Winning in AI Search: What Marketers Need to Know Now
AI-driven search is no longer a future trend—it’s already reshaping how brands are discovered, evaluated, and ultimately chosen. In this session, Winning in AI Search, NextBigWin partnered with Crossfill and Tap In Digital, alongside Michele Hsu (VP of Marketing at Cerebro Capital), to break down what’s changing—and what marketers need to do about it. View the full presentation deck The Shift: From Rankings to Recommendations One of the biggest takeaways is simple but important: AI doesn’t rank. It selects. Traditional SEO focused on rankings, clicks, and traffic. But AI-generated answers skip that entire process. Instead of showing a list of links, platforms like ChatGPT and Google AI Overviews recommend a small set of brands directly. In many cases, 60–80% of recommendations are concentrated among just three brands. If you’re not included, you’re not just lower—you’re invisible. The New Problem: Invisible Demand AI is creating a layer of demand that most companies can’t see. No impression No click No attribution As highlighted in the session, a user can discover your brand through AI, then visit directly, while your analytics show “Direct” traffic and give AI zero credit. This creates what Tap In Digital calls a “dark demand layer” —influence that exists but isn’t measured. What to Measure Instead The session introduced a new set of metrics that matter in AI-driven discovery: Brand share of voice in AI answers Citation frequency Prompt coverage (where you show up vs. don’t) Competitive inclusion gaps These signals determine whether your brand is even part of the consideration set. From Visibility to Revenue This is where the partnership between Crossfill and Tap In Digital becomes powerful: Crossfill helps companies measure and improve AI visibility by tracking how often brands appear in AI-generated answers and recommendations. Tap In Digital helps connect that visibility to revenue, bringing AI signals into attribution models and media mix frameworks to quantify real business impact. Together, they close the gap between: “Are we showing up?” and “Is this driving growth?” Partner Offers To help teams get started: Crossfill is offering a Free AI Visibility Audit For agencies: 1–2 client accounts For brands: benchmarked vs. top 3 competitors Contact: sales@crossfill.com Tap In Digital is offering an AI Revenue Mapping Sprint Connect AI visibility signals to downstream revenue First 10 attendees receive 50% off Contact: kirk@tapindigital.com The Bottom Line You are already losing share in AI-driven discovery. You just can’t see it yet. The brands that start measuring—and acting—now will be the ones that win.
Northern Virginia Transportation Commission Needs Marketing Agency for Region-Wide Transit Campaign
At a Glance Buyer: Northern Virginia Transportation Commission Industry: Public transportation Location/markets: Northern Virginia region; campaign targets riders traveling across Arlington, Fairfax, Loudoun, Washington, D.C., and Maryland Primary scope: Region-wide digital and social media marketing campaign to encourage riders to return to public transit after Metro construction disruptions Key deliverables/channels: Campaign strategy, creative development, campaign execut… Get Unlimited NextBigWin Access Subscribe to become a NextBigWin Pro member and get access to all our exclusive content. Turn access and intelligence into your next big client win. Already a member? Login Subscribe to NextBigWin Pro
South Carolina Department of Veterans’ Affairs Advertising Campaign Targeting Military Bases Nationwide
At a Glance Buyer: South Carolina Department of Veterans’ Affairs Industry: Government/Veterans’ Services/Workforce Transition Location/markets: South Carolina; military installations nationwide, with required presence in South Carolina, North Carolina, and Georgia Primary scope: Digital marketing and advertising campaign for the SC Smart Start Virtual Transition Assistance Program Key deliverables/channels: OOH, on-base and near-base media, posters, digital screens, digital… Get Unlimited NextBigWin Access Subscribe to become a NextBigWin Pro member and get access to all our exclusive content. Turn access and intelligence into your next big client win. Already a member? Login Subscribe to NextBigWin Pro
Valley Metro Creative and Media Account Calls for Full-Service Support
At a Glance Buyer: Valley Metro Industry: Public transportation Location/markets: Phoenix, Maricopa County, and broader Arizona markets Primary scope: As-needed marketing and advertising support services Key deliverables/channels: Marketing strategy, public relations, media planning and buying, multicultural outreach, creative, production, digital, social, interactive marketing, research, and reporting dashboards Budget: Not specified Contract type/term: As-needed services c… Get Unlimited NextBigWin Access Subscribe to become a NextBigWin Pro member and get access to all our exclusive content. Turn access and intelligence into your next big client win. Already a member? Login Subscribe to NextBigWin Pro
Hawaii School Facilities Authority Opens Marketing Agency Search for Statewide Awareness Effort
