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YOUR INSIGHTS OF THE WEEK
-10 CMOs, 1 Mastercard economist and the data that changes everything about the future of brands.
- Marketing is changing faster than teams can keep up. Are you ready?
- Serasa personalized marketing for 100 million people. And the results were brutal.
- Marketing budget for 2025: insights from over 11,000 CMOs
10 CMOs, 1 Mastercard economist and the data that changes everything about the future of brands.
Last week, we held another edition of Roundtable by Makers, our strategic meeting that brings together CMOs behind the biggest brands in Brazil for conversations that go beyond the obvious and get into what really matters.
The guest this time was Gustavo Arruda, Chief Economist at Mastercard , who brought a sharp analysis of real data on consumption and behavior in Brazil. The result was a conversation that turned uncertainty into strategic direction.
Some of the exclusive data and insights from our table for you:
- Strategic planning is getting shorter: companies work with 3-year windows and techs with 1-year windows. The intention is to keep up with accelerated changes in consumer behavior.
- Generation Alpha is not yet the focus (but it will be): the real impact will come when they turn 60 and dominate the country's working demographic.
- In the next 25 years, Brazil will only grow by 3 million people. In the last 25, we've grown by 40 million. The consumer is changing and so is the volume.
- Families without children are redefining consumption: the number of children aged 0 to 9 has fallen from 35 million to 25 million and will fall further. Products and experiences will have to adapt to a new family model.
When the most strategic minds in the market meet, the next step is no longer a gamble but a decision.
Want to see more about the experience?
Click here to watch the video with the CMOs who attended the Roundtable.
Marketing is changing faster than teams can keep up. Are you ready?
Reflections by Daniel Prianti, Co-Founder of BPool
In his career, Daniel has experienced marketing from all sides: he has led areas in large companies, founded and sold the Router agency, undertaken impact initiatives and today, as co-founder of BPool, he follows the most critical (and urgent) movements for those who lead brands. Based on a recent article in Forbes (AI Is Killing Marketing As We Know It), Daniel lists some points for attention:
- SEO has lost its throne:
Search is migrating from traditional browsers to generative AI platforms called GEO (Generative Engine Optimization). Brands that don't appear directly in AI responses simply disappear.
- AI agents already buy on their own:
The AI-to-AI revolution has already begun. We are entering a world where the customer and the brand are represented by artificial intelligences, which interact and negotiate with each other.
- Silos are knocked down
Everything is connected: product, price, support and, in this way, marketing, sales and service merge into single journeys, requiring integrated data and coherent messages at all points of contact.
- The work is becoming code:
More than 30% of marketing tasks are expected to be carried out by AI in the next few years. This scenario opens up space for those who combine strategy, creativity, technology and hybrid team management.
Attentive to the needs of marketing professionals, BPool has relaunched its module for events, activations and special projects. "Proposals" now combines AI for briefing, budget optimization, proposal standardization, payment centralization and control automation.
Serasa personalized marketing for 100 million people. And the results were brutal.
+138% clicks. +50% conversion. -40% in production time. That's not a campaign. It's technology.
It wasn't about talking to everyone.
It was about talking to everyone.
Serasa, with the support of Salesforce, has put together a network of data, AI and real-time decisions that understands each customer's financial moment and acts with surgical precision.
The result?
- +138% click-through rate on personalized campaigns
- +50% conversion on targeted offers
- -40% in content production time
- More human, relevant messages delivered on the right channel at the right time
A historic leap in performance and, more importantly, in the way we relate to consumers.
But the most valuable part is behind the scenes: how did Serasa turn this scale into real personalization?
Find out now in the full case on the link below.
Marketing budget for 2025: insights from over 11,000 CMOs
The new edition of the CMO Survey listened to more than 11,000 marketing leaders around the world. The report provides valuable data for those who are re-evaluating their strategy and budget structure in this challenging scenario.
Among the main findings:
Marketing budgets now represent 9.4% of revenues and 11.4% of companies' total budgets, significant increases.
Investment in AI in marketing has doubled since 2022 and should reach 44.2% of operations in 3 years.
92% of brands will increase their investment in creator marketing in 2025.
Pressure for real ROI has grown: 63% of CMOs feel more pressure from CFOs.
Hiring in marketing has changed: full-time employees have fallen from 82% to 77%; the use of freelancers and partial contracts is growing.
Despite everything, investments in social media remain overestimated once again, the projections have not come true.
Want to see all the figures, analyses and trends that are guiding the world's most strategic CMOs?
💡Building a B2B brand: insider secrets from 50 CMOs
Discover the secrets to building a B2B brand with insights from 50 renowned CMOs.
💡CMOs increase investments in AI: here's what the numbers say
Although there are still concerns about the role of generative artificial intelligence in marketing, 83% of CMOs expressed optimism about the technology
💡Why every B2B business leader needs a personal brand
4 undeniable reasons to invest in personal branding, see the list of reasons why you need to start now.
Speak up, Team.
As we've seen in this issue, leading marketing today is like playing chess on a board that changes shape all the time.
Those who expect certainty always arrive later.
From a Roundtable with the country's top CMOs to cases like Serasa's and global data on marketing budgets, it reinforces one point: the speed of change has already outstripped the ability of traditional structures to respond.
And I'd like to invite you to Round 2 of CMO Day, which will take place on July 22 in São Paulo.
Makers has opened 3 exclusive CMO Day vacancies for you to apply for and live this experience.
The draw takes place in a week, on July 14. To take part, all you have to do is register and you'll be in with a chance of winning one of the three places.
Click below now and have the chance to be with us and Brazil's top CMOs!
