kevinfarley

VP Marketing. Pipeline over impressions. Demand gen, revenue marketing, AI visibility. Writing about what's actually changing →

[kevinfarley @kevinfarley]

Your brand voice guide is now a technical document.

Same responsibility. Different shape.

What changes in the rewrite:

https://t.co/9Z9Z0ywle4

[kevinfarley @kevinfarley]

The prompt library is becoming a marketing asset.

Most teams are accidentally building one. Almost no team is intentionally managing it.

Five components for a library worth owning:

https://t.co/YbQPsekmHl

[kevinfarley @kevinfarley]

I stopped trusting attribution reports 18 months ago.

The model measures the funnel you can see. In 2026, a meaningful share of funnels start inside an AI tool, invisible to the stack.

The five inputs I watch instead:

https://t.co/Nl4yqpJn1m

[kevinfarley @kevinfarley]

Five marketing roles most affected by AI in 2026, ranked by disruption:

1. Content writer
2. SEO specialist
3. Marketing operations analyst
4. Brand designer
5. Demand generation manager

What each role becomes next:

https://t.co/j0mrd2SdBW

[kevinfarley @kevinfarley]

"How do we know if AI tools are recommending us?"

The honest answer is you do not know unless you check.

The exact audit I run quarterly for financial services clients. Five steps. Six hours. No new vendor:

https://t.co/7PYSi33dEF

[kevinfarley @kevinfarley]

The marketing brief is the wrong tool for 2026.

Not because agencies got better. Because the first reader is now AI. And AI does not need four pages of story. It needs structured input.

The new brief is one page. Three inputs. Full breakdown:

https://t.co/rrbDDsqICz

[kevinfarley @kevinfarley]

Three questions I run on every AI vendor pitch in the first 30 minutes:

1. What part is yours vs. the foundation model
2. Show me a customer who started 6 months ago
3. Governance documentation for our regulator

Wrote up why these three: https://t.co/5mAn6hRDsS

[kevinfarley @kevinfarley]

Got a DM from a non-US core banking provider wanting into US credit unions.

It surfaced a pattern every financial services marketer should watch:

https://t.co/hHg6lzu7Ql

[kevinfarley @kevinfarley]

I asked five AI tools to recommend a credit union.

Four named institutions. None of the marketing teams could explain why.

Three patterns emerged. One playbook came out of it.

https://t.co/A8AKTvL7AK

[kevinfarley @kevinfarley]

I am not a developer.

I shipped a working AI competitive intelligence agent in a week. It is doing real work right now.

The experience changed how I think about every AI vendor pitch I take.

https://t.co/H5mYRGSrWu

[kevinfarley @kevinfarley]

If I were back in the marketing seat at a mid-size credit union or community bank today, I would build three things this quarter.

None of them are a brand refresh.

Wrote it up: https://t.co/ocQi9ErP5s

[kevinfarley @kevinfarley]

The quarterly CI deck is on borrowed time.

Autonomous CI is a different product. Retrospective becomes prospective. Periodic becomes continuous.

New post on building always-on CI for financial services:

https://t.co/CswP4HY9h9

[kevinfarley @kevinfarley]

"What happens when the member is a bot."

A credit union CEO asked me that this year. It's the right question.

Agentic members are coming. They'll be more profitable than you think, if you build for them.

https://t.co/HMTL6qDZ9G

[kevinfarley @kevinfarley]

AI visibility readiness was round one.

Agentic readiness is round two, and most financial institutions aren't measuring it.

Six-dimension framework + the scores I'm seeing in the field:

https://t.co/3YPlNsqv4e

[kevinfarley @kevinfarley]

3 agentic AI pilots every credit union should run in 2026:

1. Strategic alert agent (CEO inbox)
2. Collections triage agent
3. Member service augmentation (internal-facing)

Full breakdown:

https://t.co/mTbfC9h8Xk

[kevinfarley @kevinfarley]

A credit union CEO told me his M&A strategy was "a rumor mill with better PowerPoint."

AI is turning that process from episodic guesswork into continuous matchmaking.

New piece on what's coming for community bank M&A:

https://t.co/J0aLsaQVkb #CreditUnions

[kevinfarley @kevinfarley]

GEO got your bank recommended by AI.

Agentic trust is what gets you chosen when the AI is the one opening the account.

New piece on what comes next after GEO for financial services:

https://t.co/mgG7nGvrel

#AgenticAI #Banking #FinTech

[kevinfarley @kevinfarley]

Only 15% of financial institution websites pass high-reliability AI visibility standards.

27% are invisible to ChatGPT, Perplexity & Google AI Overviews.

316 real audits. The data is out.

Full breakdown → https://t.co/A5QwENl3F6

#GEO #AEO #AISearch #FinancialServices

[kevinfarley @kevinfarley]

93% of AI search sessions end without a click. Your buyer's first impression is now forming inside ChatGPT and Perplexity, not on your website.

New post on what marketing leaders need to know about AI brand visibility, GEO, and AEO.

https://t.co/dh19Vf2Zlp

[kevinfarley @kevinfarley]

Marketing leadership in 2026 demands more than campaign execution.

AI-mediated discovery, signal architecture, and revenue fluency are now table stakes.

New post: https://t.co/tPGAW8I3ZG