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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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Port Community Systems (PCS) as the crisis backbone: how trade disruption makes digital port infrastructure non-negotiable (By Alioune Ciss)

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Port Community Systems

With PCS, ports can dynamically allocate resources, adjust workflows, and reprioritize cargo flows using real-time data and coordinated processes

DUBAI, United Arab Emirates, May 19, 2026/APO Group/ —By Alioune Ciss, Chief Executive Officer, Webb Fontaine (https://WebbFontaine.com).

When global trade flows normally, Port Community Systems (PCS) are often viewed as efficiency tools. They digitize paperwork, connect stakeholders, reduce delays, and improve visibility across port ecosystems. However, the true impact and strategic importance of PCS become most apparent when a crisis hits.

Whether caused by geopolitical conflict, canal restrictions, rerouted shipping lanes, cyber risk, labor disruption, or sudden regulatory shifts, modern supply chain shocks remind us that ports without strong digital coordination struggle to adapt, whereas ports with robust PCS infrastructure are better positioned to keep cargo moving. In today’s environment, PCS has become a critical infrastructure.

Disruption is not an exception anymore

Global maritime trade has entered a more volatile era where disruption is structural. Let’s review the recent events to understand the scale of impact:

  • Around 2,000 ships were reportedly stranded during the recent Strait of Hormuz (https://apo-opa.co/4dii0lb) crisis.
  • The Red Sea crisis (https://apo-opa.co/4dz5gFA) led to more than 190 attacks on vessels by late 2024, forcing widespread rerouting and increasing transit times by up to two weeks.
  • The Suez-linked corridor (https://apo-opa.co/4dz5gFA), which carries roughly 10–12% of global maritime trade, experienced sharp volume declines during the disruption.
  • Supply chains across the Middle East, Africa, and Europe faced cascading effects, including congestion, cost increases, and schedule instability.

At the same time, the global port industry itself is undergoing rapid transformation. According to the International Association of Ports and Harbors (IAPH), ports are accelerating digitalization and strengthening resilience capabilities in response to geopolitical and operational uncertainty. This is the new reality: routes shift, volumes spike, and conditions change faster than traditional systems can handle.

Why PCS matters most during a crisis

When vessel schedules collapse, or cargo volumes suddenly spike, physical infrastructure alone is not enough. Cranes, berths, gates and yards also need coordination. That is where PCS becomes the backbone of resilience.

A PCS is not just a digital tool; rather, it’s a shared operational layer. It connects shipping lines, terminals, customs, freight forwarders, transport operators, and authorities through a single data environment, enabling synchronized decision-making across the ecosystem.

Instead of exchanges through emails, phone calls, Excel files, or siloed systems that generate delays and errors, the PCS enables seamless and real-time coordination.

1. Real-time visibility across the ecosystem

When vessels are delayed or rerouted, fragmented communication becomes a liability.

PCS enables real-time visibility across:

  • vessel arrivals and berth planning
  • cargo status and documentation
  • customs readiness and inspections
  • gate operations and inland logistics

Instead of fragmented updates, stakeholders operate from a shared, trusted data environment.

When shipping lanes shift overnight, policies change, and when uncertainty increases, the strongest ports are the ones that are the most ‘connected’

In a crisis, the speed of information becomes the speed of recovery.

2. Faster decision-making under pressure

Sudden disruptions create immediate operational stress:

  • surges in transshipment volumes
  • yard congestion risks
  • inspection bottlenecks
  • inland transport delays

Without digital coordination, responses are reactive and slow.

With PCS, ports can dynamically allocate resources, adjust workflows, and reprioritize cargo flows using real-time data and coordinated processes.

3. Customs and border continuity

Cargo cannot move if border agencies cannot move.

According to joint guidance from the World Customs Organization (WCO) and International Association of Ports and Harbors (IAPH), interoperability between Customs systems and PCS is essential for coordinated border management, risk control, and secure data exchange (https://apo-opa.co/3PLcs9P).

In crisis conditions, this becomes critical. Governments must introduce new controls, risk filters, or emergency procedures quickly, without disrupting trade flows. PCS enables this  balance.

4. Trust and transparency for the market

Importers, exporters, and carriers can tolerate disruption more than uncertainty. What they need is visibility.

PCS provides transparency across the supply chain, allowing stakeholders to track cargo status, anticipate delays, and plan accordingly. This transparency builds trust and reduces the systemic risk of panic-driven inefficiencies.

Operational resilience is the key

As we all know, the classic PCS discussions focus on key KPIs such as:

  • reduced turnaround time
  • fewer documents
  • lower administrative cost
  • faster truck processing

But today, the most important KPI is “readiness”: If a major trade corridor shifts tomorrow, can your port ecosystem adapt in real time?

To answer “Yes” to this question, a future-ready PCS should include:

  • real-time event management
  • integrated stakeholder communication
  • predictive congestion alerts
  • interoperability with customs and regulatory systems
  • scalable architecture for demand spikes

“For years, ‘efficiency’ was key when it comes to PCS. However, today, the key is ‘resilience’… When shipping lanes shift overnight, policies change, and when uncertainty increases, the strongest ports are the ones that are the most ‘connected’… Therefore, we should treat PCS as a crisis backbone of trade, not an IT efficiency initiative.
[Alioune Ciss, CEO, Webb Fontaine]

The Next Evolution: Intelligent PCS

PCS is now entering a new phase. Next-generation systems are evolving into data-driven platforms that support predictive analytics, AI-enabled decision-making, and proactive risk management (https://apo-opa.co/4eQ93Rg).

In other words, today, ports need systems that help orchestrate responses. Solutions such as Webb Ports (https://apo-opa.co/42F3gqq) from Webb Fontaine reflect this shift. By connecting all port stakeholders through a unified platform, anticipating congestion before it happens, simulating operational scenarios, and optimizing resource allocation dynamically, we enable faster coordination, better visibility and more agile responses when disruptions occur.