At a Glance Buyer: Hawaii School Facilities Authority Industry: Public sector education facilities Location/markets: Hawaii statewide Primary scope: Marketing and communication services focused on communications, outreach, and public understanding Key deliverables/channels: Media relations; quarterly news releases, fact sheets, FAQs, and infographics; monthly e-newsletter via Constant Contact; website content and management; Instagram-led social media; video content; paid di… Get Unlimited NextBigWin Access Subscribe to become a NextBigWin Pro member and get access to all our exclusive content. Turn access and intelligence into your next big client win. Already a member? Login Subscribe to NextBigWin Pro
CUNY School of Professional Studies Seeks Digital Marketing Partner for Five-Year Enrollment Growth
At a Glance Buyer: The City University of New York (CUNY), on behalf of the School of Professional Studies Industry: Higher education Location/markets: New York City and surrounding metro area (NY, NJ, CT), with additional emphasis on regions where adult learners seek online degree options Primary scope: Digital marketing, enrollment marketing, and advertising services Key deliverables/channels: Annual strategic enrollment marketing plan; paid search; social media; display; retargeting; connected TV; creative assets; email; SMS; CRM workflows in Slate; live dashboard; market research; predictive modeling; training; monthly reporting Budget: Not specified Contract type/term: One contract anticipated; three-year term with two optional one-year renewals Key dates: Proposal deadline April 17, 2026, at 1:00 PM Eligibility/must-haves: At least three years of relevant experience; at least three similar projects; authorized to do business in New York State; MWBE/SDVOB utilization plan or waiver required; proposals submitted by email with wet-signature scans Why This Could Be Interesting CUNY is seeking a digital marketing and advertising partner for its School of Professional Studies, the unit focused on serving working adults, degree completers, transfer students, and other nontraditional learners. That alone makes this a meaningful higher-ed account with a clearly defined enrollment mission. The work goes well beyond campaign execution. The selected agency would help shape annual enrollment strategy, run multichannel paid media, develop creative, support program launches, improve lead nurturing in Slate, and maintain a live dashboard tied to performance and ROI. What stands out is the breadth and operational depth. Media buying sits inside the contract. So do CRM workflows, SMS, predictive modeling, training, and monthly optimization. This reads less like a narrow media assignment and more like a partner role tied directly to inquiry, application, and enrollment outcomes. Another notable signal: the contract starts at three years and can extend to five. The audience targeting is also specific, from adult learners in the NYC metro to online-focused prospects beyond it, which gives agencies a clearer acquisition brief than many public-sector opportunities. Best suited for agencies with higher-ed enrollment marketing experience, strong paid media and CRM capabilities, and comfort working across strategy, execution, reporting, and stakeholder coordination. Proposal deadline: April 17, 2026, at 1:00 PM Download the full RFP here.
How Cloudflare Is Reframing Technical Depth for Growth
An analysis of the executive conversation and our research, surfacing the priorities and opportunity lanes agencies can leverage to win new business. At a Glance Interviewee: Jeff Samuels, Chief Marketing Officer Company: Cloudflare Estimated Revenue: $2.17 billion Location: San Francisco, California Website: cloudflare.com Industry: Connectivity cloud, cybersecurity, networking, and developer infrastructure Company Notes: Public company with 332,000+ paying customers and … Get Unlimited NextBigWin Access Subscribe to become a NextBigWin Pro member and get access to all our exclusive content. Turn access and intelligence into your next big client win. Already a member? Login Subscribe to NextBigWin Pro
Pindrop’s Partner-Heavy GTM Signals New Co-Marketing Demand
An analysis of the executive conversation and our research, surfacing the priorities and opportunity lanes agencies can leverage to win new business. At a Glance Interviewee: Adriana Gil Miner, Chief Marketing Officer Company: Pindrop Estimated Revenue: $100M+ ARR Location: Atlanta, GA Website: www.pindrop.com Industry: Digital communications security for fraud, deepfakes, and authentication Company Notes: Enterprise platform positioned as a real-time defense layer across … Get Unlimited NextBigWin Access Subscribe to become a NextBigWin Pro member and get access to all our exclusive content. Turn access and intelligence into your next big client win. Already a member? Login Subscribe to NextBigWin Pro
Ethan Chernofsky and the Value of Staying Uncomfortable
Executive: Ethan Chernofsky, Chief Marketing Officer Company: Placer.ai Industry: Location analytics Company Snapshot: Placer.ai helps brands, retailers, real estate players, and investors understand what is happening in the physical world through location analytics. Format: CMO Journeys Interview Why It Matters Ethan Chernofsky did not build his career in a straight line. His path moved through agency work, public relations, strategy, and then into in-house leadership, where the stakes got bigger and the learning got sharper. That makes his story worth studying because it shows how a marketer can grow by chasing discomfort instead of avoiding it. It also makes his perspective useful for agencies. He has been on both sides of the table. He has pitched. He has been pitched. He knows what feels thoughtful, what feels forgettable, and what makes someone worth calling when the timing changes. Their Path, in