Yannick Khayati

Founder / Validation Lead

Say ‘hi’ to Cosmos Collective, where experimentation meets innovation. We help innovation teams tackling all their assumptions via rapid experimentation. 

We developed an approach that allows us to test any business idea or concept within a period of 3 months. 

The 🔑 is finding the right sequence of experiments in order to test (read: tackle) all your riskiest assumptions asap. 

In our track, the user / customer is centralized. We take your idea outside of the corporate walls & turn it into real-market data asap. 

Are you ready to jump on the validation train? 🚄

Full house for another AI Agent for Marketers Masterclass. 🚀

We're teaching AI Agents for different marketing purposes in 3 different (levels of) tools: 

1️⃣ EASY: Content repurposing agent via Relevance AI
2️⃣ MEDIUM: Building a marketing assistant that does research etc through n8n
3️⃣ HARD: A lead generation agent with Claude Code

But more importantly, we provide a reusable and repeatable framework to build an agent for (almost) all of your use cases. 

Step-by-step explanation & demo's. 

DM me if you want more info about upcoming dates.

Yannick  Khayati

Organizing the biggest AI conference for marketers in Belgium.

"Who do you follow in AI x Marketing to stay ahead of the curve?"

This is the number one question people ask me after every masterclass.

It makes sense. LinkedIn is currently filled with clickbait and AI bros. Finding signal in the noise is almost a full-time job.

I did that job for you.

The image below contains the specific voices, newsletters, and builders I actually trust. They only share valuable & actionable tips regarding AI x marketing. 

Save the image and start curating your feed. 

If you are ready to move from "following" to "implementing," I can help.

We go deep on this in the AI Agent Masterclass.

DM me if you want more info, the next one is on March 11.

RIP static lead magnets 🪦

Last week, we hosted another video shoot to create promo material for our upcoming webinars (5 of them 🤯).

Here is a sneak peek of one of the videos where we hosted a funeral for the lead magnet. Someone told me that advertising videos need to be a little cringe, right? 

Anyway, we're hosting a session where we teach you to build interactive lead magnets with AI, without any technical knowledge required. 

You can already sign up via the link here => https://lnkd.in/eNkhFm9P 

More webinars (and cringe videos) are coming your way really soon.

Webinar - Creating interactive lead magnets with Lovable, Google AI studio & Claude.

Free, live & you actually build something.

That's the pitch for our next 3 webinars on AI for marketers.

When was the last time you left a webinar with something actually built?

We run it differently. You follow along, you create live, you walk away with a working tool or asset in your hands.

3 free sessions coming up on AI for marketers. Spots are limited (why is hosting webinars so expensive btw? 😂)

March 24 - Building your own marketing tools with AI  - https://lnkd.in/eK39cxuG 

April 7 - 5 must have AI skills to stay relevant as a marketer - https://lnkd.in/eWjB87-X

April 28 - Creating interactive lead magnets using AI - https://lnkd.in/eNkhFm9P

Hey you! You know who you are. 

Comment 'guilty' to receive this starter pack.

This is not a roast. This is a mirror.

AI for Marketers Day 2026 is officially less than 3 months away.

We sold nearly half the tickets in two weeks after announcing the event. 

I am grateful for the support. 🙏🫶

But this pace signals something specific about the market. Marketers are not buying tickets because they enjoy conferences (or maybe a little 🥳). They are buying because they are overwhelmed. 

AI is moving fast. The noise is driving us crazy. 

You do not need more tools. You need a filter. 

On May 28 in Mechelen, we are providing that filter. 32 speakers. 4 stages. 

You build your own agenda based on the questions & challenges you have. 

Here are some of the interesting topics we are covering:

Maxime Verstrepen will explain what happens to the IP of the assets you create with AI. 
Nick Van Walleghem will teach you how to build your own marketing assistants with Clawbot. 
Jean Bonnenfant is showing us what growth marketing is like in the age of AI. 
Vince Buyssens is showing us how they build their own marketing tools at Loop, using AI. 
...

