Emilia Korczynska

Userpilot

VP of Marketing

Doing all it takes to get more Product People over the code barrier with our code-free Product Adoption, Marketing & Experimentation Platform:  
Designing, developing and implementing a marketing strategy that ensures higher visibility 
Leading our stellar content team 
Implementing and driving a paid ads strategy to diversify customer acquisition. 
Driving funnel growth
Implementing an email marketing strategy 
Identifing and testing new acquisition channels
Overseeing, training, and coaching team members

Head Of Marketing

Managing content operations for a fast-growing B2B SaaS company - Product Experimentation and Marketing Tool for Product Teams: 
- Content planning, SOP development, SEO keyword research and topic ideation 
- Content editing and creation (blogs, website copy, social media content, ebooks, landing pages) 
- Community building (esp. Facebook - growing Product Growth & Retention Group, and LinkedIn) 
- Partnership management (guest posting, co-promotion)
- Writing weekly newsletters and developing email marketing workflows
- Organizing Product Drive - an annual online conference for Product People  (first edition: 2200+ participants)
- Data Analysis and Reporting (Google Analytics)

Marketing Manager

Wisemont Language Services

Boutique language agency helping SMEs sell more through great content on international markets

- Content marketing: translating, localisation and copywriting of SEO blog content, articles, website copy, newsletters etc. 
- International Social Media management 

Responsibilities:
- Developing and marketing new service packages and new in-formation products 
- Supervising development of content marketing strategies and SEO content for our clients that bring results – e.g.  ranking on 1st page in Google for competitive keywords, growing Twitter following to 3500 in 4 months

Owner

Postfity.com

- Helping more startups and small businesses hear about the most affordable social media scheduler designed specially for SMBs through: 
- creating a documented content marketing strategy, planning paid and organic marketing activities (content resharing, social media listening using Brand24, email marketing), setting and monitoring KPIs, measuring results using Google Analytics and Social Media Insights 
- hiring and managing marketing professionals: Social Media Managers, Copywriters, Facebook Ads Specialists, Google Ads Experts, Graphic Designers
- setting up and optimising email marketing drip campaigns
- doing Competition and Keyword Research, optimising blog content for search engines, creating new blog content optimised for low-difficulty keywords
- A/B testing Facebook ad campaigns
-  managing the marketing budget

Marketing Strategist

Find in China

Find in China is an online directory of local services, venues and events on a map in English designed for the expat population in China. Together with other local websites for expats we are creating the largest database of information and socialising opportunities for foreigners in China, as well as  a nationwide discount card. [Acquired October 2018] 
Responsibilities:
- Designing a web-app - map-based directory of venues, ser-vices and events in China
- Front-end project management – liaising with the front-end developer to produce the desired results in terms of design, functionality and user-experience, and with the back-end pro-ject manager 
- Business development and general management -  searching for joint ventures and collaborations to grow our database of point of sales and events quickly (we launched with over 1000 POSs across China), social media marketing

Co-Founder and CEO

Birmingham City University

Leading an in-country presessional course for students of Nanjing University of Science and Technology 
Teaching Academic Study Skills

ICP Visiting Lecturer

Swansea University

Teaching (Polish) Translation and Interpreting MA students:
- Module: Advanced Translation) 
- Module: Public Service Interpreting: Local Government Option
Supervision: Translator's Tools 
Material, test and examinations development

Part-time Translation and Interpreting Tutor

Runner's Delight

Runner's Delight was an innovative brand of functional porridge designed especially for runners. 
Responsibilities: 
- Designing and launching a sports nutrition product for runners
- Assisting in branding, social media and influencer marketing

Co-Founder and product manager

PayPal

EMEA Collections Specialist

Stream Universe TV

- managing relations with contributors: 
- contacting influential bloggers attracting large numbers of followers with commissions for film / TV series reviews and content writing;
- providing writers with updates on new releases, writing opportunities, etc.
- keeping  submission deadlines

Account Manager

The Cambridge Student

- writing a weekly series of satirical columns

Columnist

Passionate about SaaS product growth, and both the pre-sign up and post-sign up marketing. Talk to me about improving your acquisition, activation and retention strategy. 


