B2B marketer with a content DNA | Sr. Marketing manager @Adnovum | Content creator at 💖

I’ve spent the last decade building and scaling B2B marketing engines across sales-led and SaaS companies in cybersecurity, IT, MarTech, and venture building, blending organic growth, product marketing, positioning, and GTM strategy to drive actual pipeline, not just impressions. 

Along the way, I grew a community of 52,000+ business professionals who follow my practical takes on strategic marketing, AI workflows, and organic growth. 

My superpowers:
- Turning complex products into clear, compelling narratives.
- Building integrated campaigns that grow and engage audiences. 
- Thinking in systems, not silos. Picking up new skills with a ton of curiosity. 
- Mentoring and motivating teams. 

Today, I split my time writing and growing The Workflow (my newsletter on AI-powered marketing systems), partnering with MarTech and AI companies, and advising B2B teams on organic growth, product marketing, positioning, and GTM strategy. 

Open to contract work (consulting, advisory & content creation) and full-time opportunities where my skill set can make an impact.

If you want to discuss a collaboration: 📩 lattanzio.sara@gmail.com

Sara Stella Lattanzio

💰How I’d spend my marketing budget in 2026💰
(probably not the way most people expect)

1/ Community

Not (only) to chase LLM recommendations, but to finally get closer to real users and stop letting opinions drive content and product decisions.

2/ AI training for the marketing team

Not to replace people or turn marketers into engineers, but to make good teams operate better: less Frankenstein DYI-tooling, clearer processes, shared knowledge.

3/ A content repurposing engine

Not to be everywhere, but to consistently show up where the audience pays attention. One strong long-form pillar, a few smart seed channels, and an email list you actually own.

4/ A subject-matter expert on the team (part-time)

Not to complicate org charts, but to kill content bottlenecks, bring fresh insights straight from the source, and finally retire “don’t we have a marketing team for that?”

5/ Partnerships

Not just to 10x distribution, but to build an ecosystem where the traditional roles of creators, customers, partners, and resellers start to merge.

TL;DR
All in on relationships, original content, and solid processes, with AI helping us move faster and (occasionally) better.

B2B Marketing Leader & Advisor | Content marketing & GTM | Writing & building @The Workflow | Top 20 🇨🇭 LinkedIn creators

It’s 2026 and you want your organic traffic and clicks back the same way you want your old LinkedIn reach back.

I get it. I miss both too. Unfortunately, neither is coming back.

And that’s fine, because traffic was never the end goal. 
It was just the easiest thing to measure.

What actually changed isn’t “SEO performance”.
It’s search behavior.

👵 The old way (RIP):
Google → blue links → blog → nurture → conversion

👶 The new way:
ChatGPT / Google AI / Reddit / LinkedIn → brand mentioned → brand remembered → direct or branded search → pricing / comparison → conversion

Notice what’s missing?
The clicks you’re still reporting on.

📚 Here’s what content teams are seeing, now confirmed by a Semrush study (1000% worth checking out): https://bit.ly/4jpU9RK

→ Google still drives traffic for 93%, but its monopoly is fading
→ LinkedIn, email, and direct are growing as brand-led channels
→ 57% report declining organic traffic. Only 26% see any revenue impact
→ AI-driven visitors are 4.4× more likely to convert than classic organic traffic

So this isn’t a traffic collapse.
It’s a click collapse.

How to measure content marketing in 2026:
→ Growth in branded search
→ Online visibility BEYOND Google
→ Brand mentions and citations in AI answers
→ Assisted conversions from AI, social, and communities
→ Performance of homepage, pricing, and comparison pages

If your board still asks for traffic, your job this year is to teach them what actually drives revenue.

-
#AIsearch #SEO #SemrushPartner

Brand partnership • B2B Marketing Leader & Advisor | Content marketing & GTM | Writing & building @The Workflow | Top 20 🇨🇭 LinkedIn creators

❓Why are you still measuring your content with clicks❓

I don’t think people realize how often you have to repeat the same thing [over and over and over] to grow...anything really.