Short Chernofsky describes himself as a regular kid from Pennsylvania. He played baseball, did well in school, and grew up with parents who made sure he stayed on track. But what stayed with him most was a fascination with people dynamics. He became interested in how people make decisions and what shapes behavior, which later became a core part of how he thought about marketing. He left home young, spent time in different places, and eventually built his career in Tel Aviv’s tech ecosystem. Once he got into that world, he says, one opportunity kept leading to another. He started on the agency side in public relations, working with companies including Wix, Lightrix, and Lemonade. That work gave him a rare vantage point. He got close to many companies at once and learned by watching how different leaders thought. He could see what strong storytelling looked like, what smart positioning sounded like, and how different businesses approached growth. But over time, he wanted something more. He did not just want to advise from the outside. He wanted to own the work more fully. The move in-house felt intimidating. He says that plainly. It was not just a new title. It was a new way of operating. Agency life had taught him pace and range. In-house life demanded depth, patience, and a willingness to listen. At Similarweb, he says, he had to learn from people who were already doing the work at a high level. Sometimes that meant talking less and absorbing more. That mindset stayed with him. Across each step, he seems to have been drawn less by comfort and more by the chance to stretch. He does not frame growth as a smooth climb. He frames it as entering rooms before you feel fully ready, then learning fast once you are inside. Big Themes From the Conversation One of the clearest themes in the conversation was his relationship with discomfort. Chernofsky says the fear never really goes away, and he does not think it should. To him, that tension is part of growth. If you feel completely settled all the time, you may not be pushing yourself enough. He had a striking take on imposter syndrome. He said he does not see it as a syndrome at all. He sees it as real. Every new challenge asks you to do something before you feel fully qualified to do it. In his mind, that is not a warning sign. It is the cost of getting better. Another theme was curiosity without ego. He says you can learn from everybody, both the people you admire and the people you do not naturally connect with. Some people teach by example. Others teach by showing you what not to do. Either way, he believes there is value in paying attention. He is also wary of simple labels. His view of the “full stack marketer” idea is direct: most people are not great at everything. They are strong in some areas, weaker in others, and always still learning. The important part is being honest about that. Know your strengths. Know your gaps. Keep moving anyway. Running through all of it is a sense of fascination. He talks about being energized by things he does not fully know yet. That may be one of the best clues to how he operates. He does not lead with certainty for the sake of appearances. He leads with curiosity, enthusiasm, and a willingness to test ideas in public. Watch CMO Journeys Interview How They Choose the Right Agency Partners When I asked how he thinks about outside partners, his answer was balanced. His natural instinct leans internal. He likes having people close to the brand, living it every day. But he also sees the value of agencies when the match is right. The way he explains it is simple. Internal people bring depth. Agencies bring range. One person may know the business inside and out. An agency can bring multiple perspectives, more category exposure, and lessons from other companies and markets. So the question is not whether one model is better than the other. It is where the value shows up for the work that needs to be done. He used PR as a strong example. Placer.ai has worked with an external agency for years, and he pointed to the benefits clearly. The agency brings a broader market view and experience across multiple interests. But he also pushed back on the idea that bigger always means better. In that case, they did not want the largest shop. They wanted the right one. That idea shaped how he evaluates agencies more broadly. He thinks too many companies ask who did great work for someone else and treat that as enough. He believes the better question is whose model fits what you actually need. Sometimes that is a boutique agency. Sometimes it is a much bigger team. Size does not prove fit. Alignment does. He was just as clear about what gets his attention. Multi-channel outreach can work, he said, but only if the message is strong. Generic outreach does not land. Volume
How Adriana Gil Miner Leads Through Discomfort and Change
