https://robindeane.com/insights Practical perspectives on marketing, sales, AI, and business development from RD, a marketing consultancy. en Fri, 24 Jul 2026 00:00:00 GMT https://robindeane.com/insights/tournament-wrapup-content-glut https://robindeane.com/insights/tournament-wrapup-content-glut Within 48 hours of the final whistle, hundreds of near-identical marketing wrap-ups publish. Here's what separates the ones worth reading from the rest. AI & Marketing Fri, 24 Jul 2026 00:00:00 GMT https://robindeane.com/insights/winners-vs-underdogs-post-final-positioning https://robindeane.com/insights/winners-vs-underdogs-post-final-positioning The winning side has an easy story to tell. The side that fell short has a harder, more instructive one — here's how post-outcome positioning actually works. Business Development Thu, 23 Jul 2026 00:00:00 GMT https://robindeane.com/insights/sponsorship-roi-after-the-whistle https://robindeane.com/insights/sponsorship-roi-after-the-whistle The tournament has ended and the exposure has stopped, but the measurement isn't finished. Here's the post-event plan for proving what a sponsorship actually delivered. Strategy Wed, 22 Jul 2026 00:00:00 GMT https://robindeane.com/insights/post-tournament-attention-cliff https://robindeane.com/insights/post-tournament-attention-cliff Interest in a tournament final collapses within 72 hours, not weeks. Here's the real decay curve and how to plan post-event content and spend around it. Analytics & Growth Tue, 21 Jul 2026 00:00:00 GMT https://robindeane.com/insights/fractional-cmo-vs-in-house https://robindeane.com/insights/fractional-cmo-vs-in-house A fractional CMO makes sense when strategy, not execution, is your gap and you can't yet justify a full-time hire. Here's how to know which applies to you. Strategy Mon, 20 Jul 2026 00:00:00 GMT https://robindeane.com/insights/post-final-48-hour-window https://robindeane.com/insights/post-final-48-hour-window A final creates the highest-attention, fastest-decaying window a brand gets all year. Here's what separates brands that capitalise on it from ones still planning when it's over. Strategy Mon, 20 Jul 2026 00:00:00 GMT https://robindeane.com/insights/technical-seo-prerequisite-for-geo https://robindeane.com/insights/technical-seo-prerequisite-for-geo GEO doesn't replace technical SEO — it depends on it. Why most AI-citation failures are unresolved crawlability, speed, and schema problems in disguise. SEO & GEO Sun, 19 Jul 2026 00:00:00 GMT https://robindeane.com/insights/ai-slop-trust-collapse-content-strategy https://robindeane.com/insights/ai-slop-trust-collapse-content-strategy AI content volume has crashed average engagement and trust. Here's why publishing more is now negative-ROI, and what evidence-first content does instead. AI & Marketing Sat, 18 Jul 2026 00:00:00 GMT https://robindeane.com/insights/ai-marketing-org-chart-roles-replaced https://robindeane.com/insights/ai-marketing-org-chart-roles-replaced A clear-eyed breakdown of which marketing roles are shrinking, which are growing, and what skills matter most as AI absorbs execution work. AI & Marketing Fri, 17 Jul 2026 00:00:00 GMT https://robindeane.com/insights/abm-vs-ai-personalization-at-scale https://robindeane.com/insights/abm-vs-ai-personalization-at-scale AI can now personalise outreach at near-zero cost. Here's the tiered framework for deciding where true ABM still earns its cost and where it's just expensive spray-and-pray. Business Development Thu, 16 Jul 2026 00:00:00 GMT https://robindeane.com/insights/sales-marketing-sla-alignment https://robindeane.com/insights/sales-marketing-sla-alignment Most sales and marketing SLAs are volume-and-speed contracts that break within a quarter. Here's why they fail and what a working SLA actually requires. Sales Wed, 15 Jul 2026 00:00:00 GMT https://robindeane.com/insights/cold-call-script-conversation-intelligence https://robindeane.com/insights/cold-call-script-conversation-intelligence Conversation intelligence data from thousands of sales calls shows rigid scripts underperform adaptive, question-led conversation. Here's what actually correlates with closed-won. Sales Mon, 13 Jul 2026 00:00:00 GMT https://robindeane.com/insights/brand-voice-at-scale-ai-content https://robindeane.com/insights/brand-voice-at-scale-ai-content Generic AI prompting produces generic brand voice. Here's how to encode a distinctive voice as a checkable system AI can actually follow at scale. Content & Brand Sun, 12 Jul 2026 00:00:00 GMT https://robindeane.com/insights/attribution-marketing-mix-modelling-mid-market https://robindeane.com/insights/attribution-marketing-mix-modelling-mid-market Multi-touch attribution is broken — cookie loss and walled gardens saw to that. Here's how mid-market teams can run marketing mix modelling without an enterprise budget. Analytics & Growth Sat, 11 Jul 2026 00:00:00 GMT https://robindeane.com/insights/lifecycle-email-flows-that-drive-revenue