We’ve grown The Workflow to 1,100+ subscribers with 6 issues live, and no, it didn’t happen because of one viral post. It happened because we kept repeating ourselves constantly.

⇒ I post about it 1–2 times a week.
⇒ Guests post about it on their accounts.
⇒ Diandra posts about it 1–2 times a week.
⇒ We post 4× a week on our LinkedIn company page.
⇒ I shamelessly plug it in interviews, articles, and websites.
⇒ I pitched it at Christmas dinner to my parents and my cousin.
⇒ The link to subscribe is in our bios, headers, featured sections.

Every post brings a few familiar names from our 85K+ LinkedIn followers onto the list. And not because they didn't get the memo before.

First time? Ignored.
Second? “Already subscribed to enough stuff.”
Third? “Looks good, but I already follow them on LinkedIn.”
Fourth? Clicked. Subscribed. BAM.

Another example:
Only ~20% of readers click on newsletter links.
Which is a sin, considering we drop custom templates and prompts in every issue.

Last week, we repackaged 3 months of prompts into our first Prompt Vault [proof: https://lnkd.in/d3wxEFZQ].
Same content. New format. CTR? 40% (!)

It’s not black magic. It’s saying the same thing 50 times without sounding like a sleazy car saleswoman.

If it’s worth hearing, it’s worth repeating.
...but make it worth hearing first!

Are you still talking about demand generation? Soooo 2021.
2026 is about demand MANIFESTATION 

Here’s how it works:

🕯️  Light some incense
🧘‍♀️ Grab your yoga mat
💎 Wodo-wodo your crystals
💰 and simply manifest the pipeline you want to close this quarter.

Repeat “I’m a lead magnet” three times, and your chances of achieving that will go up by 90%. 

I tested this ritual to manifest being in the same video with some of my favorites [Diandra, Rolf, Nike, Tycho, and Steven].

Here's the proof it REALLY works.

B2B Marketing Leader & Advisor | Organic growth & GTM | Writing & building @The Workflow

Informatik Schaffhausen 

ICT-Sicherheitsbeauftragter

Adnovum

- Designed and organized the cybersecurity event “Cyber Resilience Live” (June 5, 2024 and mainly but not fully responsible for the edition on March 19, 2025).

- Acted as CISO-as-a-Service for a FinTech company in the crypto sector, with the goal of achieving FINMA compliance.

- Developed and continuously improved a ransomware protection service package.

- Implemented an Information Security Management System (ISMS) in accordance with ISO 27001.

- Identified an appropriate approach for adopting a Zero Trust architecture.

- Planned and executed attack simulations, security trainings, and awareness campaigns.

- Designed architectures and infrastructure for both Azure and on-premise environments.

- Conducted various security assessments, including backup infrastructures and firewall configurations (e.g., FortiGate), to strengthen cyber defense.

- Built a malware lab featuring LockBit 3.0 Black Builder, performed darknet research on ransomware groups (using Qubes OS, Whonix, and Tor), developed a “Collaborative SOC” concept, and demonstrated a full-scale cyber attack scenario.

Senior Security Consultant

AT&T

Offer deployment of a virtual network function (VNF) in Microsoft Azure public cloud. It includes writing all necessary documents incl. implementation and testing in an Azure lab. As last, I have created a roadmap that keeps this solution constantly improving, which increases the trust into this offer for customers. After offer release, I am supporting architects creating solutions based on this offer deployment.

Cloud Architect

Responsible to create network architectures for a huge T&T program with the goal to move more than 50’000 user into a cloud. The network architectures are IPv6 ready. As part of my role I am also managing and troubleshooting now and then highly escalated incidents. As of mid 2020 I am the Lead Network Architect.

Migration Network Architect, Lead Network Architect as of mid 2020.

1st March 2018:
I started working as a Network Security Architect within a Pre-Sales team, dedicated to a huge customer with over 100'000 employees.

