolio, i.e., Pirelli, Cadillac, GEMS Education, and Huawei, represents brands where both consistency and innovation are given precedence. And their tagline- “mind to heart to cart”- maps back to the traditional marketing funnel. But their execution is nowhere lacking- it illustrates sophistication.
The content marketing agency is adept at leveraging AI-driven tools for trend analysis while maintaining creatives that feel genuinely human.
For Praxis, expansion across the GCC isn’t opportunistic. It’s strategic. They’re building something that lasts longer than the current media cycle.
Digital Gravity- Format Fluency at Scale
Digital Gravity’s thesis: content formats across B2B is proliferating faster than most agencies can adapt internally.
Most B2B companies could survive even with blog posts and white papers three years ago. Now they need short-form video for LinkedIn, long-form for YouTube, podcast content, interactive tools, and six other formats that engage their audience across all possible channels. Digital Gravity realizes this demand and acts on it- in collaboration with its partners.
The underlying model:
Content strategy is increasingly about format arbitrage- finding where your audience is underserved in their preferred format. Digital Gravity has built this infrastructure to produce across formats without quality drop-off.
The 500+ clients and 20+ specialists signify they’ve solved the coordination problem most agencies continue to struggle with. Video production with cinematic quality. SEO writing. Platform-specific optimization. That range is hard to maintain. Most agencies either specialize in a narrow field or spread themselves too thin. Digital Gravity seems to have cracked the middle path: broad capability with consistent execution.
Digital Gravity’s 360-degree approach means only one pipe chokes when things go wrong. That matters more as campaigns become more complex because you know where the ruptures are.
Eleven777 Advertising- Conceptual Rigor First
Most agencies start with tactics; Eleven777 begins with positioning. Founded in 2007 to bridge ‘deep thinking with creative expression that works hard for brands.’ That’s not marketing copy. It’s a statement of priorities.
The underlying model:
Content marketing without strategic positioning is just content. It might perform in the short term, but it doesn’t build anything durable. Eleven777 understands this- their portfolio is your definitive proof.
Their customers aren’t brands that need more content. They need content that reinforces a specific market position. That requires starting several steps back- understanding competitive dynamics, category conventions, where differentiation actually exists versus where it’s just claimed.
‘Highly specialized, powerfully differentiated’ isn’t just positioning language for Eleven777. It’s their methodology.
Red Berries- Technology Adoption as Differentiation
Red Berries operates on a simple premise: content and tech strategies are converging in this tech-first environment.
Five years ago, content marketing and web development were separate conversations. Now they’re having the same conversation- how content renders, how it’s personalized, how it connects to your tech stack- that determines performance as much as the writing.
And Red Berries recognizes this shift.
The underlying model:
Most content agencies treat technology as a constraint. Red Berries treats it as a variable they can optimize. They market to Dubai and the UAE markets, which means they’re building for mobile-first, multilingual, high-expectation audiences.
They are adept at SEO-friendly content- not just keyword placement but also technical SEO. But their expertise doesn’t end there. They understand that platform-specific optimization means knowing how algorithms actually work, not just following best practices.
The edge here is in integration. Content that works technically performs better, but most agencies don’t have the technical depth to optimize both simultaneously. Red Berries is here to transform this.
What You’re Actually Choosing
Notice what’s missing from this analysis: rankings.
There’s no ‘best’ content marketing agency in Dubai because the question doesn’t make sense. Best at what? For whom? Under what constraints?
Ciente optimizes for systematic demand generation. YouYaa for cultural fluency in financial services. Praxis for institutional consistency. Digital Gravity for format breadth. Eleven777 for conceptual rigor. And Red Berries for technical integration.
These are different theories about what creates value. Some might be wrong for your business, while some are perfect. And that’s the point.
When you’re evaluating agencies, you’re not really assessing credentials or case studies. You’re evaluating their mental model of how marketing works. Do they think brand builds over time, or do they think performance compounds faster? Do they believe in category creation or category leadership? Do they optimize for reach or resonance?
Most content marketing agencies won’t articulate this clearly because they haven’t thought it through. They’re executing playbooks without examining the assumptions underneath.
The agencies worth partnering with can explain their model. Not their process- their model. What do they believe about markets? What evidence would change their mind? What are they optimizing for?
Ask those questions in your next agency pitch. The answers- or lack thereof- will tell you everything.
Remember, Dubai’s market moves fast. Tactics that worked last quarter might be irrelevant next quarter. Algorithms change. Platforms evolve. Audience preferences shift. But what remains static is the underlying logic of how you create value.