Executive: Adriana Gil Miner, Chief Marketing OfficerCompany: PindropIndustry: Digital communications security (fraud, deepfakes, authentication)Company Snapshot: Enterprise platform helping detect deepfakes, prevent fraud, and restore trust across contact centers and virtual meetingsFormat: CMO Journeys Interview Why It Matters Adriana Gil Miner is the kind of marketer who runs toward uncertainty. She’s Chief Marketing Officer at Pindrop, working on a trust problem: when voice and video can be faked, how do people know what’s real? Her story is worth studying because she blends the discipline of data-driven marketing with the power of storytelling. For agencies, she offers a practical view from both sides of the table. Their Path, in Short Gil Miner breaks her career into chapters. The first was early digital marketing, when e-commerce was maturing and measurement was still catching up. At Digitas, she worked with American Express and took over an affiliate program that became the company’s number one acquisition channel. That work also pulled her into product problems — moving communications from old systems into digital. The second chapter was a pivot into brand and storytelling. As user-generated content began to reshape how information spread, she moved to Weber Shandwick and learned what she calls the “incredible power of storytelling.” One client she supported during that period was Tableau. Later, she joined the company and focused on brand building and community — work that also tied into Tableau’s data storytelling and data journalism efforts. Her current chapter merges those worlds: the science of technology and the human craft of narrative, applied in high-growth environments where change is constant. Watch CMO Journeys Interview Big Themes From the Conversation She treats discomfort as proof of growth. Every leap, she says, makes her uncomfortable, and if she isn’t uncomfortable, she isn’t growing. So she builds a career (and a team) around learning fast. She also lives by advice from former Tableau CMO Elisa Fink: “people are the plan.” To Adriana Gil Miner, marketing isn’t a set of tactics. It’s what capable people can build together, especially when the tools and the market keep moving. Pindrop’s Story Pindrop’s work starts with a hard truth: it’s getting harder to trust what you hear and see. Gil Miner says deepfakes aren’t just celebrity headlines. It can take seconds of someone’s voice to generate a convincing fake, and video is getting harder to verify, too. When voice and video can be copied, the usual identity checks stop working. Fraudsters impersonate customers and call retailers to push through refunds — “$20, $30 at a time” — then scale it with bots. It’s not a niche problem: Pindrop’s 2025 Voice Intelligence and Security Report notes retail fraud surged +107% from 2023 to 2024 (reaching 0.79% of calls as confirmed fraud), and the team forecasts it could climb to 1 in every 56 calls. Or they impersonate a family member and drain bank accounts — another channel where phone-based attacks keep rising, with fraud at U.S. banks occurring in 1 out of every 650 calls and up +61% cumulatively since 2020. That pattern is why Pindrop’s work has started showing up in public-facing moments, not just behind-the-scenes security stacks. In this Al Jazeera segment, CEO Vijay Balasubramaniyan breaks down how quickly deepfakes are getting cheaper and more convincing — and why humans are already bad at spotting them. It’s a useful lens on the same trust problem Gil Miner is focused on: when a fake voice can trigger real-world outcomes (from stolen refunds to election misdirection), the “verify first” mindset stops being a nice-to-have and becomes table stakes. How They Choose the Right Agency Partners When she stepped into the CMO role, she says the priority was to “get the message out about the problem.” This is white space — there aren’t “deepfake budgets,” and buyers don’t always have language for what they’re facing. So her job is to “sell the problem” first, because the public needs to understand that “you and I are at risk.” Of course, awareness isn’t the only scoreboard. Leaders still want pipeline, and they still ask for predictability. Her answer is a three-part go-to-market “stool.” One leg is awareness. She talks about showing up inside communities and social channels, plus channels like podcasts and out-of-home that build word of mouth. The second leg is direct pipeline: a strong ABM program that blends outbound SDR work with LinkedIn and digital performance. She adds a line that feels like her whole philosophy: digital is “more like a cat.” When someone is interested, you can catch it. To create momentum, she leans into events because events put “people in front of people.” The third leg is partners. Pindrop is “very partner-heavy,” she says, embedded in platforms like Zoom, Webex, and Microsoft Teams. For her, partners aren’t a checkbox. They expand distribution and selling routes, and she describes increased investment in marketing and selling with them. That operating model shapes how she works with agencies. Internally, her team is lean — about 20 people — organized into brand and community (plus customer marketing), product marketing, and a demand-gen engine that includes integrated campaigns, martech, and events. She’s also restructuring for an AI world, with an initiative to “democratize creative,” where everyone in marketing is expected to be their own writer and designer, supported by tools and training. Externally, she uses agencies, consultants, and fractional talent. She says an outside view helps organizations move faster. But she’s clear about where agency value is going. AI can replace a lot of production, she says. Execution isn’t the differentiator. The differentiator is strategy, clear goals, and the ability to guide transformation — helping teams adapt when old habits break, and when messy realities like legacy data get in the way. So what makes an agency stand out? Understanding. She says her inbox is packed with outreach, and most of it sounds the same. The agencies that win “deeply understand you.” They do real research, bring intelligence, and teach her something. What falls