1st April 2018 as a Cloud Architect:
Working on an architecture proposal of a next generation firewall high availability solution based on Fortinet Fortigates within Microsoft Azure. As part of a proof of concept, I am implementing the proposed solution and test it out if it works as designed. The solution is based on just recently developed features. 
As a positive result of the PoC, the customer has asked for 3 POs, one for single region implementation, one for dual region and one for application migration into Azure.

1st June 2018:
I have been transitioned to AT&T Global Services Switzerland GmbH. As of April 2001 I have not changed the company, actively from my side.

Network Security Architect / Pre-Sales

DXC Technology

In my role as Chief Network Architect, I am responsible to create network architectures of the Secure Swiss Cloud but also network architectures for customers within and outside of the Secure Swiss Cloud.
The network designs contains network modules like LAN, WLAN, WAN Access Links, DC Network, Wireless, Landing Zone, Network Security (DMZ Zoning, Internet Access, Reverse and Webproxy, NIPS,  NAC, Traffic Management and Load Balancing, WAF, FW)
"CSC and the Enterprise Services Division of Hewlett Packard Enterprise merged (HPE) and formed DXC Technology Company. January 2017, all Swiss employees were transfered to EntServ Schweiz Gmbh. April 2017, all EntServ employees started to work for DXC Technology"

DXC has moved all their network personnel to AT&T and signed an outsourcing contract with them. Again, without interaction, I was transferred from DXC to AT&T.

Chief Network Architect

Hewlett Packard Enterprise

In my role as a Technical Consultant / Network Architect, I have been engaged in a sales pursuit in summer/autumn 2016 for a new banking customer in Switzerland, which has lead to a successful end and the customer signed the contract with HPE. Now, on that new account, I am designing network solutions within the Swiss Cloud, around and also independently of it as part of the T&T project.
The network designs contains network modules like LAN, WLAN, WAN Access Links, DC Network, Landing Zone, Network Security (DMZ Zoning, Internet Access, Reverse and Webproxy, NIPS, Traffic Management and Load Balancing, WAF, FW)

HPE merged their outsourcing business unit with CSC, that's how DXC was born. With no interaction, I was moved from HPE to DXC.

Technical Consultant / Network Architect

Network Technical Consultant / Account Network Architect, dedicated to a customer with over 35'000 employees responsible to create a roadmap, design network solutions, planning and presentation of complex network environments around "Employee Internet Access", "Demilitarized Zone (DMZ), DC LAN Perimeter and Enterprise Cloud.
Spring 2014 till autumn 2016, I have been designing a Managed Private Cloud (MPC) architecture from a network and security point of view, which implementation and move to production is completed. 
Summer/autumn 2016 I have been involved in a successful sales pursuit for a new banking customer that likes to migrate into a cloud in Switzerland. The pursuit contains network modules like LAN, WLAN, WAN Access Links, DC Network, Network Security (DMZ Zoning, Internet Access, Reverse and Webproxy, NIPS, Traffic Management and Load Balancing, WAF, FW).
Now, I am involved in the T&T project for that new customer.

Account Network Architect part of CTO

Hewlett-Packard

Network Technical Consultant / Account Network Architect, dedicated to a customer with over 35'000 employees responsible to create a roadmap, design network solutions, planning and presentation of complex network environments around "Employee Internet Access", "Demilitarized Zone (DMZ), DC LAN Perimeter and Enterprise Cloud. The last 2 years I have been designing a Managed Private Cloud architecture from a network and security point of view, which implementation and move to production is about to be completed.

HP was split into a consumer and enterprise market, that's how I end up in HPE. I was moved from HP to HPE with no interaction.

