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SailPoint Announces Fiscal Second Quarter 2027 Results

SailPoint has published a new press release announcing its fiscal second quarter 2027 results, dated September 9, 2026. Additionally, a new integration with CrowdStrike Falcon Next-Gen SIEM was announced on August 31, 2026.

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B2B Brands Like SAS, Salesforce Push Into Sports and Culture Marketing

Enterprise B2B brands such as SAS and Salesforce are increasingly adopting consumer-style marketing tactics, using sports, culture, and creator partnerships to reach business decision-makers. SAS, a data analytics provider, signed as Liverpool FC's official AI marketing automation partner in late 2025, and this summer staged an experiential activation on a Brooklyn rooftop where fans mimicked a player's footwork while SAS technology analyzed and scored their performance. SAS CMO Jennifer Chase says the partnership makes the company's offerings more relatable and emotionally connective. The article suggests this marks a broader shift among B2B brands to break out of traditional office-based marketing and engage audiences through cultural moments typically reserved for consumer brands.

• SAS signed as Liverpool FC's official AI marketing automation partner in December 2025.
• SAS and Liverpool FC collaborated on a Brooklyn rooftop activation featuring fan performance analysis.
• SAS CMO Jennifer Chase described the partnership as an opportunity to make the brand more relatable.

New Rule of Customer Engagement: Sometimes Say Nothing

The article argues that the traditional calendar-driven, high-frequency customer engagement model is outdated. With AI, brands can now monitor behavioral signals in real time to determine when outreach is appropriate — including when to remain silent. It introduces a framework of four customer cohorts (At-risk and Quiet, Noisy and Unstable, Quiet and Content, Thriving Advocacy) and suggests that over-contact is corrosive and hard to detect until it's too late. Marketers are advised to adopt 'hold quiet lists' for segments where AI assesses engagement signals as healthy, respecting customer silence. The piece emphasizes harnessing AI decisioning for disciplined, signal-driven engagement rather than maximizing contact volume.

• Article posits a shift from calendar-driven to signal-driven customer engagement.
• Defines four customer cohorts based on engagement signal strength and churn risk.
• Introduces 'hold quiet lists' for customers with healthy engagement signals.

SAS-Liverpool FC Deal Signals B2B Marketing Shift

SAS, the enterprise analytics firm, was hired late last year as Liverpool Football Club’s data‑analytics provider and has begun visible consumer-facing activations at club events. The article describes SAS’s presence at Liverpool events (including perimeter signage at a July 29 match and a branded plexiglas booth at a 2027 away-jersey unveiling) as an example of legacy B2B companies borrowing consumer marketing playbooks—using experiential and brand partnerships to raise awareness. The piece positions the SAS–Liverpool relationship as part of a broader trend of enterprise tech vendors deploying consumer-style marketing and partnerships to reach buyers and build brand equity.

• SAS was hired late last year as Liverpool Football Club's data-analytics provider.
• Liverpool Football Club is described in the article as a $6 billion powerhouse with more than 200 million social-media followers.
• SAS had visible brand activations at Liverpool events, including perimeter signage at a July 29 match at Yankee Stadium and a plexiglas booth at a 2027 away-jersey unveiling.