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WARC and Intuit Mailchimp research finds mid-market marketers are turning to AI to gain a competitive edge as strong​ ​winds to growth prevail

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WARC
  • 98% of mid-market marketers believe AI will improve marketing effectiveness
  • Lack of in-house AI expertise is a leading concern for mid-market marketers
  • WARC & Mailchimp introduce a new playbook on leveraging AI to do more with less
  • More than 1,200 mid-marketers surveyed in the US, UK, Canada, Australia and New Zealand

New WARC x Intuit Mailchimp research presented by LIONS Advisory: The Marketing Equalizer – Leveraging AI for Mid-Market Growth

November 5, 2025 – A new study by WARC and Intuit Mailchimp presented by LIONS Advisory reveals marketing teams in mid-market companies are in transition in how they are leveraging AI as an “equalizer” that enables them to amplify their impact and give them a competitive edge.

Often overlooked, these organizations with 10-499 employees, are vital to the business ecosystem. After weathering five years of unprecedented challenges — from pandemic disruptions to soaring costs and fragmented marketing channels — with the help of AI, they are adapting marketing strategies and team structures to overcome budget pressures, channel usage and martech priorities.

Lexi Wolf, Head of Advisory, WARC, says: “The Marketing Equalizer explores the state of marketing in the mid-market, the need for more effective marketing plans, and how technology can help these organizations compete on new terms. This report serves as both a mirror and a roadmap: a reflection of where the mid-market stands today, and a practical guide to how AI and martech can help close the distance between ambition and advantage.”

Jillian Ryan, Senior Manager, Content Marketing Strategy, Intuit Mailchimp, says: “We’re at a pivotal moment. Our research for this report, conducted with WARC, shows that mid-market marketers are acutely aware of one major gap in their arsenal: AI literacy and capability. But they see AI as the equalizer and a powerful tool that must serve a solid strategy. This report outlines a clear, four-step roadmap for AI adoption. It breaks down the process from diagnosing the biggest pain points to strategically implementing AI so that it drives effectiveness, not just efficiency.”

This paper is based on a survey conducted by WARC on behalf of Mailchimp in January-February 2025. A total of 1,205 respondents from mid-market companies took part from the US (304), UK (301), Canada (300), Australia (150) and New Zealand (150), and represented a mix of B2C (54%) and B2B (46%). In parallel, more than 20 in-depth interviews with marketing leaders and subject matter experts were also conducted.

Key takeaways outlined in The Marketing Equalizer are:

Mid-marketers​​’​​ marketing plans need to shift toward long-term growth:
According to the survey, mid-market marketing investment is strong but spread thin. Spend is concentrated in just a handful of channels, often skewed toward short-term digital tactics, while owned media like email and SMS remain underutilized growth engines.

Where mid-market marketers have to do more with less, martech and AI can level the playing field:
Mid-market marketing organizations have smaller teams, and less specialists. This is where AI and martech platforms can help with the heavy lifting, alleviating time and cost pressures. They also provide a route by which mid-sized companies can level up to larger, better-resourced organizations and outpace their competitors. According to the survey, the number of martech platforms a marketing team uses, and how heavily they rely on AI, is also strongly correlated with their competitive performance against other firms.

Mid-market marketers are optimistic about AI’s potential, but it’s an area they are least likely to have specialists in:
98% of survey respondents believe AI will improve marketing metrics. But most mid-market marketing teams are only at the beginning of their AI journey: AI is the area where mid-market marketers report they lack in-house expertise, it’s also their area of greatest concern regarding capabilities.

AI can be the mid-marketer’s competitive edge:
Marketing teams that commit to AI adoption as a structured journey can turn efficiency gains into sustained growth. Those that delay risk ceding ground to faster-moving competitors.

Introducing the mid-market’s marketing playbook: What’s working now

Relative to their overall operating budget, mid-market companies spend heavily on marketing. B2B organizations are particularly committed. However, channel diversification is low. The majority of companies (87%) used eight channels or fewer, with the median figure being 4.85 across both paid and owned.
​​Paid media usage skews heavily toward digital, with search and social dominating. Mid-market marketers may be focusing too much on the short​​-​​term. Investment should also be directed to creating future demand.

