Marketing on the Edge: Meta, AI, and the Future Unfolding
Weekly briefing for AI-first marketers. News, tactics, and tools that move the whole funnel.
Rohit Maheswaran
July 09, 2025
Hey Funnel Friends🤘,
This week, we're unpacking a trio of game-changers: Meta's latest move to supercharge your DMs, the swirling speculation around TikTok's future, and a crucial reminder of the timeless power of brand building. Plus, we’re showing you how AI is no longer just a buzzword, but your new co-pilot for content and efficiency. Get ready for your essential one-scroll briefing designed to transform insights into tangible growth. Let's dive in🤿.
On the Menu🎯
📲 Meta's latest DM upgrades: The new frontier for personalized marketing.
⚠️ TikTok builds new version of app ahead of expected sale: What marketers need to know..
🔁 The 95:5 Rule: Rediscovering brand building in B2B.
⚡ AI-driven content: Supercharging your SEO and efficiency.
🎙️ Podcast: How to Drive 5x ROI with TV Advertising with ft. Elena Jasper.
🚨 Tool Spotlight: Brandmark.io, an AI-powered logo maker that generates unique logo designs
🛠️ Weekly AI tools that will save you hours every week.
📲 Meta Unleashes Enhanced Marketing Messages in DMs
Meta is doubling down on direct customer engagement by rolling out enhanced marketing messages within Facebook DMs and Instagram. This upgrade allows businesses to send richer, more interactive content directly to customers who have previously engaged with their brand, moving beyond basic text to include images, videos, and calls to action, all within the private message thread.
Why it matters:
Hyper-Personalization: Deliver tailored content directly where customers are already engaging.
Deeper Connections: Foster stronger relationships through private, relevant interactions.
Conversion Boost: Streamline the path to purchase with integrated CTAs.
Reduced Friction: Customers can move from discovery to purchase without leaving the app.
Try this: Identify a segment of your audience that has recently interacted with your brand on Instagram or Facebook. Craft a personalized DM campaign offering an exclusive discount or early access to a new product, utilizing rich media. Monitor click-through rates and conversion within the DM thread.
Takeaway: Direct messaging is evolving into a powerful, personalized marketing channel. Leverage rich media and targeted messaging in DMs to drive deeper engagement and conversions.
⚠️ TikTok Builds New Version of App Ahead of Expected Sale
Reports indicate that TikTok is developing a new version of its app, potentially as a strategic move ahead of an anticipated sale. This development could lead to a significant shift in how marketers engage with the platform and its audience, depending on the eventual ownership and regional strategies.
Why it matters:
Strategic Re-alignment: A new app version could signal a pivot in TikTok's business model or target audience, particularly for the U.S. market.
Potential for New Features: A rebuild might introduce new functionalities, ad formats, or content types that marketers can leverage.
Audience Migration Risks: Marketers will need to monitor how users adapt to a new version, ensuring their strategies remain effective if audience behavior shifts.
Investment Decisions: Clarity on ownership and platform direction will be crucial for brands making long-term advertising commitments.
Hook Tip: Stay agile. If a new app version emerges, conduct small-scale tests to understand user engagement and content performance before committing significant resources. Prioritize understanding any new audience segments or features.
Takeaway: TikTok's development of a new app version signals potential market shifts. Marketers should prepare for possible changes in platform dynamics and user behavior, adapting strategies to maintain reach and engagement.
🔁 B2B Marketing and the 95:5 Rule: Beyond the Short-Term Fix
The "95:5 Rule," popularized by marketing scientists such as Professor Byron Sharp, suggests that at any given time, only 5% of B2B buyers are in-market, actively looking to purchase, while 95% are not. This challenges the pervasive focus on short-term activation, highlighting the critical importance of long-term brand building to influence future buyers. Many B2B brands are disproportionately investing in activation (e.g., lead gen, sales enablement) at the expense of brand building, leaving significant growth on the table.
Why it matters:
Sustainable Growth: Brand building creates mental availability, ensuring your brand is top-of-mind when the 95% eventually enter the market.
Reduced Acquisition Costs: Strong brands are more easily recalled and trusted, lowering the effort and cost of future customer acquisition.
Competitive Advantage: While competitors chase the 5%, you're influencing the vast majority who will buy later.
Unified measurement platforms such as Lifesight help marketers understand the long-term impact of brand building alongside short-term activation efforts.
Try this: Re-evaluate your B2B marketing budget. If 80% or more is dedicated to short-term activation, consider reallocating a portion (e.g., 20-30%) to consistent brand-building activities like thought leadership content, category creation, and consistent brand messaging across diverse channels.
Takeaway: Shift focus to balanced marketing by investing in long-term brand building alongside short-term activation, addressing the 95:5 rule for sustained B2B growth and reduced future acquisition costs.
⚡AI-Driven Content Creation: The New Engine of SEO and Marketing Efficiency
AI is rapidly becoming indispensable for content creation, revolutionizing how marketers approach SEO and overall efficiency. From generating draft articles and social media updates to optimizing existing content for search engines, AI tools are streamlining workflows and enabling brands to produce high-quality, relevant content at unprecedented speed and scale. This allows human marketers to focus on strategy, creativity, and deeper audience engagement.
Why it matters:
Speed & Scale: Produce more content faster, keeping up with demand and dominating search results.
