Connect with us
Anglostratits

Business

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

Published

4 months ago

on

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.

 

Home  Facebook

 

Related Topics:
Continue Reading
Advertisement

Energy

High-Level Minister Roundup to Headline African Energy Week 2026

Published

10 hours ago

on

March 20, 2026

By

African Energy Chamber

African Energy Week 2026 will convene ministers from Algeria, Ghana, Senegal, Zambia and Niger to spotlight oil, gas expansion, reforms and investment opportunities continentwide

CAPE TOWN, South Africa, March 13, 2026/APO Group/ –A high-level ministerial roundup will take center stage at this year’s African Energy Week (AEW) 2026 – taking place in Cape Town from 12–16 October –, convening some of the continent’s most influential energy leaders at a defining moment for Africa’s oil, gas and power sectors. As hydrocarbon expansion converges with accelerating energy transition strategies, the gathering is set to spotlight real-time project execution, regulatory reform and cross-border infrastructure that are actively reshaping Africa’s energy future.

 

Confirmed ministers to date include Algeria’s Minister of Energy and Renewable Energies Mourad Adjal, Ghana’s Minister for Energy and Green Transition Dr. John Abdulai Jinapor, Senegal’s Minister of Energy, Petroleum and Mines Birame Soulèye Diop, Zambia’s Minister of Energy Makozo Chikote and Niger’s Minster of Petroleum Hamadou Tinni.

 

Fresh from a March OPEC+ decision to lift output to 977,000 barrels of oil per day (bpd), Algeria enters AEW 2026 amid a $60 billion sector transformation. The country is also advancing a 500-well exploration drive and accelerating its 1.48 GW “Project of the Century” solar rollout. Gas exports to Europe remains central to the country, supported by hydrogen corridor planning and refinery expansion aimed at boosting capacity to 50 million tons by 2029.

 

Following license extension for Jubilee and TEN to 2040 and the late-2025 restart of the Tema Oil Refinery, Ghana is pushing a $3.5 billion upstream reinvestment plan while settling $500 million in gas arrears. A 1,200 MW state thermal plant and expanded gas processing at Atuabo anchor its gas-to-power shift, alongside a renewed upstream push in the Voltaian Basin.

The participation of these distinguished ministers underscores the scale of opportunity unfolding across Africa’s energy landscape and the urgency of aligning policy with capital

 

Senegal’s delegation comes on the back of strong production momentum, with the Sangomar oil field delivering 36.1 million barrels in 2025, outperforming forecasts, while the Greater Tortue Ahmeyim LNG development ramped up to 2.9 million tons per annum following first gas. Dakar is now prioritizing domestic gas through refinery upgrades at the SAR refinery and preparations for Sangomar Phase 2 to push output beyond 100,000 bpd.

 

Zambia is redefining its power mix after drought-induced hydro shortfalls. New solar capacity – including the 200 MW Chisamba expansion and 136 MW Itimpi Phase 2 – is part of a broader 2,500 MW diversification drive. Cabinet has approved major regional fuel pipelines, while the Energy Single Licensing System fast-tracks approvals. Lusaka targets 10 GW generation by 2030, with solar and wind rising to one-third of supply.

Niger’s presence reflects its emergence as a serious oil exporter, with the fully operational 1,950-km Niger-Benin pipeline now moving up to 90,000 bpd to international markets. Alongside uranium expansion and renewed cooperation with Algeria on upstream assets, Niamey is advancing digital oversight reforms and reinforcing energy sovereignty amid evolving geopolitical dynamics.

 

“The participation of these distinguished ministers underscores the scale of opportunity unfolding across Africa’s energy landscape and the urgency of aligning policy with capital,” says NJ Ayuk, Executive Chairman, African Energy Chamber. “Their leadership reflects a continent moving decisively from strategy to execution, creating a platform where investors can engage directly with the policymakers shaping Africa’s next wave of oil, gas and energy growth.”

 

At AEW 2026, this ministerial cohort will be well-positioned to offer investors direct insight into Africa’s most dynamic energy markets – where new barrels, new pipelines and new megawatts are reshaping regional growth trajectories in real time.

Distributed by APO Group on behalf of African Energy Chamber.

Continue Reading

Business

Enlit Africa 2026 Programme: 280+ speakers, African nuclear 2.0, Bruce Whitfield Business Breakfast

Published

10 hours ago

on

March 20, 2026

By

Enlit Africa

The event, taking place 19-21 May 2026 at the Cape Town International Convention Centre, expects 7,200+ attendees and 250+ exhibitors, making it Africa’s largest gathering of energy and water professionals

CAPE TOWN, South Africa, March 12, 2026/APO Group/ –Enlit Africa (https://apo-opa.co/4cEX08g) has released its full 2026 conference programme, featuring 280+ speakers across 8 specialised tracks including a new African Nuclear 2.0 session covering Koeberg’s 20-year life extension and Ghana’s nuclear vendor selection process.

 

The event, taking place 19-21 May 2026 at the Cape Town International Convention Centre, expects 7,200+ attendees and 250+ exhibitors, making it Africa’s largest gathering of energy and water professionals.

Award-winning business journalist and best-selling author Bruce Whitfield will deliver the opening address at the Project & Investment Network Business Breakfast on 19 May, kicking off three days of strategic sessions, deal-making platforms, and technical masterclasses.

