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CMOs face a make-or-break moment as digital channels and personalization collapse

Two pillars of modern marketing — digital channels and personalized engagement — are falling apart and CMOs must do a radical rethink to survive, according to a new Gartner report. “The foundations CMOs once relied on are eroding fast, from how teams operate to how brands earn trust and drive growth,” Sharon Cantor Ceurvorst and …

The real reason marketing budgets get cut — and how to stop it

Marketing leaders often find themselves in a constant struggle. Expected to drive growth, build brands and shape customer experience, they face ongoing scrutiny from CFOs and boards who want to know, “What’s the return?” Even with sophisticated data tools and analytics platforms, many marketing teams struggle to make a compelling financial case for additional funding. …

The $1.5 billion decision that redefined CVS’s brand

It’s once again the time of year for gratitude, appreciation and grace. In business, gratitude isn’t measured by words or turkey-day posts. It’s measured by what a company is willing to give up to serve something bigger for the greater good. True thanks is demonstrated, not just said out loud. It’s an opportunity to do …

10 of the most thought-provoking quotes from the November MarTech Conference

The November MarTech Conference featured six panel discussions and one keynote presentation, all focused on the theme of AI and agents, and featured speakers from brands such as Cisco, Google, Citrix, Fluency, Stensul and Braze. All the November sessions are now available on demand at the link below. MarTech Conference November: Now On-Demand You can …

Almost no one is clicking on ChatGPT links

A leaked file reveals the user interactions that OpenAI is tracking, including how often ChatGPT displays publisher links and how few users actually click on them. By the numbers. ChatGPT shows links, but hardly anyone clicks on them. For one top-performing page, the OpenAI file reports: 610,775 total link impressions 4,238 total clicks 0.69% overall CTR Best individual page …

How data and genAI are helping retailers boost conversions in a tough economy

Retailers are facing increased competition at a time when high inflation and higher prices are limiting consumers’ spending potential. This year, brands will have to work harder than ever to cut through the noise and drive purchase intent, and data marketing can and should play a central role in retailers’ and brands’ ecommerce strategies. From …

MarketingOps redefines success for the age of AI

“We are expected to fuel business growth and innovation, yet to do so with constrained resources, increasing complexity and on faster timelines.” This quote — shared by Zach Hoogerland, senior director of marketing operations and analytics at Rubrik — at MOps-Apalooza summarizes what it means to work in marketing operations today. This year marked the …

Data readiness is the missing foundation of AI-powered marketing

Our industry is rushing headlong toward an AI-powered future. The promise is captivating: intelligent systems that can predict market shifts, personalize customer experiences and drive unprecedented growth. Yet in that race, many organizations are short-changing or even skipping a critical first step. They are building sophisticated engines but trying to run them on unrefined fuel. …

Five truths you need to know about martech, and what to do about them

An old proverb states that it is “Better to be hurt by the truth than comforted with a lie.” A roundtable of martech experts I recently hosted proved the truth of that, validating many things I had long feared to admit to myself. Here they are: Five truths we must address to move forward more …

Why B2B companies struggle to adopt account-based marketing — and how to fix it

In MarTech’s “MarTechBot explains it all” feature, we pose a question about marketing to our very own MarTechBot, which is trained on the MarTech website archives and has access to the broader internet. Question: Why is it so difficult for B2B organizations to shift from a lead-centric mindset to an account-based strategy — and how can …