I went through my “saved” folder today and realised a) there’s a clear shift in Linkedin ads going on, as most LinkedIn ads experts are saying very similar things b) most of the posts I’ve saved lately came from the same 7 people. Do yourself a favour and give them a follow:

👉 Tim Davidson - founder at B2B Rizz, a boutique LinkedIn ads consultancy for ABM for B2B SaaS
👉 Gabriel Ehrlich - founder of Remotion, a LinkedIn ads agency
👉  Philip Ilic - founder of KiiN, a LinkedIn ads agency
👉 Ali Yildirim🌲 - co-founder of Understory, end-to-end growth agency for B2B tech companies, but focusing heavily on paid media (not only LinkedIn ads but also Google Ads)
👉 Maximilian Herczeg - LinkedIn Strategy & Ads for established B2B brands & founder-led companies, worked at LinkedIn for over 2 years (sadly writes in German, and I thought I'd never have to read German again 😝) 
👉 Ivan Falco - Head of Growth at Cold IQ - a GTM agency for B2B SaaS that uses LinkedIn ads to drive pipeline through inbound-led outbound

These are the people I’ve learned practically everything I know about LinkedIn Ads* from (and ofc, our own Siddhesh, but he never posts anything!). Some of them I've worked with as consultants before, some I'm planning to, some have very generously spend hours with me giving me feedback & reviewing our ad account 🙏 this is the little I can do in return. 

If I forgot to include anyone here - blame it on LinkedIn algos, I'm not seeing your posts 😉 Also - where are women posting about LinkedIn ads? 🤔) 

Here’s what I’ve learned from them in the last month (or so):

1️⃣ Thought Leader Ads (TLAs) are the hottest ad format

- Use your best organic posts with a clear monetization logic as ads.
- Aim them at the right list (ICP, buyers, and their influencers).
- Add a simple CTA link so the folks you target actually *go* somewhere (should be relevant to their stage - COLD: resources; WARM/HOT: audit/offer) 

2️⃣  TOFU–MOFU–BOFU is basically dead

 Nobody’s buying (in) "funnels" anymore. The new model is brutally simple:
COLD = trust-building (zero-click content, POV posts, case studies)
WARM = activation (retargeting, DM/convo ads, offers).


3️⃣  LinkedIn ads ≠ ABM. You need the rest of the GTM system.
 Ivan, Tim & Justin talk a lot about what happens after the click:
Retarget engaged accounts
Pipe signals into Clay / outbound
Make sure email, SDRs and content are all aligned (I know, I know, we all hate the word - but it's true. Better still - replace initial manual outreach with automated outbound)


 *I’m really bad at institutional learning (maybe because I was home schooled for the first 2 years of my education) and I most of the courses I’ve bought I haven’t finished. But why buy courses when you can learn so much for free here in a bite sized format (sometimes even while watching brain rot at the same time, right Tim Davidson 😅)?

VP of Marketing @Userpilot. Author @ Product Rantz.

Every marketer will tell you the same thing “We have enough data. We don’t have enough insights.” Especially at the end of the year, when we’re all going into “reporting mode” - we’re drowning in data and desperately trying to make sense of it, to plan our 2026 budgets. 

AI should change that. 

This is why I’m so proud that Michal Jackowski is launching Zena - LinkedIn Ads AI Analyst today on Product Hunt - please check out the launch here: https://zenabm.com/ph

Zena answers all your questions about your LinkedIn Ads performance, your ABM campaigns, your target companies’ engagements with your ads *AND* the impact of your campaigns on revenue and pipeline. 

TL;DR - my husband has been working very hard on making it happen for almost a year, and I’ve been the harshest critic ;D I rarely like anything he does that doesn’t involve pasta - and I wouldn’t be sharing this launch with you if I didn’t think this is a game changer for reporting on ABM Campaign performance through LinkedIn ads. I’ve been feeling all the pain of doing this manually myself and this product is made of my tears (proverbially, of course :D) 

How does it work? Zena combines data from 30+ LinkedIn ads API endpoints with data from your CRM, and processed data from ZenABM (that already combines all the above data sources into one single source of truth, and calculates account engagement scores, ABM stages etc.) 