New programme content includes:

African Nuclear 2.0 – A dedicated session examining the transition from planning to execution, featuring:

Koeberg Nuclear Power Station’s successful 20-year life extension (Units 1 and 2 now licensed until 2044/2045)

Ghana’s progression to Phase 3 of its nuclear programme, evaluating US, Chinese, and Russian technology bids

West African Power Pool‘s 10 GW regional nuclear capacity target

Small Modular Reactor (SMR) deployment readiness across African grids

Independent Transmission Projects (ITP) – A new session exploring how private investment is unlocking Africa’s transmission bottleneck, featuring global case studies from India’s PowerGrid and lessons for scaling grid capacity across the continent.

Generation Masterclasses – Five interactive roundtables on gas-to-power, nuclear, hydro power, clean coal, and hydrogen.

AI in Africa’s Power Grid – Examining practical deployment realities, real-time analytics, and predictive maintenance applications already in operation across African utilities.

Conference sessions and technical hub sessions on the expo floor are CPD-accredited by the South African Institute of Electrical Engineers (SAIEE) and the South African Institution of Civil Engineering (SAICE).

Co-located platforms:

Water Security Africa features country playbooks from Namibia (55-year potable reuse programme), Uganda (NRW reduction from 42% to 32%), Cape Town (Day Zero recovery strategies), and sector-specific stewardship sessions with Harmony Gold, Heineken, Mediclinic, and Growthpoint Properties.

Project & Investment Network (P&IN), part of the new Level 2 Executive Experience, connects project developers, investors, African utility CEOs, and DFIs through structured matchmaking, ministerial dialogues, and project briefings. Over the past two years, P&IN has facilitated $3 billion in project pitches.

Utility CEO Forum brings together 35+ confirmed utility CEOs under Chatham House Rule for candid, off-the-record strategic discussions on unbundling, prosumer management, and financial sustainability.

Municipal Forum addresses South African municipalities’ distribution, metering, and revenue challenges, including sessions on NRW management, tariff reform, Cost of Supply studies, and electrifying informal settlements.

Technical Hub sessions on the exhibition floor offer free, CPD-accredited training across Power, Renewable Energy & Storage, and Water tracks, with confirmed speakers from Eskom, ENGIE SA, ACTOM, National Transmission Company South Africa (NTCSA), RenEnergy, and Matla Energy.

Site visits on 22 May include Koeberg Nuclear Power Station and the V&A Waterfront desalination plant.

Pass options:
Free expo pass registration: https://apo-opa.co/4bl2bYu

Free expo passes provide access to 250+ exhibitors and CPD-accredited Technical Hub sessions.

Delegate Pass:
Early bird registration closes 3 April 2026. Delegate passes start at R15,100 (Silver), with P&IN Executive passes at R32,000 including access to the Bruce Whitfield breakfast, Level 2 executive lounge, and investor matchmaking.

Download the full programme: https://apo-opa.co/3NwCble

Register: https://apo-opa.co/4cEX08g

Distributed by APO Group on behalf of VUKA Group.

Continue Reading

Business

Binance Secures Second Major Legal Victory in U.S. Court Under Anti-Terrorism Act in Two Weeks

Published

10 hours ago

on

March 20, 2026

By

Binance

US Federal Court in Alabama Dismisses All Claims Against Binance in Latest Lawsuit Victory

JOHANNESBURG, South Africa, March 12, 2026/APO Group/ –Binance (www.Binance.com), the world’s largest cryptocurrency exchange, announced today that a U.S. federal court in Alabama has dismissed all claims against the company in a lawsuit alleging violations of the Anti-Terrorism Act (ATA). This marks Binance’s second major legal victory in an  ATA matter within one week, following their victory in the Southern District of New York.

A Full and Complete Legal Victory

In a detailed 19-page ruling, the Court found the plaintiffs’ complaint to be legally and factually deficient. The court’s decision to dismiss every claim across the board represents a decisive legal victory for Binance.

Sanctions compliance and terrorism financing are serious matters of law – they require evidence, legal rigour, and due process

The judge described the filing as a “shotgun pleading.” The complaint failed to clearly specify the claims and improperly grouped all defendants together without distinguishing individual conduct or liability. The ruling also emphasized that the plaintiffs did not meet the basic pleading standard to provide a “short and plain statement” of their claims.

Following the ruling, the court granted the plaintiffs until April 10, 2026, to file an amended complaint addressing the deficiencies identified. However, the judge warned that failure to adequately address these issues would result in dismissal of the entire case.

Building on Momentum and Upholding Legal Integrity

“This decision reinforces our unwavering commitment to protecting Binance and our community from unsubstantiated and bad-faith lawsuits,” shared Eleanor Hughes, General Counsel at Binance. “Sanctions compliance and terrorism financing are serious matters of law – they require evidence, legal rigour, and due process. Courts have now examined these claims on two separate occasions and found them to be without merit. These outcomes speak for themselves. We will not tolerate attempts to misuse the legal system to target our industry, and we remain as committed as ever to transparency, security, and lawful conduct in everything we do”.

This latest decision follows closely on the heels of Binance’s comprehensive victory in New York (https://apo-opa.co/46Xg0ev), where the Court similarly rejected allegations that the company assisted, participated in, or conspired with terrorists. Together, these rulings reflect Binance’s strong resolve to protect its platform and community.

Binance has consistently invested in industry-leading compliance infrastructure, regulatory engagement, and legal governance. The company will continue to vigorously defend itself against any attempts to bring unfounded claims or misrepresent its operations.

Distributed by APO Group on behalf of Binance.

Continue Reading

Trending