Abiodun Y. Onifade
Marketing Strategy & Innovation
AI is changing how customers are won. I help marketing leaders, agencies and the businesses they serve decide what to do about it, and build the capability to do it well.
I've taken products to market for Visa, Nokia and HP and scaled B2B platforms across Africa. When AI started changing the rules, I went back to school for a doctorate. My research explored how AI shapes innovation in B2B marketing. Today, I bring market experience and research-backed insights to marketing teams and brands.
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About
Marketer. Researcher. Advisor.
I help customers and companies change how they buy, sell and work.
I've done it at Visa, Nokia, HP, Cars45, Send24 and JLL. My doctorate went deeper on the question behind all of it: what it takes for new technology to create real business value.
Capabilities
Marketing Strategy & Innovation
Strategy, positioning and new offers grounded in what customers actually need.
AI-Enabled Marketing & Analytics
Marketing data, analytics, AI use cases and AI adoption across teams, built with engineering.
GTM & Customer Growth
Market entry, customer acquisition and onboarding, and partner strategy across Africa and the US.
Research & Teaching
Mixed-methods research, workshops and executive education on marketing in the age of AI.
Work with me
Teaching, advisory and consulting.
My work follows one path: getting data ready for AI, building the capability to use it well, and proving the value it creates. I work with brands, agencies, B2B startups and schools on a small number of focused engagements at a time.
Workshops & executive education
Marketing in the Age of AI for marketing teams, business schools and executive programs, built on my research and the Capability-to-Value (C2V) Framework.
Marketing transformation & AI capability
For brands and agencies: half-day AI Value Workshops built on my C2V Framework, plus workflows and pricing as AI changes the work.
Advisory for B2B startups
Helping B2B startups use data and AI to understand, win and serve SME customers.
Experience
Selected impact.
Across my career, I got customers and teams to adopt something new, and proved it paid off.
Send24 · Head of Platform Growth & GTM Strategy
The market needed it, but had been burned too many times.
Result
Cars45 · Founding Head of Marketing
The market had a way of doing things. We changed it.
Result
HP · Program Marketing Manager
East Africa wasn't on the map yet. Until it was.
Result
JLL · AI Adoption & Enablement
The tools were there. The habits weren't.
Result
Research
Having the technology is not the same as getting value from it.
Doctoral research
Exploring the Impact of Artificial Intelligence on Innovation in Business-to-Business Marketing Firms: A Qualitative Study of Firms in North America
- ProblemB2B marketing firms are adopting AI quickly, but evidence on what it does to how they innovate, and to the ethical choices they face, has not kept pace. Leaders are making decisions about tools, teams and client work based on studies of large companies in general, not evidence from B2B marketing firms.
- StudyQualitative interviews with 15 B2B marketing professionals across the US
Findings are being prepared for publication.
Current research · Nigeria
AI in Nigeria's marketing industry: what's working, what isn't, and what comes next
Starting with advertising agencies, then the brands they serve: where AI is adding value, where it's mainly adding speed, and what's getting in the way. Everyone who takes part receives the findings.
Take part in the study →From research to practice
The Capability-to-Value (C2V) Framework
Most teams now use AI. Far fewer get value from it. C2V checks whether your people, workflows, data and governance can deliver what you want AI to do for the business, and shows which one is holding you back. It grew out of my doctoral research and sits behind the workshops I run with leadership teams.
AdaptivLabs is my independent practice for this research. More of my published work is on Google Scholar →
Credentials
Education, certifications and advisory.
Education
- Doctor of Business AdministrationResearch on AI and innovation in B2B marketing organizations · Westcliff University, 2026
- MBA, International BusinessResearch on data aggregation in the Apple ecosystem · California Miramar University, 2019
Certifications
- PMPProject Management Institute
- AI Strategy & GovernanceIBM Professional Certificate
- Data Strategy for Enterprise AIFractal Analytics
Advisory
- Credital · since 2026Advisor, customer acquisition
- Project Management Institute · since 2025Advisory Contributor, Global Data & Analytics
- Send24 · since 2025Advisor, data & marketing innovation
Writing
Notes from research and practice.
I write about how marketing teams and the businesses they serve move from using AI to getting value from it: what it changes for strategy, customers and growth. It draws on my research and my work taking products to market. My peer-reviewed research is on Google Scholar.
Let's Talk
Three ways to work together.
Consulting?
For brands, agencies and B2B startups working out what AI means for them.