When someone clicks your ad and the experience falls apart, perfect attribution data doesn't save you. Paula Mantle, VP of Marketing at Branch, has watched this play out across a decade in tech where she learned that most purchase decisions are made long before anyone reaches for a bottle.
Paula brings that lens to how AI is reshaping discovery, why the "more content" era of AI produced mostly noise, and what marketers actually need to do now. In this episode: why linking infrastructure beats tactical channel thinking, what a recent rebrand at Branch taught her about consistency as a competitive asset, and why curiosity is the only skill with a long shelf life right now.
3 Takeaways:
Treat linking as infrastructure, not a tactic.
Consistency is what feeds AI — and what builds recognition.
Measurement precision is overvalued when the experience it's measuring is broken.
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Chapters:
[00:18] AI shifts discovery
[01:54] Signals and intent
[02:56] Intent beyond channels
[03:56] Rebrand consistency playbook
[07:59] Curiosity as core skill
[09:48] Who to follow now
[11:31] MarTech hot take
About the Guest: Paula Mantle, VP of Marketing at Branch, a leading linking and measurement partner for retailers, enterprises and everything in-between. With over 15 years of experience leading multi-channel marketing efforts, Paula takes pride in building and executing creative marketing that informs and educates.
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