From personalized newsletters to micro-influencers, with Daniel Prindii

Our “Frontline insights” series brings together perspectives from B2B marketing leaders who are navigating the industry’s challenges in real time. We're exploring what's working, what's not, and how teams are adapting to economic uncertainty, shifting buyer behavior, and the latest technologies.

The first article in the series is with Daniel Prindii, Content & Marketing Strategist focused on Information Architecture, Community Design, and Data Governance.

In the conversation below, Daniel shares what actually worked last year, this year's surprises, and how he navigates the economic uncertainty of 2025 and beyond.

Personalized newsletters: last year’s top performer

When it comes to tactics that performed best last year, Daniel is clear:

"Newsletters performed the best, especially those that brought more personality and behind-the-scenes content."

This perspective highlights a significant shift in B2B audience preferences. While many companies focus on automation and scalability, Daniel demonstrates that the human element remains crucial for engagement.

We’ve seen this before, in our report “B2B Marketing in 2025: How do experts see it?” where one respondent said that for them, the best performers were “long, text-heavy newsletters or e-blasts that had little to no design elements.”

The year's surprise: The power of micro-influencers in specific niches

Daniel's experience with micro-influencers in the productivity and note-taking app niche was a pleasant surprise:

"Almost every influencer has an active and loyal community that interacts with the brand's content."

This insight is valuable for B2B companies still doubting the effectiveness of influencer marketing in professional spaces. Daniel demonstrates that in specific, relevant niches, micro-influencers can generate concrete results.

Adapting to this year's budget reality

When asked about marketing budget evolution, Daniel describes a pragmatic approach:

"We focused on personalized outreach and presence in diverse, but connected communities related to our services."

This strategy reflects 2025's trend toward more targeted and cost-effective tactics, in the context of more prudent budget planning.

Political uncertainty dominated client conversations

One of Daniel's most relevant observations concerns changes in client behavior:

"Almost every conversation with clients brought up uncertainty regarding the evolution of trade tariffs and political changes for the worse in the United States."

This reality affects business decisions and strategic planning, forcing marketers to be more flexible in their approaches.

AI as a productivity tool, not magic

"AI is a working tool, not something magical. Most often, I use AI for small, repetitive tasks that increase my productivity when it comes to document organization, presentations, or data analysis."

Daniel's approach to artificial intelligence is refreshingly pragmatic. His concrete recommendations include Mistral AI and TextCortex, tools he has actually tested in daily use.

Curiosity is the essential skill for marketing leaders

When it comes to the most important skill for a B2B marketing leader, Daniel surprised us with his simple answer:

"The most important skill for a marketing leader is curiosity. A curious leader will try to understand potential clients better, will test new methods and tools to help with daily work. And, additionally, will be a more interesting conversation partner. "

Balancing strategy with rapid results

For the common challenge of demonstrating quick results while maintaining strategic focus, Daniel proposes a direct solution:

"I think the best solution is to establish clear objectives, both long-term and short-term. "

Advice for the community: back to marketing fundamentals

Daniel's final recommendation for industry experts resonates strongly in the current context:

"Be adaptable and return to marketing basics. What AI integration in the global digital ecosystem shows us is that, although it's a productivity aid, there's still a need for a good understanding of marketing strategies and that 'human touch'."

Did you find this article insightful? Are you facing similar challenges?

Share it with other marketers on the front lines so they can learn from these insights , or at least breathe a sigh of relief, knowing they're not the only ones navigating this chaos.

If you want to contribute and share your own insights, reach out to us here or on LinkedIn.