That’s what you’re buying when you hire a content marketing agency in Dubai. Not content but logic.
SaaS Marketing: When Did We Start Performing Instead of Converting?
SaaS marketing is noise. And its because of outdated playbooks and ideas. New or old, it doesn’t matter. The future will belong to those who make impact.
Your metrics look great. Dashboard’s green. Activity’s up.
But the pipeline? Still empty. This gap shows up clearly when you look beyond surface metrics and into real funnel performance.
Here’s what nobody says out loud- SaaS marketing has become theater. And not the good kind. It’s busywork with a strategy veneer. Teams moving fast because movement looks like progress, and standing still looks like failure.
“But we’re different,” you’ll say.
Are you? Because if your biggest win last quarter was volume- more content, more touches, more campaigns- you’re doing it too.
What Performative Marketing Actually Is
Content calendar’s packed- can anyone remember what you published last month? Probably not. You’re filling slots, not serving readers.
MQL numbers climbing- but sales says the leads are trash because most lead generations for SaaS optimizes for volume, not intent. You optimized for dashboard green, not actual qualification.
Email sequences running- six touches, automated, perfectly timed. Nobody reads them. They smell the robot from the inbox. But open rates look fine, so success?
This is the trap. Marketing becomes about looking productive. Not being effective. You perform for stakeholders while buyers ignore you.
How This Happened
Marketing used to mean understanding your market. Deep understanding. Speak-their-language understanding. Position-that-makes-competitors-irrelevant understanding.
Then tools showed up.
Marketing automation promised efficiency. Delivered it, too- efficiently producing mediocre garbage at scale. Send 10,000 emails without thinking if anyone wants them? Done. Generate content faster than anyone can read it? Easy. Track everything, understand nothing.
Everyone got addicted to data next. More dashboards. More metrics. Proof you’re working, not proof anything worked. Teams started optimizing for what’s trackable instead of what matters.
Then pressure. SaaS lives on growth targets. Quarterly numbers. Month-over-month improvements. Marketing responds the only way it knows- more. More content. More campaigns. More everything. That’s what happens when teams chase top SaaS growth strategies without questioning whether they actually fit.
Result? Teams drowning in their own output.
The Signs You’re Doing It
Volume as strategy. Publishing ten posts weekly because the calendar demands it. Not because you have ten things worth saying.
Metrics replacing meaning. Celebrating MQL targets while sales converts zero. Tracking opens and clicks, ignoring whether anyone cares.
Copying everyone’s saas marketing playbook. Same frameworks. Same templates. Same positioning that sounds exactly like competitors. Original thinking’s risky. Performative marketing minimizes visible risk.
Speed over strategy. Moving fast not because you know where you’re going- stakeholders need to see motion. “Doing something” beats “doing the right thing.”
This isn’t marketing. It’s marketing cosplay.
Why SaaS Marketing is failing
SaaS isn’t special because the marketers are worse. The structure makes this inevitable.
B2B SaaS deals are messy. Multiple stakeholders. Long cycles. Enterprise deals taking months. Attribution’s a joke. Can’t prove what’s working? Default to proving you’re working.
Competition’s brutal. 47 solutions for every problem. Similar features. Similar pricing. Similar positioning. Should push toward differentiation- instead pushes toward safety. Everyone does ABM, you do ABM. Everyone writes thought leadership, you write thought leadership. Everyone’s the same.
Growth expectations are insane. 50% this year. 100% next year. Pressure lands on marketing. Responds the only way possible- more of everything. More campaigns. More content. More noise nobody asked for.
Tools make it easy. Too easy. Spin up email campaigns in an afternoon. Generate blog posts in minutes. Automate entire sequences without thinking. Friction’s gone from creation. Still there for thinking.
We’re drowning in our own output.
What This Costs
Performative marketing isn’t just ineffective. It’s destructive.
Kills trust first. Buyers aren’t stupid. They smell quota-driven content. Sense committee-approved generic messaging. Tune out because they’ve seen this show. It wasn’t good the first time.
Destroys differentiation. Following the same playbook as everyone means your “unique value proposition” sounds like theirs. Brand becomes background noise.
Grinds down teams. Nobody joined marketing to be a content factory. They wanted to build brands. Tell stories. Move markets. Performative marketing turns them into cogs optimizing for output. Good people leave.
Doesn’t work. This is the big one. Performative marketing generates impressive activity reports. Zero revenue. You look busy. Business stagnates. Pipeline stays empty. Deals don’t close. Brand doesn’t matter.
Running in place. Everyone sees it.
What Impact Marketing Is
The alternative starts with one question: what needs to be true for this to move the business?