Here are the types of questions you can ask Zena about your LinkedIn ad and ABM performance data: 

 🟢 Ask Zena about your top performing ads, and ad formats - which had the highest number of clicks & CTR. 
🟢  Ask Zena to get you a list of your most engaged companies in different timeframes by clicks, impressions etc. AND by inventory type (image, TLA, chat).
🟢 Ask Zena which of your ad campaigns are driving pipeline, and which are only wasting budget. 
🟢  Ask Zena about the impact of your ABM campaigns on your funnel and TAM - how companies you’re targetting moved stages month over month, how much you’ve spent on them etc.
🟢  Ask Zena which of your ABM campaigns (and LinkedIn Campaigns) had the highest impact on revenue e.g. this vs. last month. 
🟢  Ask Zena about your ICP’s engagements - which job titles engaged most with your campaigns - month by month.

Getting all these questions answered just by looking at LinkedIn Campaign’s Manager or my Hubspot dashboards would take me ages - now I can get them answered in seconds, with beautiful reports generated by Zena.  

P.S. You can try Zena for free - you get 10 chats with Zena in ZenABM’s free trial - perfect for your end of the year reporting.

I saw in recent Kyle Poyar’s post (from a survey done with Maja Voje!) that intent-based outbound is the 2nd biggest bet marketing teams want to take in 2026. I'm not surprised - we already took this bet in H2 2025 (for once, I'm not late to the party 😅) and can share ‘early reviews’. 

Let me tell you…it’s not easy. In the last couple of months, since we started this “signal based outbound”, our new “BDR team of 0 (ZERO)” opened only low 6 figures in pipeline. That’s a bit disappointing, but we’ve only reached ~ 10% of our operational capacity (will explain why below). 

But perhaps more interestingly - it was also more than a team of 4-5 BDRs sometimes did in ‘slower months’. And the cost of running this op, relatively - is significantly lower: 
 
⚫ $852.8 - Clay - our key orchestration engine, we push all our CRM contact & company data there (which is the most precious source of signals…especially those high intent inbound signals like sales touchpoint, high intent pam) & use various APIs there (like Builtwith and Apify) to collect 3-rd party signals about technologies used, new job postings, and new executives starting their jobs (a common buying trigger). We also use OpenAI API in Clay for actually generating personalised messages in 
⚫ $501 - Heyreach - for LinkedIn automation 
⚫ $94.00 - Smartlead - for email automation
⚫ $0 for ZenABM - fetching signals from LinkedIn ads engagements (by specific campaigns = intent signal) & deanonymizing high and mid intent page visitors with LinkedIn Text retargeting ads - pushing that into Hubspot & Clay
⚫ $0 for Vector & RB2B - currently using free plans for de-anonymizing certain key page website visitors 
~ $100 for domains & inboxes
~<$50 Open AI token usage 

Total = $1,597.80 per month - you could not hire a single BDR for this. The mastermind behind this & only full time hire working on executing this is our rockstar GTM engineer. 

This operation has the capacity to send tens of thousands of personalised emails and ~ 3,000 Linkedin messages. 

Why we haven’t been able to reach full capacity yet? 

We’re still learning on the job - we’ve been running into API/ integration issues, and e.g. email sending delays based on non-obvious tool defaults hidden “under the hood”. 

There are of course, great tools like Usergems or CommonRoom that have productised this to a large extent (I have demoed a bunch and some are really impressive) - but the cost is always mid-to-high five figures at the very least. And it’s not in our DNA here to buy expensive solution before proving ROI.

So I’m bracing myself (or rather - I’m giddy with excitement for) another quarter of testing what our in intent-based outbound system can do (before it all goes mainstream 🫠) and hopefully I can report we’ve smashed all our quota targets after Q1 🤞

Founder & Creator | Growth Unhinged

Bestselling Author | Empowering 9,500+ Companies with My GTM Method | B2B AI-GTM Consultant | Building AI Agents & Agentic Workflows | 73K LinkedIn | 25K Newsletter

Ahmed Mohsen

Today, we did our annual ‘year-end marketing reporting & planning meeting’ (which is a work showcase & takes as long as it takes). This year hit different though. It’s been the year of the fastest growth in Userpilot’s books, a year of [cliche warning!] proverbially moving fast & breaking things, but also a year where we unlevelled both our team & our GTM processes, which sometimes hurts (especially since it was “a year of firsts” personally - ft. organising my own wedding, becoming a British citizen & taking part in a class-action lawsuit against the Polish Railways for making my house collapse 😅) It was also a year of some rushed decisions, chaos, and hard foundational work for initiatives that I believe will make all of you hear about Userpilot in 2026. I have nothing but deep appreciation for my talented teammates that have done this *really remarkable* work:  

◆ Our new head of SEO, who took our SEO over just 6 months ago, and not only turned our struggling SEO motion around, leading a rebound in traffic, but also built AI agents for both content generation and digital PR completely from scratch, increasing the efficiency and scalability of our (massive) content operation. 

