The case for executive evangelism goes beyond the practicalities of marketing. Executive evangelism is merely the logical response to the dominant paradigm of modern media, which is the shift from institutions to individuals.

There’s no secret to building a B2B brand on social: the companies that win pick a clear north star, teach their audience, and show up with unusual consistency long after others lose interest. If you’re willing to repeat yourself, engage publicly, and commit to the work, social can become one of the most capital-efficient ways to build a durable B2B brand.

If you think of your blog as a place where people go, you’ll likely be disappointed. If you think of it as a place where your company’s ideas live — fuel for social posts, sales enablement, search and AI answer engines, and buyer research — it becomes a valuable strategic marketing asset.

Ads are not at tension with generative AI; better ads are consistent with it. OpenAI should own that message instead of running away from it.

I’ve spoken with hundreds of CEOs about communications, and the same questions come up again and again. If you’ve hired a PR agency, you’ve probably wondered about these same points. Here are my answers.

Most companies mishandle competitor messaging by being too vague, naming abstract problems instead of clearly identifying the actors and behaviors holding customers back. The right approach is to integrate competitors into a hero-vs-villain narrative — usually as a group, and sometimes by name when punching up — to create clarity, differentiation, and momentum.

Pinterest’s acquisition of tvScientific validates performance TV as a category and signals a major shift toward making TV measurable, optimizable, and fully connected to search and social at massive scale. It’s a win for advertisers, TV publishers, independent adtech — and a clear reminder that sustained CEO evangelism around a single big idea can materially shape outcomes.

Palantir’s Alex Karp shows why the most effective 2025 marketing strategy is a CEO who publicly evangelizes a high-stakes, idea-driven narrative that people want to follow. Any CEO can follow this approach by developing a provocative story, choosing a few core content pillars, and showing up consistently on social to create momentum.

Success isn’t a matter of luck. It’s the cumulative result of years of deliberate action, drive, and putting yourself in the right places. The same is true of marketing. If you want more awareness, trust, and pipeline, don’t wait for fortune to find you. Become your own evangelist and manufacture your own luck.

PubMatic has a compelling, well-structured AI narrative spanning infrastructure, applications, and agentic transactions, but the company could improve its impact by adopting a modern distribution strategy. With consistent executive-led storytelling across social, email, audio, and the press, PubMatic could reshape industry perception and unlock significant upside.

PR only feels unpredictable when you treat it as random stunts, but with the right structure, it becomes systematic and compounding. This framework shows CEOs how to organize PR into clear buckets, repeatable story types, and the core assets required to generate consistent, business-driving attention.

Viant’s latest earnings call was a case study in clear, memorable messaging — centered on three differentiators, customer wins, and a bold vision for the industry’s future. The takeaway for other adtech leaders: focus on three repeatable proof points, make the customer the hero, and connect your story to where the market is headed.

CEOs shouldn’t respond to every critic — only those with substantial audiences who are engaging in good faith and repeating a common criticism. When CEOs do engage, they should use authentic language, acknowledge mistakes briefly, make one clear point, and show the human complexity behind leadership. Sam Altman’s recent X reply illustrates this approach.

Most CEOs know they should post on LinkedIn but struggle with what to say. The answer is simple: build your reputation through four types of content — thought leadership, building in public, case studies, and data — to share ideas, show authenticity, prove results, and earn credibility.

The AdCP launch was a great example of B2B marketing and narrative framing, positioning agentic advertising as a generational transformation. Scope3 and its allies made a bold, outcomes-focused case for agentic as the open internet’s answer to the walled gardens — and showed that in 2025, attention is earned through vision, clarity, and CEO evangelism.

The Trade Desk CEO Jeff Green’s recent podcast appearance was a welcome step, but it highlighted missed opportunities in executive communications. To maximize impact, TTD should do more public-facing content, focus on big-picture storytelling, and clearly articulate how it's using AI to shape the future of advertising.

Most adtech companies squander social media by outsourcing it or posting like it’s 2010, when in fact it’s the single most powerful lever for building reputation and pipeline. A can’t‑lose approach is simple but not easy: consistently comment on the industry’s influential voices, pick a clear north star, and use content buckets to keep your message fresh and memorable.

Adtech CEOs often misunderstand marketing — treating it as a tactical output, over-prioritizing easily measurable tactics, and expecting outsized results without investing in their reputation. Effective marketing requires consistent, reputation-driven communication that builds trust over time, not viral hacks or last-minute launches.

If an adtech platform like Magnite wants to grow by an order of magnitude, it needs to crack the SMB/performance market. The major hurdle there is solving distribution, and so far, no one in adtech has made a serious attempt. Here’s what that would entail.

Magnite’s acquisition of Streamr is a smart move, but it should be the opening act of a much bigger strategy. If Magnite wants to become the AppLovin of the open internet, it needs to go all-in on performance TV, serving SMBs with the ease, outcomes, and inventory that define the dominant ad platforms.