Owned media plays a critical role in building brand momentum. Email is used across every stage of the funnel and delivers high levels of ROI. SMS is seen as strongly complementary, and adoption is growing.

Martech and AI: The powerhouse duo transforming marketing

Investing in martech platforms and AI improve mid-market marketers’ competitive standing. Yet the number of martech platforms used varies and the adoption of AI is broad, but not often deep.

Keeping the fundamentals of marketing growth in mind is paramount when starting to incorporate AI. Mid-market marketers should focus on using AI to improve marketing effectiveness, not just efficiency and should approach AI as a structured journey. Those that start with well-defined initiatives will be better positioned to capitalize on AI’s benefits.

Mapping AI solutions to the top marketing obstacles will enable companies to determine where to implement “AI done for you” or “AI done with you” solutions. Martech partners can support and enable AI experimentation, helping mid-market companies to learn the right lessons.

AI experiments and integrations will be more likely to achieve positive results by determining the areas of application and aligning them to the expected benefits. An important entry point for embedding AI is to help tighten the connections between paid and owned channels and the CRM systems that inform both. Together, these form a growth loop, where one component feeds the other.

The report is available to read in full here. Tune into a WARC podcast with Mailchimp on November 6 for a deep-dive into the research findings.

 

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Forget Energy Transition, Produce Oil Like Nothing Before

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African Energy Chamber

The future requires more oil and gas production – not less

BUENOS AIRES, Argentina, June 9, 2026/APO Group/ –The world does not have an energy problem. It has an energy supply problem. As demand rises, populations grow, and billions of people continue to live without reliable access to electricity and clean cooking technologies, the case for producing more energy has never been stronger. From Africa to Latin America, governments and operators are responding with renewed investments in exploration, production and infrastructure, signaling a shift away from energy subtraction and toward energy addition.

Speaking during the ARPEL Conference 2026 in Buenos Aires, Argentina, NJ Ayuk, Executive Chairman of the African Energy Chamber (AEC) – the voice of the African energy sector – delivered a direct message to policymakers, investors and industry leaders: “Forget transition. Let’s talk about addition. Let’s give people what they need.”

The numbers support the argument. Energy poverty remains one of the greatest barriers to economic development globally. In Africa alone, more than 600 million people remain without access to electricity, with nearly one billion people living without access to clean cooking technologies – the most disproportionately affected of which are women. Asking developing economies to produce less energy while these realities persist is fundamentally disconnected from the needs of billions of people.

“For far too long, we have been told to build less, produce less and pay more for energy,” Ayuk stated. “In Africa, we believe this is a moment for energy addition, not energy subtraction. Drill, baby, drill. It’s more important today than ever before.”

Africa offers the clearest justification for increasing oil and gas production. Despite holding more than 125 billion barrels of crude oil reserves and 620 trillion cubic feet of proven gas reserves, the continent relies heavily on imported petroleum products to sustain its economies. Inadequate investment flows across the energy value chain have impacted development and industrialization, leaving millions in the dark.

The global energy transition further compounds this challenge. Opposition by environmental groups, a shift toward aid rather than commercial business structures and diminishing investment for oil and gas projects have brought significant implications to the continent. While developed economies are pursuing a shift towards alternative energy sources, Africa needs its oil and gas – now more than ever before.

For far too long, we have been told to build less, produce less and pay more for energy

Efforts are being made across the continent to produce more oil and gas. Leading producers such as Nigeria and Angola strive to increase output, targeting brownfield development, accelerated exploration and enhanced recovery. Emerging producers such as Namibia are fast-approaching first oil, while discoveries made in Ivory Coast, investments made in the Republic of Congo, and new LNG builds in Mozambique and Tanzania are supporting greater production continent-wide.

“We must remain resolute. We must commit to an industry that builds more, produces more and never apologizes for oil. Many people in Africa are not ashamed of oil. We believe oil has a major role to play in our energy future,” Ayuk said.