◆ Our GTM engineer, who joined us just 3 years ago fresh out of Uni as an SDR intern, and has done the biggest career leap I’ve ever seen. In one short year, he went from being a ‘marketing operations manager’ we weren't convinced we needed, to someone who orchestrated an extremely robust account scoring model in Clay, enriched our entire SAM, sanitised Hubspot, managed the operations, target list building and reporting for our intricate high-6 figure ABM program & built AI-powered automated outreach - a complex operation between Hubspot, ZenABM, Clay, Smartlead & Heyreach.

◆ Our one & only Truelove (which wouldn’t be very professional if it wasn’t her real name) - the lone SDR who transforms every second lead into revenue, and drove 4+ million in pipeline this year alone 🤯

◆ Our remarkable Senior Product Marketing Manager, who churns out landing pages, competitive analyses, and all that deeply researched client facing collateral in nanoseconds & is taking us out of this “awkward teenager figuring themselves out” phase. 

◆ Our content managers - who relentlessly continue upskilling and adapting to the shifting sands of SEO content, from implementing a robust internal linking system to adopting AI tools 

◆ Our Demand Gen Manager, who managed every single ABM campaign and an inventory of 547 ads…

I’m not naming them intentionally so you don’t shower them with cash & try to poach them from me. No chance anyway, Henry, coz they’d all miss my dad jokes :P 

I’m looking forward to deflating a bit over Christmas, but with great optimism and excitement for what 2026 will bring.

P.S. At the end of each of these meetings, we do a “Secret Santa” - where gift each other fun, <$5 virtual gifts. The one Teo got really encapsulates this year’s Christmas spirit…

[Takeaways from panel with co-founder of Clay] When Bill Stathopoulos invited me to moderate a panel with the co-founder of Clay, Varun Anand, I took the prep seriously 😅 I wrote a list of 30+ questions 6 weeks in advance. Then Varun comes, looks at the questions on my phone, tosses my phone to the sofa behind us, and says "let's do something spicy" 😅 So we did. 

Instead of my doc, we took questions directly from the audience. The discussion went on for a good hour - and here are the main takeaways: 

1️⃣ There are no "winning plays". That's the wrong way to think about marketing. If there was a "one size fits all" play that would always work. If there was, it would soon become so overplayed it would stop working...oh wait 😅 Yeah it's obviously happening. There are even tools productizing and selling these "winning" plays. Because there's a *lot* of people who think wrong about marketing. So there's a big demand for the promised "silver bullets", that then don't work because they turn your messaging into boring, same-sy slop. What's *the right way* to think about marketing then? Just two things: a) content b) distribution. You need really good content, and really good distribution (target the right pesonas, reach them at the right time, in the right place, at a defensible cost). Clay can help you with the latter. It can't help you with the former. 

2️⃣ All successful email outreach campaigns / LinkedIn outreach / ABM / ad campaigns boil down to the same thing: VALUE you offer to the recipient in the first touchpoint. This is the "good content" part. It works whether you're trying to sell a product, or sell yourself (looking for jobs - making proactive applications). What's an "offer"? Imagine a graphic designer reaching out to you to sell you their services. Super-saturated commodity market. Now image instead of talking about THEMSELVES, they send you a folder with 10 of your LinkedIn ads they've redesigned for you, based on what has worked for their other clients, with a breakdown why they will work better than your status quo. Now, this is VALUE. A lot of good content has recently been video content. People like consuming it because it makes the brand more relatable. But again, you need to find what works for you. 

3️⃣ The reason why Clay has been so successful is that unlinke the other tools that force you into these same-sy plays it offers a blank canvas - and creativity to come up with whatever creative distribution strategy you need. 