https://robindeane.com/insights/lifecycle-email-flows-that-drive-revenue Most flow libraries run 40+ automations. Here's which lifecycle email flows reliably drive revenue, which are vanity builds, and how to audit yours. Email Marketing Fri, 10 Jul 2026 00:00:00 GMT https://robindeane.com/insights/email-deliverability-2026-spam-filters https://robindeane.com/insights/email-deliverability-2026-spam-filters Gmail, Yahoo, and Microsoft have tightened bulk-sender rules and AI spam filtering. Here's why well-run campaigns are failing and how to fix inbox placement. Email Marketing Wed, 08 Jul 2026 00:00:00 GMT https://robindeane.com/insights/sponsorship-roi-ai-measurement https://robindeane.com/insights/sponsorship-roi-ai-measurement Sponsorship has always been the marketing channel everyone buys and nobody can measure. AI-powered exposure tracking, attribution modelling, and incrementality testing are changing that — and the methods work far below World Cup budgets. Strategy Mon, 06 Jul 2026 00:00:00 GMT https://robindeane.com/insights/underdog-positioning-playbook https://robindeane.com/insights/underdog-positioning-playbook Every World Cup produces a team nobody rated that beats someone everybody feared. The way they do it is a complete education in challenger positioning — for brands and BD teams selling against bigger competitors. Business Development Sun, 05 Jul 2026 00:00:00 GMT https://robindeane.com/insights/world-cup-ai-sports-analytics-marketing https://robindeane.com/insights/world-cup-ai-sports-analytics-marketing Elite football teams run on expected goals, live tracking data, and AI-assisted decisions. The same operating principles are quietly becoming the standard for high-performing marketing teams. AI & Marketing Fri, 03 Jul 2026 00:00:00 GMT https://robindeane.com/insights/aeo-lessons-from-ai-search-world-cup https://robindeane.com/insights/aeo-lessons-from-ai-search-world-cup Millions of World Cup questions are being answered by AI assistants this month — and the same few sources keep getting cited. The selection logic behind those citations is the clearest available guide to Answer Engine Optimisation. AI & Marketing Wed, 01 Jul 2026 00:00:00 GMT https://robindeane.com/insights/world-cup-real-time-campaign-lessons https://robindeane.com/insights/world-cup-real-time-campaign-lessons The 2026 World Cup is the largest live-marketing laboratory ever staged. Here are the real-time campaign lessons growth marketers can apply long after the final whistle. Strategy Mon, 29 Jun 2026 00:00:00 GMT https://robindeane.com/insights/second-screen-audiences-marketing https://robindeane.com/insights/second-screen-audiences-marketing World Cup audiences watch the match on one screen and live on another. That split-attention behaviour is now how people consume everything — and most marketing still pretends it isn't happening. Strategy Thu, 25 Jun 2026 00:00:00 GMT https://robindeane.com/insights/world-cup-48-team-scaling-lessons https://robindeane.com/insights/world-cup-48-team-scaling-lessons The World Cup just grew by 50% — and the debate about whether bigger means worse maps directly onto every marketing team scaling content, channels, and AI output. Here's how to expand without diluting. Strategy Mon, 22 Jun 2026 00:00:00 GMT https://robindeane.com/insights/marketing-managers-guide-to-agentic-ai https://robindeane.com/insights/marketing-managers-guide-to-agentic-ai Agentic AI systems are changing how marketing teams plan, execute, and optimise campaigns. Here's what every marketing manager needs to know right now. AI & Marketing Wed, 20 May 2026 00:00:00 GMT https://robindeane.com/insights/ai-email-marketing-playbook https://robindeane.com/insights/ai-email-marketing-playbook Forget generic AI tips. This is the practical playbook for using AI in email marketing — from segmentation to copy to send-time optimisation — with what's genuinely moving the needle. Email Marketing Tue, 05 May 2026 00:00:00 GMT https://robindeane.com/insights/ai-business-development-automation https://robindeane.com/insights/ai-business-development-automation AI research agents can now identify prospects, enrich data, and surface buying signals before your BizDev team picks up the phone. Here's how to use them. Business Development Sat, 18 Apr 2026 00:00:00 GMT https://robindeane.com/insights/sales-enablement-ai-tools https://robindeane.com/insights/sales-enablement-ai-tools Every sales tech vendor claims AI. Here's a straight-talking guide to which AI sales enablement tools deliver real pipeline impact — and which don't. Sales Thu, 02 Apr 2026 00:00:00 GMT https://robindeane.com/insights/marketing-automation-roi-real-numbers https://robindeane.com/insights/marketing-automation-roi-real-numbers What does marketing automation actually return? Here's an honest look at ROI benchmarks across channels, what kills returns, and how to build the business case for automation investment. Strategy Sun, 15 Mar 2026 00:00:00 GMT