Latin America offers a powerful demonstration of what sustained exploration and production can achieve. Brazil’s pre-salt developments remain among the most successful offshore projects in the world, delivering large volumes of low-cost production while attracting continued investment. Guyana continues to expand output at one of the fastest rates globally, while Argentina’s Vaca Muerta shale play is strengthening the country’s position as a major energy producer. Pan American Energy also recently announced plans to invest $680 million to revitalize Argentina’s Cerro Dragon field in the mature Golfo San Jorge basin, reflecting global interest in optimizing South American oil production.

The region’s success reflects a commitment to developing resources rather than restricting them. “Our friends in Latin America have been strong stewards for our industry,” Ayuk said, adding, “Be proud of your energy industry.”

That message extends far beyond Latin America. As governments reassess energy policy, supply security and economic growth priorities, oil and gas continue to provide the foundation upon which modern economies are built. The choice facing both emerging and producing nations is increasingly clear: either create the conditions necessary for investment, exploration and development, or risk falling behind in a world that continues to demand more energy.

“We do not have anywhere to transition to. Where are we going to transition to? From the dark to the dark?” Ayuk asked. “We want to ensure that we have energy that drives development.”

For billions of people still seeking access to affordable, reliable energy, the priority is not producing less. It is producing more.

“Don’t ever apologize for producing energy that drives human flourishing,” Ayuk concluded. “Keep building, keep producing and don’t be scared to say, ‘drill, baby, drill’ whenever you have the chance.”

Distributed by APO Group on behalf of African Energy Chamber.

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Heirs Energies’ US$750 Million Financing Named Best Oil & Gas Deal of the Year

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Heirs Energies Limited

The award was presented on 3 June 2026, in London, and recognises one of the largest financings secured by an indigenous African energy company

LONDON, United Kingdom, June 9, 2026/APO Group/ –Heirs Energies Limited, Africa’s leading indigenous-owned integrated energy company, has been recognised on the global stage after its landmark US$750 million dual-tranche Senior Secured Reserve-Based Lending (RBL) facility was named Best Oil & Gas Deal of the Year at the EMEA Finance Project Finance Awards 2026.

 

The award was presented on 3 June 2026, in London, and recognises one of the largest financings secured by an indigenous African energy company. The transaction highlights the growing role of African capital in supporting strategic investments that advance energy security, economic development, and long-term value creation across the continent.

Executed with the African Export-Import Bank (Afreximbank), the US$750 million financing was structured to accelerate field development, optimise production, and support Heirs Energies’ long-term growth ambitions, while maintaining disciplined capital management.

Commenting on the recognition, Osa Igiehon, Chief Executive Officer of Heirs Energies, said: “This recognition reflects the confidence that African and international financial institutions continue to place in Heirs Energies, our strategy, and our long-term vision.

“The transaction demonstrates that indigenous African energy companies can successfully structure and execute world-class financing solutions that support investment, growth, and value creation. We are proud to receive this award and grateful to our financing partners, advisers, and stakeholders whose support made it possible.”

We are proud to receive this award and grateful to our financing partners, advisers, and stakeholders whose support made it possible

Mr. Haytham ElMaayergi, Executive Vice President, Global Trade Bank at Afreximbank, said: “We are truly honoured that the US$750 million dual-tranche Senior Secured Reserve-Based Lending facility for Heirs Energies has been recognised as Best Oil & Gas Deal of the Year by the EMEA Finance Project Finance Awards.

“This recognition underscores the importance of well-structured, Africa-focused financing in supporting indigenous energy companies with strong governance, high-quality assets and clear long-term growth plans. Afreximbank was proud to support this landmark transaction, which demonstrates how African financial institutions can help mobilise capital for strategic businesses that advance energy security, production capacity and sustainable value creation across the continent.

“We congratulate Heirs Energies and all the partners involved in the transaction and are pleased to see this important financing recognised on such a respected international platform.”

Samuel Nwanze, Executive Director and Chief Financial Officer of Heirs Energies, added: “This award validates the strength of the transaction and the confidence our financing partners placed in Heirs Energies.

“The facility was designed to support our long-term growth strategy, enabling continued investment in field development, production optimisation, and sustainable value creation. We are pleased to see the transaction recognised on such a respected global platform.”

The financing represented a major milestone in Heirs Energies’ evolution from acquisition-led financing to a capital structure aligned with the long-term development profile of its reserves. It further reinforced the Company’s position as a leading indigenous energy producer and demonstrated the ability of African institutions to finance transformational African businesses.