Thank you SalesCaptain & ZenABM for organizing & having me! 

P.S. Some questions I wanted to ask - & still think every marketer should ask themselves in 2026 😅

What GTM plays that worked in 2025 will no longer work in 2026 & y?
What GTM strategy are you betting on in 2026? 
What’s the most underrated GTM channel/tactic? What's overhyped? 
Do you think from 2026 marketing will look more like “GTM engineering”?

Why has Clay become such a success? Product/PMF OR your GTM strategy? More in comments 👇

Everyone running LinkedIn ads is raving about TLAs as the 'silver' bullet ad format: effective, *AND* cheap! As usual in life, when something sounds too good to be true: it probably is. TLAs can be neither effective nor cheap. Because it's not the format that makes them effective, OR cheap. There's nothing 'magical' about the format itself. It's the content - and targeting. So before you join everyone on the "TLA mad gold rush" - be prepared for the following:

There are two major challenges with TLAs I've experienced that I'd add to this list by Gabriel Ehrlich (and yes - it's a post with a screenshot of a post with a screenshot of a post 😉):

Problem 1: Missing the "TL" in the "TLA" - The biggest, most fundamental (and hardest to overcome!) problem with your TLA  is if you miss out on the "thought" and "leader" and just leave the "Ad". For the TLAs to be effective, you need to get someone who is a recognized authority among your target logic, to post a highly resonating, authentic post about a problem your product solves, and at the same time - has subtle monetization logic for your product. Most TLAs I see that were intended as TLAs fail at this spectacularly. You really can't fake authenticity. You really can't fake the lived experience. 
So what do you do? You go to your customers, end users, and internal stakeholders what actually use your product. Great, right? Nope. Because while they may have the "thought", they are often not "leaders" - and often have no clue how to form their thoughts for LinkedIn (e.g. our Product Managers really have no clue how to write broetry ;)). So you hire someone to interview them and "ghost write" the posts. They still come off as little inauthentic. Nobody recognizes the poster. AND - which brings me to my next point - you need to pay the professional ghostwriter $3000+ for a few posts per month. 

Problem 2: Suddenly, when you add these extra costs up - often in the region of $600-$800 per post - the 'cheap' cost per result suddenly stops being so cheap. And if you also skip adding a link to your website or any CTA to your post and just use it for "awareness" building - it will take months and months of showing these TLAs for your audience to actually build that awareness. You're not paying for clicks to the landing page here (btw. if you do have a link in your post - check the "engagement" tab in Campaign Manager and see "clicks to landing page" vs. just clicks - and calculate your actual cost per click & compare it vs. image or video ads.) 


Conclusions? TLAs are not as easy & cheap as it seems. And for most companies - they really *aren't* that scalable. 

By all means - use them. I'm planning to use the hell out of them in 2026 - if my team manages to get them right 😬 but I'm not expecting it to be easy. 

And if you think this will be your 'effortless free pass to LinkedIn ads success' - don't bother. These things don't exist.

Someone (from the tech industry) asked me where I worked and what Userpilot was this weekend. And for the first time (hold my coffee), without thinking much, I responded: it’s a “Lovable for Product Adoption”. I know it’s a bold statement…and a complement for Lovable for becoming a household name for the category of no-code software in such a short time. And I know - sadly, no matter how much I bend myself over backwards here - it will never be as popular - because product adoption, unlike acquisition (which I have a hunch Lovable is mostly used for) is still “Cinderealla’s ugly cousin”. 

But here’s the irony - as the entry barriers to shipping software are getting lower and lower with Lovables of the world (and the competition is getting more and more cutthroat) ease of use and Time to Value are the strongest factors in determining whether someone will continue using your product, or start shopping around again at the slightest hint of friction. Nobody’s reading help docs anymore. You either provide instant answers in-app, or the users leave.

The irony why perhaps product adoption software hasn’t been that popular is also because the legacy solutions in the industry were notoriously difficult to use (iykyk).

The popularity of Lovable lies in a) how easy it is to use b) how fast it allows non-technical users to ship market-acceptable assets they could never dream of producing without a designer and a developer. “Acceptable” is better than “perfect” - because the difference between acceptable and perfect, in my experience, is exactly the same as “done” vs. “Not done”. 

