Kieran Flanagan, CMO of Zapier, shares the 10 current rules of marketing. He emphasizes the importance of picking the right channels for your products, as channels will never bend to fit with products. Today’s marketing channels favor individuals vs. brands. Creators likely will take 15-20% of what Series D and public companies spend on paid advertising today.

Zapier grew to 10 million users in 12 years. It leveraged programmatic SEO to create thousands of landing pages, enhancing organic traffic and search result visibility. The brand's freemium pricing model lowered the barrier to entry, attracting a broad user base that gradually converted to paid plans. Strategic partnerships expanded its reach by tapping into the user bases of other SaaS companies.

James de Feu, the Head of Paid Ads at Zapier, shares his insights on the evolving landscape of advertising, emphasizing the importance of influencer marketing, storytelling, and the integration of AI in ad strategies. He believes that the traditional golden age of paid advertising has passed, and he is embracing this shift by incorporating influencer marketing into his team's strategy. De Feu has allocated a significant portion of his hypothetical advertising budget to influencers, indicating a strong belief in their effectiveness in reaching target audiences, particularly in the B2B space. De Feu acknowledges that while paid ads will continue to play a crucial role, their effectiveness has diminished over time. He suggests that marketers should not abandon paid advertising entirely but rather diversify their strategies to include influencers who resonate with their customer base. This approach reflects a broader trend where influencer marketing is no longer limited to consumer products but is becoming increasingly relevant for B2B brands as well. Storytelling is another key element that de Feu highlights as essential for successful marketing. He points out that marketers often become too focused on optimizing individual ad experiences, losing sight of the power of narrative. By engaging customers through storytelling—sharing their pain points and solutions—marketers can create more meaningful connections. De Feu emphasizes that storytelling has always been a vital aspect of marketing and will continue to be a significant advantage. As the advertising landscape evolves, de Feu stresses the necessity of adapting to changes, particularly with the rise of AI. He advocates for continuous testing and learning to leverage AI for personalizing ads and targeting audiences effectively. This shift towards high-intent, targeted content marks a departure from generic advertising approaches, allowing brands to connect more authentically with their consumers. In summary, de Feu's perspective underscores a transformative moment in advertising, where influencer marketing, storytelling, and AI-driven strategies are becoming increasingly important for brands looking to engage their audiences effectively.