Technical Consultant / Account Network Architect part of CTO

Network Service Manager for dedicated customer (over 25'000 employees) service "Employee Internet Access", "Demilitarized Zone (DMZ) and DC LAN Perimeter in EMEA and US. ITIL/ITSM based service delivery. Team lead of dedicated virtual customer network and network security service team.
Main contact for other ITO teams for network related questions/escalations/problems

Client Capability Lead (Service Manager), Global Delivery Lead

Project Manager Network for a huge and innovative transition/transformation customer project. A worldwide distributed IT infrastructure of a large customer (over 21'000 users) had to be centralized and migrated to an HP "Next Generation Data Center (NGDC)" in France and the operations delivered as "Adaptive Infrastructure as a Service (AIS)"

http://h71028.www7.hp.com/enterprise/cache/483409-0-0-0-121.html?/jumpid=go/ai

Project Manager Network

Position. 2/3 Level Internetworking Support, Operation Lead (3000 Users, 50+ Locations world wide)
Technologies: Routing (LL, OSPF, Frame Relay, EIGRP), Switching

Position: Network IPM
Project: LAN Implementation (1’000 Users)

Position: Network Implementation Project Manager (IPM)
Project: LAN Data Centre Centralisation/Implementation (30’000 Users)
Technologies: Switching (MST, VTP, HSRP, EtherChannel), Loadbalancing (CSS 11506), Routing (Static, OSPF), Dial (ISDN), Security (IOS, FW, VPN)

Position: Network Technical Lead + IPM (3’000 Users)
Project: Different LAN/WAN and FW Implementations

Position: Network TL and IPM
Project: Data Centre LAN and FW

Network TL and IPM for Global Data Centre

Position: Network Implementation Project Manager (IPM), Network Technical Lead (TL)
Project: Customer Access to HP and Staging Data Centre LAN

Network Project and Implementation Manager, Technical Lead, Operations Lead

Compaq Computer Corporation

Position: 2/3 Level Internetworking Support
Technologies: EIGRP, HSRP, Frame Relay, OSPF, Firewall (Cisco PIX)

Position: Operation Lead (450 Users)
Technologies: LAN, WAN, Access, Security, MRTG

Compaq was acquired by HP the same year, I joined. I was moved from Compaq to HP with no interaction.

Network Engineer

Allcom

Project: Staging
Devices: Cisco Switches (Cat.4000, Cat 6500, 2948G, 2980G) and Routers (2600).

Allcom / AI&S went bankrupt and I got an employment contract from my clients. Whereby I accepted the one from Compaq.

AIS&S

Position: 2nd/3rd Level Internetworking Support
Operation Lead (3000 Users, 50+ Locations world wide),
Technologies: Routing (Leased Line, OSPF, Frame Relay, EIGRP) Switching, HSRP, Firewall (Cisco Pix)

Position: 1st Level Support
Project: NOK Support & Monitoring
Technologies: DWDM, MPLS, Dial In, ATM
Tools: CiscoWorks2000, HPOpenview, WhatsUp Gold, WaveIQ, MRTG

Allcom / AI&S went bankrupt and I got an employment contract from my clients. Whereby I accepted the one from Compaq.

Als ICT-Sicherheitsbeauftragter übernehme ich die Verantwortung für eine stetige, risikobasierte Verbesserung der Informationssicherheit in unserer Organisation. Ich schlage eine Brücke zwischen technischen, organisatorischen und strategischen Aspekten der Cybersicherheit – stets mit dem Ziel, komplexe Herausforderungen zu vereinfachen und effektive, nachhaltige Lösungen zu schaffen, die eine geschäftliche Entwicklung ermöglichen.

With Adnovum, I helped organizations protect themselves from and prepare for ransomware attacks. I improved their security posture, strengthened their lines of defense, and ensured they were ready to face such cybersecurity disasters.

During my time as an Compaq/HP/HPE/DXC/AT&T (= counted as one employer) employee, I have lead a 3rd level operations team made of up to 15 network and security engineers responsible for over 30'000 users. I went through myself the steps from monitoring to 1st, 2nd, 3rd level support.

Over those 20 years, I gained experience in programs for infrastructure consolidation, IT as a service, automated IT (all 3 programs worth of € 1 billion), managed private cloud, and Azure public cloud.
I had roles such as System Engineer, Technical Lead, Consultant, Project Manager, Service Manager, and Architect, always within the network and security area.

My clients and work colleagues describe me as someone with high customer orientation, analytical thinking, enthusiasm, creativity, and foresight. MBTI personality type: ENTJ.

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