Distributed by APO Group on behalf of Webb Fontaine.

 

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Energy

Rand Refinery Joins African Mining Week (AMW) as Silver Sponsor Amid Regional Market Expansion Strategy

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Energy Capital

African Mining Week 2026 will showcase lucrative investment, partnership, and knowledge-exchange opportunities across Africa’s gold downstream sector, as Rand Refinery intensifies its investment and expansion strategy across the continent

CAPE TOWN, South Africa, May 19, 2026/APO Group/ –Amid a strategy to expand from a South Africa-focused refiner into a pan-African downstream leader, Rand Refinery has joined African Mining Week (AMW), an Influential African Mining Conference, scheduled for October 14-16, 2026 in Cape Town, as a silver sponsor.

Rand Refinery’s participation reflects a broader strategic alignment between the company’s expansion agenda and AMW’s focus on supporting and enabling local beneficiation and promoting artisanal and small-scale mining (ASM) responsible sourcing frameworks.

 

In terms of volumes, the latest market information indicates that Africa produces 1000tpa of mined gold (more than any other continent), with large-scale mining (LSM) and ASM being almost evenly balanced (500tpa production each). On its current trajectory, African ASM volumes are expected to eclipse those of LSM.

 

The focus on ASM as a transformational imperative is valid, and Rand Refinery is an active participant in the precious metals supply chain, working alongside other upstream and downstream actors to ensure that the communities and countries with gold resources benefit in a sustainable manner.

 

Under the theme Mining the Future: Unearthing Africa’s Full Mineral Value Chain, AMW 2026 offers a critical interface between refiners, miners, regulators, and financial institutions, as African countries intensify efforts to capture more value from responsible mineral production.

 

A key pillar of Rand Refinery’s 2026 strategy is its expansion into high-growth gold markets beyond South Africa. In January 2026, the company partnered with Ghana’s Gold Coast Refinery (GCR) to support the Ghana Gold Board to locally refine artisanal and small-scale (ASM) gold and elevate responsible sourcing standards in West Africa. The partnership also positions Rand Refinery in a rapidly growing and historically fragmented supply segment: ASM operations, enabling the company to enhance traceability and strengthen compliance with global standards for ethical sourcing and anti-money laundering.

 

The partnership potentially allows the monetization of ASM supply streams in the formal gold ecosystem, complementing Rand Refinery’s established role in refining output from responsible large-scale producers. AMW 2026 represents a timely platform for the company to provide an update on its projects and contribution to Africa’s gold sector.

 

As demand for regional refining capacity expands, along with central bank buying programs, companies such as Rand Refinery will be crucial.

 

Central bank gold purchases are projected to average around 585 tons per quarter in 2026, underscoring sustained global demand. In Africa, gold now accounts for approximately 17% of total reserves – up from less than 10% in 2022–2023 – while physical holdings increased from 663 tons in 2022 to an estimated 738 tons in 2025.

 

This upward trajectory is driving demand for trusted refining and value addition services, positioning Rand Refinery as a key partner in the region. Against this backdrop, AMW provides a strategic platform for central banks and gold buyers to engage directly with one of the world’s largest integrated single-site precious metals refining and smelting complexes and strengthen regional beneficiation and national reserve strategies.

 

At AMW, Rand Refinery executives will participate in panel discussions and networking sessions, engaging stakeholders on partnership opportunities that support a more integrated, transparent and value-driven African gold ecosystem.

Distributed by APO Group on behalf of Energy Capital & Power.

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Applications open for the 2027 Meltwater Entrepreneurial School of Technology (MEST) Africa AI Startup Program

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Meltwater

Join a global community of AI entrepreneurs

ACCRA, Ghana, May 19, 2026/APO Group/ –The Meltwater Entrepreneurial School of Technology (MEST) (https://Meltwater.org), has opened applications for the second edition of the MEST AI Startup Program, a fully-funded, immersive experience designed to equip Africa’s most promising AI entrepreneurs with the technical, business, product, and leadership skills to build and scale globally competitive AI startups.

Over a seven-month training phase, the MEST AI Startup program will provide founders with hands-on instruction, technical mentorship, and business coaching from global experts to develop AI-powered solutions. The top startups will then advance to a four-month incubation period to refine products, sharpen go-to-market strategies, and secure market traction. At the end of incubation, startups have the opportunity to pitch for pre-seed investment of up to $100,000 and join the MEST Portfolio.

We are excited to support the next generation of African AI founders through training delivered by some of the most knowledgeable experts in the industry

The inaugural cohort brought together founders from seven African countries who are already building transformative AI solutions across industries. Building on the momentum of the first edition, the 2027 intake reflects MEST Africa’s continued commitment to ensuring African entrepreneurs play a defining role in the future of artificial intelligence.

According to Emily Fiagbedzi, AI Startup Program Director, the urgency of investing in African AI talent has never been greater.

“AI technology is advancing at an extraordinary pace, and meaningful participation in the global AI economy requires more than access to tools, it requires the ability to build,” she said. “This program is designed to help talented African founders develop solutions to real challenges while positioning them to compete globally. We are excited to support the next generation of African AI founders through training delivered by some of the most knowledgeable experts in the industry from organizations including OpenAI, Perplexity, Google, and Meltwater”

For the 2027 intake, the program is open to African founders based in Ghana, Nigeria, Senegal, and Kenya aged 21–35 with software development experience who want to start their own AI startup.

Apply now at https://apo-opa.co/3ReIQSI

Distributed by APO Group on behalf of The Meltwater Entrepreneurial School of Technology (MEST Africa).

 

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