Not “what can we produce?” Not “what metric can we hit?”
What actually matters?
Changes everything.
Impact marketing’s selective. Says no to most things. Yes to things that count. Doesn’t chase trends. Doesn’t produce content for content’s sake. Picks battles.
Impact marketing’s patient. Positioning compounds. Brand builds slowly. Optimizing for this quarter at next year’s expense is losing.
Impact marketing has a point of view. Takes a stand. Alienates some people. Doesn’t hide behind safe messaging that offends no one, persuades no one.
Impact marketing thinks in systems. Systems break when teams ignore B2B SaaS customer segmentation and talk to everyone the same way. Maps how buyers decide. Finds moments that matter. Builds programs that influence those moments. Doesn’t spray messages into the void.
Impact marketing measures what counts. Pipeline quality. Revenue influenced. Customer retention. Not MQLs. Not open rates. Not vanity metrics making dashboards look good while business struggles.
Harder. Requires judgment, not execution. Requires saying no to stakeholders wanting more activity. Requires trusting depth beats breadth- even when depth looks like less.
Only kind that works.
How do you craft better SaaS marketing campaigns?
Escaping performative marketing?
Stop first. Seriously. Stop the content hamster wheel. Stop spray-and-pray campaigns. Stop optimizing for meaningless metrics. Create space for thinking. Rebuild around outcomes. Define success for the business- not marketing’s activity dashboard. Pipeline generated? Market position? Revenue influenced? Work backward from there.
Get comfortable with less. One great piece beats ten mediocre ones. One focused campaign beats five scattered ones. Deep, not wide.
Invest in judgment. Most valuable skill right now isn’t execution speed. It’s seeing what matters. Recognizing patterns. Making calls about what’s worth doing. AI can’t replace this. Speak business language. Stop reporting marketing metrics. Start reporting business outcomes. Especially when SaaS marketing budgets are under pressure and scrutiny. Show how work connects to revenue and growth. Impact beats activity.
Rebuild with sales. Partners, not enemies fighting over lead quality. Your MQLs are trash? Stop sending trash. Quality beats quantity.
Be willing to look less busy. Hard part. Impact marketing often looks like less happens, especially short-term. Stakeholders ask why you’re not doing more. Be ready to defend choices.
The Real Question
SaaS marketing doesn’t have to be performative. Breaking out requires courage.
Courage to stop doing what everyone does.
Courage to prioritize impact over looking productive.
Courage to tell stakeholders activity isn’t progress.
Courage to build for long-term in a world obsessed with this quarter.
Teams making this shift won’t look busy. Dashboards won’t impress. Activity reports won’t wow anyone. But pipelines will fill. Deals will close. Brands will matter.
They stopped performing marketing. Started doing it. In a world where everyone competes for the same buyers with similar products, that difference is everything.
So- are you marketing for impact, or marketing for show? Your pipeline will tell.
Asus, Dell, HP Turn to Chinese Memory Chips Amid Dire Supply Crunch
The market is tackling the memory chip supply crunch in two ways: diversifying supply chains or raising product prices. In the same muddy waters are HP and Dell.
The market leaders in memory chipmakers, from Micron to Samsung, are busy catering to the AI giants. And Google, Amazon, and NVIDIA are their priority at the moment. The goal, of course, is profit- or the promise of one.
But what’s concerning is how it has been affecting the rest of the market.
Amid the surge in demand for memory chips, a significant portion is going to AI companies. It has created a sinkhole- a global supply crunch. The supply-demand chain of memory chips is currently unstable. What is the price of these limited quantities of memory chips? Hiked by 60%, which is triggering price surges in PCs and smartphones.
Ultimately, it’s the shipping that will decline. Because customers will move on from some leading manufacturers to local market alternatives that are cheaper. Especially if they fail to secure the required ingredients.
The rest of the market is also grappling with the loss, or at least trying to.
The leading PC makers, Dell, ASUS, and HP, are already in the process of qualifying alternatives. And at the top of their choice is a Chinese memory chipmaker- ChangXin Memory Technologies (CXMT). It’s merely a shortlist for now, especially for the non-US markets.
These organizations will wait on their hands until mid-2026s to observe whether the constraints on DRAM will slacken. But after that? CXMT seems like the last resort.
But there are speculations: if HP is already qualifying CXMT’s chips, then it has made up its mind.
As memory chip leaders prioritize AI frontrunners and hyperscalers, the consumer electronics industry will keep on suffering. Limited supply and high costs? Mid and low-level manufacturers might have to compromise on the design and structure of their products.