👉 Yes, you could hard-code your onboarding experiences. But you know you won’t.
👉 Yes, you can use the legacy product adoption platforms…but that’s the modality of the word ‘can’. If you can’t ship what you need in < a few hours without developers’ / designers’ help - you won’t.
👉 You could buy 5 different solutions for lifecycle email, in-app communications, and product analytics - but you know the data will be falling through the cracks and you don’t use it consistently between the different tools. Your use communication will be broken. 

So give Userpilot a try for 30 days - we’ll support you with our new “Product Growth Jumpstart 2026” program (Chat to our product Growth Expert: https://lnkd.in/duKmW2hY to participate) to help you make most out of your free trial, and demonstrate to you how much more product-led growth (not only in terms of new acquisition, but also expansion) your team can produce if it’s empowered to engage users and build in-app product onboarding & adoption experiences truly on their own, with data available on their fingertips.

Open article: 15 Minute Meeting - Kelli Truelove by calendly.com

My prediction for 2026? Next year will be the year Product Analytics stops being just a reporting function and becomes truly actionable. We surveyed 194 product managers across 160 companies in 22 countries (and just shipped our 2025 State of Product Analytics report - grab your copy for free here: https://lnkd.in/esR_D8Gc) and the writing's on the wall: the market is ready to be disrupted: In 2025, only 39% of the PM's we've surveys said they use AI in their day-to-day product analytics workflows.

And yet - most teams feel they have too much data and not enough insight. 

Dashboards often miss out on the questions PMs really need to ask to prioritize their product roadmap effectively.

How will AI change that in 2026? 

Read our report to find out.

I saw this post about 2026 predictions by George Chasiotis in my inbox the other day and nodded vigorously at the first point: 

"1) Consolidation of SaaS:

I expect 2026 to be a strong year for SaaS M&A.
Some of it will be necessary. Some opportunistic. Some both.
SaaS entered a consolidation phase when AI went mainstream three years ago. While part of the activity is obviously driven by AI disruption, a big chunk comes from companies that raised heavily during the ZIRP era—at valuations that no longer make sense.
Now, they consolidate to stay afloat and create enterprise value—enough to give their investors a shot at liquidity."

This dovetails with what I wrote in my previous emails - AI has made the SaaS landscape even more competitive. First - because there are so many new solutions floating on the market every week. Second - because teams are getting more and more empowered by tools like Lovable to build their own, bespoke solutions. 

I didn't believe this would happen just a few months ago, but now I'm seeing this shift happen in my team.

Six figure price tag for a point solution is not defensible anymore. And in niche B2B SaaS - a ACV below $5000 is a death sentence. You can almost never grow beyond $10m with such low ACV. 

So expensive platforms need to quickly justify their price tag by offering significantly more value.

Being a one-trick pony for one team is not enough. 

You need to go cross-functional, become the go-to platform that can be used by several teams for several use cases, and that provides so much value for so many people that it's essentially impossible to rip-and-replace. 

That's one reason to consolidate. Another is the security risks.

Integration surfaces are being increasingly seen not only as a nuisance, but also - a huge security risk. Nick Malekos recently wrote about it in his newsletter as well.

Every other month we hear about some significant security risk. Recent breaches illustrate this clearly: both Drift and Mixpanel were compromised involving third party integrations.

So now, back to the "Build vs Buy" debate - the idea of each team member being able to build their own stack sounds great in theory. 

But in practice - the hackers are just waiting for your "Rosie from HR"  to upload half of your CRM to chatGPT. Creating "shaddow stack" is a massive security risk that is being exploited more and more. 

Security is the price your team may pay for the "DIY" stack. 

So maybe don't. 

Don't risk it. Choose a platform that caters well to the use cases you need, for a reasonable price. I may know one 😉 

Read more about the shift to consolidated platforms in SaaS in 2026 below 👇

Why does everyone suddenly hate dashboards? 🤔 Think about it - nobody wants to spend the entire day squinting at 17 filters and 9 tabs of 4 different dashboards only to be able to answer a few questions about a specific user segment behaviour. 

Traditional Product Analytics tools pose several challenges to the product teams, that can even render them useless:

Depth - you can see what happened, but not why

- Behaviors get collapsed so edge-case journeys (that hide your biggest churn/leak problems) disappear.