The Early Bird rate is €299, but prices might increase soon.

Lock in your 200 euro discount via https://lnkd.in/eGqHgYwa

AI is impacting marketing, period. 

Michael Humblet called me with a proposition.

He wanted to co-host a session on the future of B2B content.
I didn't hesitate: "Yes!"

Here is why this matters right now:

The barrier to create (B2B) content is almost zero.
That means the volume of noise is endless.

If you are just using AI to write posts, you are already behind.

We need to talk about adaptation.
We need to talk about what happens when custom tool costs collapse and everyone creates their own toolstack.

We are going live on March 13.

Come hang out with us and fix your B2B content strategy.

Link in the comments.

Agents don't replace marketers. They replace the work marketers hate doing.

Most marketers are still doing manually what agents can do on autopilot.

Heavy lifting 🏋️

Not because they don't believe in AI. Because they don't know where to start.

Here are the 6 agents I'd build first if I were starting from scratch today:

1️⃣ Research Agent - tracks competitors, handles social listening, ...
2️⃣ Reporting Agent - turns data into decks & live reports with AI insights automatically.
3️⃣ Content Agent - keeps your articles ranking without touching them, also great for updating outdated blogs automatically. 
4️⃣ Social Media Agent - schedules, repurposes, ...
5️⃣ Lead Scoring Agent - personalizes follow-ups at 1:1 scale (I love this for my webinars).
6️⃣ Campaign Ideation Agent - connects performance data to new ideas.

The stack isn't the hard part. Knowing what problem to point each agent at is.

That's exactly what we cover in our next AI Agent Masterclass for Marketers.

If you want to leave with a working agent setup (not just slides and theory), the next dates are May 21 & June 10, DM for more info. 🎯

BINGO! 

How many can you check off?

Most companies aren't slow on AI because of technology.

They're slow because of politics, fear, and processes designed to delay decisions.

The AI taskforce that never ships anything. 
The legal review that takes 6 months. 
Your colleagues all using any LLM (expect Copilot) with their private email.
You adding confidential company data in your private GPT. 
... 

Sounds familiar?

Tag someone who got BINGO 👇

My friends staged an intervention. I turned it into a webinar.

AI was supposed to give us more free time. Instead I'm building till midnight daily. 

Testing tools nobody asked for, and explaining prompts at the dinner table.

The trap is real. More power, more possibilities, more stuff you feel like you have to build.

The good news? If you want to learn how to actually build your own marketing tools with AI - without losing your mind in the process - join me and Nick Van Walleghem live tomorrow.

🎙 Building your own marketing tools with AI 
📅 Tuesday March 24 | 12:00-13:00 CET 
https://lnkd.in/eK39cxuG

Massive thanks to Yeni, Ken & Peter for the class acting. 🫶

A CMO & CEO. Dedicated to driving growth and promoting innovative marketing for businesses with bold goals

With over 20 years of experience in digital marketing, I excel at crafting high-impact strategies that drive growth and success for well-known brands. My unique blend of technical expertise, extensive management experience, and real-world business acumen make me an invaluable asset to any project.

Having served as the CEO of Blue Thirst, I led my team to achieve prestigious industry certifications, and I've masterminded innovative marketing strategies for renowned brands.

🔸 Proven success in delivering multi-million-pound revenue streams
🔸 Extensive experience in managing and developing high-performing teams
🔸 Demonstrated ability to drive growth and innovation in various sectors

Martin McAndrew

Most ad accounts leak budget quietly.

When we review Google Ads or Meta accounts at Blue Thirst, the issue is rarely one obvious mistake. It is usually a collection of small inefficiencies.
Each one looks harmless on its own.

Campaign overlap.
Keywords competing in the same auctions.
Audiences fighting each other across campaigns.
None of these look dramatic inside the dashboard, but together they quietly drain budget every day.

Think of a pipe slowly leaking coins.
At first the drip feels insignificant.
But over time the bucket underneath fills with money that should never have left the system.

