Your CEO just decided it was time to send more emails. You have segments and even entire lists that haven’t seen an email in months — or years. Ads and organic social aren’t working like they used to, and suddenly, your CRM looks like the opportunity of a lifetime. Re-engaging dormant email lists can generate …
Read more “7 ways to revive dormant email lists without wrecking deliverability”
Publishers have spent the past few years watching their traffic slide — in some cases by more than 50% from search alone — while AI systems ingest and summarize their content at scale. The imbalance has been obvious. The infrastructure to power AI is highly commercialized. The information feeding it is not. The IAB Tech …
Read more “IAB proposes new payment rules for AI content access”
When people ask why AI has been so successful in code generation, the answer isn’t mysterious. Programming languages are structured systems. They have syntax, grammar, modularity, version control, testing protocols and shared conventions that engineers learn early and reinforce daily. Tasks can be decomposed, interfaces are defined and dependencies are explicit. When an AI model …
Read more “Why marketing needs a decision infrastructure for AI”
If you’ve been in marketing long enough, you’ve probably lived through a few identity crises. First, we were channel experts. Then we became integrated, growth and performance marketers. Somewhere along the way, someone added “AI” to everyone’s job description and called it a day. Now, we’re entering the era of the full-stack marketer. From where …
Read more “Why the future of marketing looks like product management”
Phone conversations are now one of the most important first-party data sources in modern marketing measurement. As privacy changes weaken traditional attribution signals, conversation intelligence platforms are emerging as a critical layer of marketing measurement infrastructure. Marketers have spent the better part of a decade getting serious about measurement. We’ve built attribution models, invested in …
Read more “The marketing data most companies still fail to measure”
Buy-versus-build considerations are interesting martech scenarios. There’s never a clear answer, which makes martech far more an art than a science. At times, there’s also the buy-and-build option to consider. Recently, in an episode of Bloomberg’s Odd Lots podcast about vibe coding, guest Noah Brier, co-founder of Alephic, argued that AI models that produce software …
Read more “Why vibe coding will disrupt martech’s buy-or-build debate”
A static annual plan is a liability in a zero-click world where AI models update their knowledge of a brand every few weeks. We must move from traffic seeker to authority source quickly. But how? For a few clients, I’m embracing the uncertain future of market behavior by developing a 90-day authority sprint content marketing …
Most organizations treat AI as a productivity upgrade. The real leverage is in how evaluation criteria are encoded into systems that increasingly shape vendor selection. As B2B buying becomes machine-mediated, CMOs have an opportunity to shape how AI evaluates vendors — and elevate marketing’s strategic influence in the process. B2B buyers are increasingly using AI …
Read more “How shaping AI buying can boost B2B CMO strategic influence”
In MarTech’s “MarTechBot explains it all” feature, we pose a marketing question to our very own MarTechBot, which is trained on the MarTech website archives and has access to the broader internet. Question: As AI agents become more capable of comparing products and aiding purchase decisions, how should B2B vendors optimize content and structured data …
Read more “How B2B marketers can prepare for AI agents that do the buying”
If your organic traffic is down but impressions are up, AI is likely citing your content without sending clicks. If both are down, you’re being ignored. Either way, the search behavior your marketing strategy was built on has changed, and waiting for traffic to rebound isn’t a strategy. This is the reality you’re facing in …
Read more “Organic search is fundamentally disrupted. Here’s what to do about it. by Brightspot”