- To answer specific questions, you need data pivots that dashboards don't and can't have. So you end up exporting data into CSVs and trying to patch these together from several different data sources...but there's only so much you can do, because guess what - you only have so many hours in the day...

Which brings me to the next point: 

Speed - by the time you have an answer, the question has changed

- Every “simple” question (“How fast do enterprise account admins vs SMB managers adopt our top 3 core features in week 1?”) becomes a 3-hour segmentation, CSV export &  pivot table exercise.

- Creating reports that are anything more than "generic" dashboards can give you takes hours, if not days; 

- Real-time insights?! Forget it.

Clarity - dashboards that look impressive but give no insights

- Tool sprawl means no single source of truth. If your user data is scattered across many tools, you will never get the full picture.

- Dashboards take days to build...but then drawing actionable conclusions from them requires even more time (and expert knowledge to know where & what to look at). 

This had been the reality before 2025 - and then we got MCP servers.

Our Content Team doesn't have to pore over Search ranking data to figure out which posts need updating, and which keywords need more love. We use Ahref's MCP server directly in chatGPT to find the opportunities to improve our rankings. Same for LinkedIn ads - we don't have to download CSV files from Campaign Manager and create pivot tables for e.g. ad type performance month by month anymore - we ask OpenAI to do it for us via ZenABM's MCP server. And I most certainly don't do Win-Loss analysis manually anymore - I talk to Hubspot's MCP server. 

But in Product? Only 39% of our survey respondents* said they use AI in their day-to-day: 

And we asked 194 respondents across 160 companies and 22 countries.  Why? 🤔 Product Teams are surely more technical thank marketing teams...could it be... 👇

If you’re rethinking security of your data with your vendors, you’re not alone. First Drift, now Mixpanel. In the last few months, some of the biggest, most enterprise ready SaaS companies have been in the news for serious security breaches, compromising PIIS. Despite “enterprise ready” security. Despite SOC 2 Type II, ISOs and HIPAA. How??

The latest one was a “smishing” attempt (sms phising - yeah I had to ‘google it’). The previous one was OAuth token theft attack - which investigators believed was caused by either phishing stealing API keys/internal tokens/ or compromised internal systems.

Now - SOC II or ISO couldn’t have prevent any of that. Security certifications indicate the implemented standards (in terms of governance, control, encryption, training, risk assessments), but don’t (and can’t) prevent human error, theft, or impose design and architecture choices like per-tenant OAuth separation or short-lived access tokens.

So - these security can happen. SOC II does not make you immune - and if you think larger players are necessarily more immune to attacks - think twice. 

They are more likely to get attacked in the first place.

So if your procurement is pushing you to choose/ stay with a legacy solution that you don’t really like just because it appears more secure - say ‘no thank you’.

Userpilot has been SOC II Type II, ISO & HIPAA compliant for years too. We’re not claiming we have better security than Mixpanel (you can compare the tools here, including security: https://lnkd.in/dzd_KcKr). But we do offer better value for money:

- We combine analytics + action, so you can immediately trigger in-app onboarding, tooltips, and feature prompts based on user behavior.

- We offer built-in in-app user engagement tools (tours, checklists, spotlights, modals) and email -  something analytics tools alone don’t offer.

- We provide native user feedback collection tools via in-app surveys, NPS, and microsurveys alongside analytics.

- Userpilot is more accessible for product managers and marketers, with a simpler UI and less data-model complexity.

- It offers faster time-to-value, since teams don’t need to manually instrument events or maintain a tracking plan.

- It's designed specifically for product adoption, activation, and onboarding use cases - not just data analysis.

- It offers lower implementation and maintenance overhead, especially for small or mid-sized SaaS teams.

- Userpilot allows immediate experimentation (A/B for in-app flows) without relying on dev resources.

- It's better for driving outcomes, not only measuring them - helping teams improve activation, retention, and feature usage directly.

Meanwhile - are you overpaying for ‘enterprise security’ that doesn’t in fact offer neither a guarantee of security, nor extra functionality in return?

A couple of weeks ago I saw Tas Bober’s B2B hit playlist & told her I want to be her songwriter one day 😅 but then December hit (me like a ton of bricks) - quotas growing, all around me, deals are stalling, pipeline’s dry - sales is blaming all of this on marketing - Merry Christmas, everyone! 😉

If you want to get into the Christmas spirit with tunes you know, and lyrics you can actually relate to - I’ve got something for you. 