Better performance usually comes from fixing the structure before increasing the budget.

What is the most surprising inefficiency you have ever discovered in an ad account?

 #DigitalMarketing #B2B #saas #leadership #technology

Scaling spend is easy. Scaling profit is not.

A lot of paid media accounts can take more budget. That part is rarely the issue. The harder part is keeping efficiency, margin, and conversion rate stable while delivery expands.

This is where teams get caught out. Platform performance can still look acceptable while the economics underneath start weakening. CPCs rise a bit, conversion rate softens a bit, new customer quality drifts a bit, and suddenly the extra revenue is carrying less actual value. The account is bigger, but the business is not necessarily stronger. Scale without control usually shows up later in profit, not immediately in spend.

It is a bit like pushing a throttle lever forward while the profit gauge drops. Everything looks like it is accelerating. The system is doing exactly what you asked. It is just no longer moving in the direction that matters most.
The real job in growth is not increasing spend. It is knowing how far the account can go before margin starts to break, then building the structure to push that limit further.

How does your team decide whether growth is actually profitable growth?
#DigitalMarketing #B2B #saas #leadership #future

Most ecommerce companies think scaling paid media is about budget.

It isn’t.
It is about judgement.

Platforms have automated almost everything that used to be mechanical.
Bidding.
Placement selection.
Audience expansion.
Even parts of creative testing.

What is left is the part that is hardest to hire.

Strategy.

Knowing when to push spend and when to hold back.
Understanding margin pressure before it shows up in the dashboard.
Seeing signal changes before the platform reacts to them.

That level of thinking is rare.

The uncomfortable reality for many scaling ecommerce brands is this:

You are not competing for traffic.
You are competing for talent that knows what to do with it.

And the supply of genuinely strong paid media strategists is tiny.

Most teams are full of people who know how to operate platforms.

Very few know how to run growth.

The difference shows up when budgets increase.

Average operators scale spend.
Strong strategists scale profit.

That gap becomes painfully visible once you pass seven figures in revenue.

Which raises a harder leadership question.

If the talent pool is this small, the real advantage is not just hiring well.

It is building systems that allow the few great people you do find to make better decisions, faster.

Because the companies that win in the next phase of digital will not simply have larger marketing teams.

They will have better judgement per pound spent.

#digitalmarketing #marketing #ppc

Most ad accounts are built upside down.

When we review large Google Ads accounts, the same pattern appears again and again.
Campaigns, budgets and automation are running at full speed, but the underlying measurement structure is weak.

The order is wrong.

Strong accounts are built from the ground up.
Conversion tracking, event quality, and signal integrity come first. Only then should campaign structure and bidding strategies be layered on top.

When that foundation is missing, optimisation becomes guesswork.
The platform still spends money. It just learns from bad signals.

It is similar to constructing a house by starting with the roof.
Everything above looks impressive for a while, but the structure underneath cannot support it.

In paid media, the foundation is always data.

Before increasing budgets, it is worth asking one simple question.

Is this account built on solid ground?

How often do you see this when reviewing ad accounts?

#DigitalMarketing #GoogleAds #B2B #SaaS #Technology

AI did not kill creativity. It made differentiation harder.


When anyone can produce content quickly, the real strategy is standing out, not just scaling up. If your brand looks like everyone else, you're invisible. The future of creativity is not just what you make—it's how you differentiate when the tools are shared.

#CreativityStrategy #AIInMarketing #Differentiation #BrandPositioning #ContentStrategy

Most ad accounts scale spend like an open pipe.
Very few install the valve.

Google Ads and Meta Ads are designed to increase flow.

When the system finds conversions, it pushes harder.
More auctions.
More impressions.
More spend.

Left unchecked, the pipe simply opens wider.

Revenue increases.
Budgets expand.
ROAS often looks stable on the surface.

But the system cannot see the economics behind the sale.

A high margin order and a low margin order look identical to the algorithm if the signal is just revenue.

So the platforms keep doing exactly what they are built to do.

