When you're confident you've maxed out efficiency on those channels, it's time to lay the groundwork for performance branding.

For one, embrace experimentation. In a landscape where formal support is disappearing, women must often create their own opportunities.

Look around the room you're in: Are your customers represented throughout every stage of the process?

In today's crowded landscape, where people are bombarded with content 24/7, "safe" is just another word for forgettable.

We're not just fighting fraud anymore -- we're fighting over fraud. And in the process, we're losing something just as critical: credibility.

For one, leverage hyper-relevant email & digital marketing.

One suggestion: Create new revenue sources. Downturns force teams to think differently and get creative.

For one, emphasize quality. Moms spend time researching products before their purchase.

For one, meet your audience where they are. Besides B2B staple LinkedIn, consider Bluesky.

With every new layer of optimization, something slips. The signal gets filtered. The intent gets diluted. And the human gets lost.