Mash-up of my favourite B2B Christmas songs below, link to the full playlist in the comments 👇 (with lyrics - NOT AI generated!)

Back to planet Earth tomorrow 😬 Hope this playlist will help carry you through these difficult times (reporting, attribution, planning, all in < 2 weeks  💜 I feel you, because it all crept up on me like “winter creeps up on Polish drivers” - iykyk) 

Enjoy! 😉

Maja Voje asked me recently about the most important metrics I’m planning to track in 2026 to make sure my team hits their OKRs. It gave a throwback to one webinar I took part in (with CMOs a lot more senior than myself) a few years ago - when asked the same question, they all exclaimed “revenue!” at the same time. 

Now, it was the first thing that came to my mind too. Every leading metric we track is reverse engineered from the revenue goal:

- pipeline from inbound vs outbound (based on the historical close rates) 

And then, we go a level higher to produce leading 

- Number of opps & pre-opps (based on the qualification rate) needed to open the pipeline with an X ACV.

- ACV needed

- Number of pre-opps from each channel (organic search traffic; ABM; outreach) - based on the number of visitors and website conversion rate from the respective traffic source.

- For ABM: companies targeted, CTR needed and conversion rate (to pre-apps) on the landing pages.

- For Outreach: number of companies and contacts that need to be touched based on the average response rate, positive response rate, and pre-opp conversion rate 

Then each team lead needs to operationalize how to achieve them and monitor progress weekly/monthly.  

Otherwise "goals" and OKRs are just dreams 😉

This is how we go granular and operationalise our revenue targets. In 2025 we hit 100% of our goal - and in 2026 we’re planning to go even further.

I know a lot of you are probably about to dig into a massive portion of turkey & stuffing 🦃 🥘 ...but hopefully this post will give you some food for thought this Thanksgiving too 👇 I have some very interesting insights form our recent Product Analytics survey for you (a full report is coming soon!) - and some predictions for how Product Analytics will change in 2026 based on that: 

We've recently asked product managers & marketers a few questions about their experience with product analytics - and their expectations. 

They said what we all feel: 

⛔ There's too much data, and not enough insight; 
⛔ Reporting takes too much time; 
⛔ It's hard to connect data cross-functionally;  

Perhaps, even more interesting were the answers to the question what the users are now expecting of their Product Analytics solution....

...AI has changed us, duh: most users don’t want to build reports, set up tracking, or learn SQL.

This is what they want - and how I believe Product Analytics tools will need to change to stay competitive (+ how we're addressing these expectations too): 

1. AI-Driven Insights & Predictive Analytics

The biggest shift is moving from dashboards to automated, actionable insights.

Tools that can:

🟣 surface anomalies automatically
🟣 explain why metrics changed
🟣 predict churn, upgrades, and expansion
🟣 recommend actions for improvement
🟣 identify friction points and Aha moments
🟣 act as a “copilot”

…will replace those that require manual digging.

This aligns fully with our user research: “tell me what matters, what changed, what to do.”

2. Unified Data Integration & End-to-End Data Flows

Tools that win in 2025–26 will make it easy to combine product usage data with CRM, support, and BI tools, merge quantitative & qualitative data (events + heatmaps + surveys) and remove engineering from the integration process.

3. Embedded Analytics & In-Product Workflow Integration

Analytics is moving from stand-alone dashboards into workflows.


4. Ease of Use & Low Technical Barrier

One other major differentiator of next gen analytics tools will be the zero-friction setup: users are expecting the insights to be available for them without committing any engineering hours to setting the analytics tools up: 

🟣 automatic tracking instead of event tagging, prebuilt dashboards, reports & prompts, already available in Userpilot, 
🟣 simple, non-technical UI,
🟣 democratized analytics for PMs, CS, product marketing

Which brings me to the next point:

Brace yourself: Analytics 2.0. is coming this winter! 

I've already started casually calling Userpilot the "Lovable for Product Adoption" - but I will soon also be able to call it the "Lovable for product analytics" - more research & details inside 👇

taplio

Emilia Korczynska's Linkedin Analytics