Increase the flow.

Over time the mix shifts.

Lower margin products receive more exposure.
Discount driven conversions dominate the signal.
Customer acquisition becomes progressively more expensive to sustain.

Nothing is technically broken.

The system is simply optimising the objective it was given.

This is why profitable scale requires a valve.

Margin guardrails that sit upstream of bidding decisions.

Profit weighted conversion values.
Feed exclusions when contribution margin collapses.
Value based bidding aligned to product economics.

Because the platforms optimise extremely well.

The real question is whether we are controlling the flow.

#GoogleAds #MetaAds #PerformanceMarketing #EcommerceGrowth #DigitalStrategy

More data does not mean better measurement.

As automation expands across marketing platforms, something subtle starts to happen.

Signal quality declines.

More events are captured.
More dashboards are created.
More numbers move across the screen.

But the underlying signal becomes diluted.

When everything is measured, nothing is clearly understood.

Automation systems depend on clean signals.
They learn from patterns.
If the data is noisy, the decisions become noisy too.

This is the constraint most teams miss.

The future problem in marketing is not access to data.
It is the ability to protect signal quality.

Fewer events.
Stronger definitions.
Cleaner inputs.

Precision will outperform volume.

Because when the signal is clear, the system can actually learn.

#DigitalMarketing #Measurement #MarketingData #GrowthStrategy #MarketingOperations

Privacy used to be treated as a legal checkbox.

Something handled after the marketing systems were already running.

That approach is starting to break.

Regulators are increasing enforcement around how customer data is collected, stored, and used. At the same time platforms are reducing the amount of third-party data available to advertisers.

The result is a quiet shift in advantage.

Companies with strong first-party data systems can still move quickly. Their signals are clearer, their measurement is stronger, and their decisions are grounded in data they actually control.

Companies that relied on borrowed data are starting to feel friction. Attribution becomes weaker. Targeting becomes less reliable. Optimisation slows down.

Privacy enforcement is not just a compliance pressure.

It is becoming a competitive filter.

Clean consent structures.
Well managed customer data.
Clear governance over how information flows through the organisation.

These things used to be considered operational overhead.

Now they determine who gets access to the signals that drive modern marketing performance.

Privacy used to be compliance.

Now it’s access.

#DigitalMarketing #DataStrategy #Privacy #FirstPartyData #MarketingStrategy

Google is dimming the search lights.

For years search marketers relied on query visibility to understand intent and control waste. That view is becoming weaker as more of the search process moves behind the platform wall.

The issue is not that automation is bad. The issue is that judgement depends on signal. When less search data is visible it becomes harder to see where intent is shifting, where inefficiencies sit, and where budget quietly leaks.
It is similar to landing aircraft as the runway lights slowly fade. Planes still land and the system still appears to function.

But every decision becomes slightly harder and the margin for error becomes smaller.

The practical response is building stronger first party data and tighter decision systems so less depends on what the platform decides to show.
How are teams adapting as search visibility keeps shrinking?

#DigitalMarketing #B2B #saas #leadership #future

More campaigns does not mean more growth.

A lot of marketing teams feel productive because the machine is always running. More campaigns. More creative. More tests. More reporting. More platform activity.

But activity is not the same as progress. In a lot of accounts, extra campaigns create overlap, duplicate learning, split budgets, and make decision-making slower rather than sharper. The team feels busy, but the commercial outcome barely moves. That usually points to a strategy problem, not a workload problem.

It is a bit like watching a room full of gears spinning at full speed while the progress meter stays at zero. Everything looks impressive. Everything sounds active. But the system is not actually taking you anywhere.
The real question is not how much your team is doing. It is whether the work is compounding into better results.

How often do marketing teams mistake movement for momentum?

#DigitalMarketing #B2B #leadership #saas #future

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The Battle

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Martin McAndrew

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The Battle

Yannick Khayati

Martin McAndrew

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Yannick Khayati's LinkedIn Performance

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Performance ScoreYannick Khayati's LinkedIn Performance