SEO Enhancement: AI can analyze keywords, trends, and competitor content to optimize for search visibility.
Cost Efficiency: Reduce reliance on external agencies or extensive in-house teams for basic content generation.
Personalization: Tailor content to specific audience segments with greater ease and precision.
Try this: Pick one content type you regularly produce (e.g., blog posts, social media captions). Experiment with an AI writing tool (like those mentioned in the spotlight) to generate initial drafts or optimize existing content. Compare the time saved and the quality of the output, focusing on how AI can augment your current process.
Takeaway: Embrace AI for content creation to boost efficiency, scale production, and enhance SEO, freeing up human marketers for strategic and creative tasks.
🎙️ Listen to our latest podcast episode ft. Elena Jasper
Listen to Elena Jasper (CMO, Marketing Architects) as she joins Rohit at Full Funnel to share how to drive 5x ROI with TV Advertising.
Many marketers write off TV as a channel for brand awareness with murky ROI. But what if a new model could deliver 5x returns and full-funnel accountability, just like your digital campaigns?
This is a must-listen for smarter, faster marketing bets. 👇
🧰 Framework of the Week: The AI-Powered Content Optimization Loop
This framework leverages AI to improve your content's performance and impact continuously.
Audience Listening & Trend Spotting (AI-Powered): Utilize AI tools to monitor social media, forums, search trends, and customer feedback to identify emerging topics, common questions, and audience pain points.
Content Generation & Optimization (AI-Assisted): Use generative AI to draft outlines, write initial content, or suggest improvements to existing pieces based on SEO best practices, readability, and target audience tone.
Performance Analysis & A/B Testing (AI-Driven): Implement AI-powered analytics to track content performance metrics (engagement, conversions, organic traffic). Use AI to suggest and even automate A/B tests on headlines, CTAs, and content variations.
Iterative Refinement (Human & AI Collaboration): Based on performance insights, human marketers provide strategic direction while AI assists with rapid content modifications, ensuring continuous improvement and relevance.
Try this: Select a piece of underperforming content. Use an AI content analysis tool to identify areas for improvement (e.g., keyword density, readability score, sentiment). Then, use a generative AI tool to rewrite sections or suggest new headlines based on these insights..
🚨 AI Tool Spotlight: Brandmark.io
Brandmark.io - An AI-powered logo maker that generates unique logo designs, brand kits, and marketing materials instantly. It's perfect for quickly creating on-brand visual assets for campaigns, social media, and new product launches without extensive design expertise.
What it is: Brandmark.io is an AI-powered logo maker that quickly generates unique logo designs and a complete brand identity kit, including color palettes, fonts, and matching marketing materials.
Why it's hot: It significantly reduces the time and cost associated with professional branding, allowing marketers to rapidly create consistent, high-quality visual assets for new campaigns, product launches, or complete brand refreshes without needing a design team or extensive graphic design skills.
Try this: Input your brand's name and a few keywords. Experiment with different styles and color preferences to generate several logo options and a comprehensive brand kit. Use the generated assets for a quick social media campaign or a new landing page test.
🛠️ Featured AI Toolkit for the week
What it does: VSCO Canvas is a generative AI feature that turns your photos into stunning, textured visuals using artistic styles. It’s built into the VSCO app and is aimed at creators who want to enhance their visual storytelling with minimal effort.
Fast payoff: You can quickly transform simple photos into high-quality, stylized artwork in seconds. This makes it easy to stand out on social media, mood boards, or creative portfolios without needing graphic design experience. Ideal for creators who want fast, beautiful results with zero friction.
What it does: FileAI is an AI-powered document assistant that allows you to upload files like PDFs, Word docs, or spreadsheets and interact with them using natural language. You can ask questions, summarize content, extract data, or compare documents.
Fast payoff: It saves you significant time by eliminating the need to read through long documents. Instead, you get instant summaries, insights, or answers, which is especially useful for legal, business, or research tasks. It’s like having a smart assistant that reads and understands documents for you.
What it does: Handit.ai is a personal AI assistant that integrates with tools like Slack, Notion, Gmail, and Google Docs. It helps you stay on top of information, summarizes messages and documents, drafts replies, and automates routine tasks.
Fast payoff: Handit reduces daily information overload by surfacing exactly what you need — whether it's a Slack summary, a follow-up draft, or a key insight from a doc. It brings clarity and speed to your workflow, helping you stay focused and organized across all your tools.
Giveaway of the Week 🎁
n8n Automation Guide + AI-Powered Chatbot: Still building workflows the hard way? That’s outdated.
Here’s an AI-powered chatbot n8n Automation Guide - powered by an AI chatbot that knows the workflows better than the docs team.
🧠 Ask it anything about n8n
⚡ Get instant answers (no scrolling through endless docs)
🚀 Learn faster. Build faster. Ship faster.
Inside you’ll find:
✅ Step-by-step tutorials (perfect for beginners)
✅ 20 ready-to-use n8n templates
✅ Automation recipes that actually save time
✅ System blueprints for solo builders to enterprises
✅ Advanced AI integrations for smarter scaling
These are the exact workflows I use to replace hours of manual work with agents that never sleep.
Here’s the workflow + chatbot 👇
See y’all next week 👋
The future of marketing is about data-driven creativity and ruthlessly accurate measurement. Let's build that future together.
— Full Funnel Team 📨