Issue 35

EverConnect and Semrush: Agentic AI and Lead Gen M&A Fuel Digital Shifts
The digital marketing landscape continues its major transformation, driven by agentic AI and strategic acquisitions focused on specialized lead generation. On November 19 Adobe announced its intent to acquire Semrush for $1.9 billion, a move that significantly strengthens its suite of customer experience tools. With consumers increasingly turning to Large Language Models like ChatGPT and Gemini, brand visibility is among the top priorities for CMOs in 2026. In additional news on the M&A front, on October 31 Ignite Visibility announced the acquisition of EverConnect to become a leading "national-to-local" digital marketing agency. The acquisition expands Ignite’s specialized capabilities in home services and healthcare, adding EverConnect's performance-based lead generation and vertical expertise. MarTech leaders are clearly making significant investments to help brands navigate the evolving customer interface in 2026.

Scaling High-Quality Acquisition: Sephora and Financial Services Prioritizing Affiliate Growth
Affiliate marketing continues to be a primary channel for high-quality customer acquisition. Sephora is capitalizing on the trend by launching My Sephora Storefront, a direct affiliate program that lets creators build shoppable pages on the retailer’s website and earn commissions. This move bypasses third-party platforms, giving creators a direct, official retail URL. On the financial services front, Vested and Fintel Connect announced a strategic partnership to expand affiliate marketing. Since affiliate marketing drives up to 40% of net new accounts for financial brands, the collaboration offers Vested’s clients a specialized, compliant platform to acquire high-quality customers. It’s clear that brands are bringing affiliate programs closer to their core business for greater control and scale in the new year.

AI is Rewriting the Playbook: Why Lead Gen Cannot Ignore Generative Search
The rise of AI search is creating massive new compliance and visibility challenges for the lead generation industry. With nearly half of US consumers using AI for brand discovery, inaccurate information—like an AI tool declaring a company "no longer in business"—can instantly kill the top of your lead funnel, regardless of PR or ad spend. For lead gen professionals, this means ensuring your brand's data integrity is paramount. While experts warn of "snake oil" salesmen and bad actors proliferating the GEO landscape, the industry consensus is clear: systematically tracking and optimizing brand representation in AI answers is the new baseline for acquiring qualified, trusting leads. We’ll be spotlighting a few case studies on brands exploring new GEO strategies, including the automotive industry’s Viper in Las Vegas at LeadsCon 2026.

Reality Show & Podcasts Expose Alleged TCPA Violations
TCPAWorld reports of a new TCPA class action against UMRO Realty Corp. offers a stunning warning about lead generation practices and public promotion. The lawsuit, filed in California, alleges the company facilitated and promoted illegal cold calling, including the use of pre-recorded voicemails without consent. The complaint uses footage from the Netflix show Buying Beverly Hills and agent podcast appearances as evidence, citing instances where CEO Mauricio Umansky allegedly mandated lead generation via cold calls.

The Future of Growth Starts Now: LeadsCon 2026 Registration is OPEN!
The momentum is building! Registration for LeadsCon 2026 is open, and early numbers suggest this will be our biggest program ever. Why just adapt when you can get the playbook to CRUSH your growth goals? Join the community to master the new rules of compliance, unlock high-intent customer data, and network with the titans defining the future of growth. Secure your spot immediately to get the insights, connections, and technology you need to future-proof your funnel and drive massive ROI. Register now and prepare for your most profitable year yet!

AtData
AtData gives lead generators a real edge as the industry heads into holiday spikes and a new year reset. Our identity intelligence, unmatched activity network, and fraud-fighting signals sharpen lead quality, boost conversions, and protect revenue when it matters most. If you’re ready to turn seasonal demand into long-term performance, now’s the moment. See how leading generators stay ahead at AtData.com.