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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 …

AI Visibility Index: What three months of data reveals by Semrush Enterprise

AI search evolves every month. This constant flux is reshaping which brands get visibility and which sources AI models trust most. We now have three months of data in the AI Visibility Index, tracking ChatGPT and Google AI Mode. The key takeaway: AI search is volatile. This is likely to be normal for the immediate …

Why your martech still feels like a cost center — and how AI changes that

Despite the significant investment poured into martech, most organizations still operate at a basic level, sending batch-and-blast emails and running simple A/B tests. New McKinsey research adds more evidence about the state of martech maturity and shows the same issues persist. Despite the market ballooning to $131 billion in 2023 and projected to hit $215 …

The quiet positioning mistakes that kill growth

Many teams position around what sounds compelling instead of what’s true. It works for a moment — demos spike and early reactions look positive. However, the gap between the pitch and the product is always evident during onboarding. That gap is where credibility breaks. A chocolate ad struck me as funny — and not in …

Conversational AI is growing rapidly, but consumers have a few concerns

MarTechCharts regularly highlights data of interest to marketers and marketing operations professionals. Source: “Inside the Conversational AI Revolution,” from Twilio. The use of conversational AI for customer service and sales is rapidly increasing, according to a new report from Twilio, which found 63% of organizations in either the final or complete stages of development, and …

October 2025 HubSpot updates include faster files, cleaner data and smarter AI

October’s HubSpot releases are packed with subtle but meaningful improvements and features that remove steps, simplify collaboration and make your data a little cleaner. You’ll notice improved record views, new AI enhancements and a long-awaited Google Drive integration that finally closes the loop between HubSpot and your shared files. From the everyday fixes you didn’t …

Salesforce buys AI startup to boost its enterprise search abilities

Salesforce has acquired Israeli startup Doti AI in a deal reportedly worth around $100 million, betting big on enterprise search tech that’s barely out of stealth mode. For marketers, it’s a sign that AI’s next frontier is making internal knowledge instantly accessible across campaigns, teams and tools. Doti AI, founded last year, describes itself as …

IAB Tech Lab unveils Agentic RTB Framework to boost real-time ad trading efficiency

The IAB Tech Lab has released the Agentic RTB Framework (ARTF) v1.0 for public comment, introducing a new technical specification designed to accelerate and streamline real-time bidding in digital advertising. The framework standardizes agentic interoperability within shared data center environments, enabling faster, containerized interactions between demand-side platforms (DSPs), supply-side platforms (SSPs), and other services. According …

AI is forcing a shift from data silos to shared customer context

For years, brands have tried to understand their customers through data. Dashboards multiplied, systems integrated and teams built metrics to measure the customer. Yet, most of that data still reflected how companies viewed the customer, not how customers actually experienced the brand. AI changes that balance. To generate anything relevant, it needs context defined by …

How the new attention standards turn feeling into data

Two months ago, I watched “KPop Demon Hunters” on Netflix. Several friends had recommended the animated film, so I figured I’d put it on and see what the hype was about. I was playing a game on my phone when it started. Within minutes, the phone was down. What began as background noise became an …