The EMEA Finance Project Finance Awards recognise outstanding transactions across Europe, the Middle East, and Africa, celebrating excellence, innovation, and impact in project and structured finance.

Distributed by APO Group on behalf of Afreximbank.

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What Human Resource (HR) Professionals Gain from Automation

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HR

Four examples of automation supporting HR staff

JOHANNESBURG, South Africa, June 9, 2026/APO Group/ –Human resource people are concerned. As automation becomes more featured in modern digital technologies, many HR staff are asking the same question: will automation replace me?

 

Their fears are not unfounded. According to surveys conducted by Gartner (https://apo-opa.co/4uo4fGQ), some companies are using AI as an excuse to reduce HR headcounts, and 79% of Chief HR Officers told AMS (https://apo-opa.co/4xj8Qg9) that they see notable concerns about job security among their teams.

 

Supporting human abilities

 

However, a report published last year by the International Labour Organisation (https://apo-opa.co/3SaBQGM) found that AI and automation are unlikely to replace HR staff. Instead, automation is producing significant productivity improvements for HR staff, says Mignon Wolmarans, HR Product Manager at Deel Local Payroll.

 

“HR jobs require people with complex problem-solving, creativity, and strong interpersonal skills. These are not abilities that a machine or software can replace. But HR people spend most of their time on manual tasks that actually reduce their ability to focus on priorities where their skills are needed the most.”

 

This observation comes from working with clients who adopt automation in their HR environments, she adds.

 

“We sometimes encounter reluctance when we bring up automation, and the resistance is usually around a comfort with manual processes or gaps in training and skills that reduce people’s confidence in technology. But when we work with them to overcome those concerns, they love what automation does and how it gives them more autonomy and focus.”

 

How automation supports HR

 

Modern HR platforms, cloud software, can automate many routine HR tasks, either as processes designed by HR teams or as ready-to-use native features. These latter features match frequent HR tasks that would otherwise require significant manual processing, input from multiple people, or both.

People are most reluctant to adopt automation because of skills gaps, which feeds into fears that the technology will replace them

 

Some examples include:

 

  • Leave management: Automate accruals based on length of service, salary grade, or a combination of the two. Automation applies forfeiture rules automatically, and if an employee’s tenure ends, leave encashment is calculated and processed in a single automated action.

 

  • Claims: Self-service custom forms and document attachments streamline overtime and travel claims. These are processed through established rules and approvals, pushed to the responsible managers or heads of departments. As soon as a claim is approved, it automatically updates payslip information.

 

  • E-onboarding: Instead of HR practitioners capturing new employee information manually, ‌newcomers use online forms to complete their basic profile and address information, and attach key documents, all of which are loaded onto their profile and only require approval from HR.

 

  • Performance management: Set up different performance review layouts, forms, and templates for various roles, objectives, and indicators. Participants can attach supporting documents, while reviewers, managers, and other staff can submit their contributions. All the performance data feeds into central dashboards for complete control and visibility of the company’s performance.

 

These automations reduce manual workloads and errors while extending features to other stakeholders in different departments. Crucially, they don’t replace HR staff and instead give them the capacity to focus on intricate and human-centric activities that require more than capturing data and compiling reports. As mentioned, HR teams can also create automated processes and customised forms.

 

Creating digital confidence

 

The best HR software vendors offer training and skills honing for customers. For example, Deel Local Payroll provides training staff and extensive learning resources for its customers, helping them take charge of automation.

 

“People are most reluctant to adopt automation because of skills gaps, which feeds into fears that the technology will replace them. That’s why we have a dedicated training department, one-to-one training, and e-learning courses that help fill those gaps,” says Wolmarans.

 

The fear that automation will replace HR people is overstated, even if some company leaders consider it an option. Software cannot compare to what skilled HR professionals do best. But those same professionals focus overwhelmingly on manual tasks, taking time better spent on more complex and strategic priorities.

 

Automation doesn’t replace HR professionals. When the right platform and vendor support them, it makes them better at their jobs.

Distributed by APO Group on behalf of Deel Local Payroll, powered by PaySpace.

 

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