Marketers who are building campaigns and thinking about the customer experience probably don’t often think about the data layer of their martech applications. But the data layer is the key to customer relationships, and according to Mike Anderson, co-founder and CTO at Tealium, we’re now in the fifth era of the data layer. Anderson says …
Read more “The secret to happy customers is… your data layer”
The credit card bills from the 2025 holiday season aren’t even paid off, but Intuit Mailchimp is already taking the learnings from it and introducing enhancements for 2026. Mailchimp today announced platform enhancements designed to provide more avenues for merchants to connect their data and activate omnichannel campaigns. “We’ve heard so much from our customers …
Read more “Fresh off the holiday season, Mailchimp debuts new ecommerce features”
Oracle today announced more role-based AI agents for revenue teams using Oracle Fusion Cloud Applications. The new agents are embedded within marketing, sales and service processes to provide insights into unified data, help automate processes and deliver predictive insights. Like the previous batch of AI agents Oracle announced in October 2025, there are agents for …
Read more “Oracle expands its AI agents for marketing, sales and CS teams”
2026 will be an inflection point for U.S. marketers. Facing high economic uncertainty from tariff volatility and inflationary pressure, along with ever-changing consumer demands, brands need efficient, reliable growth catalysts — and marketing teams have a powerful opportunity to deliver that through affiliate strategies. Many brands today still treat affiliate marketing as a standalone effort, …
Read more “How affiliate marketing powers AI search and creator commerce”
Email marketing has been declared dead every time a new digital technology appears in all its shiny newness. Yet, it remains one of the most effective, profitable and controllable digital channels available to marketers. But so much of the promotional email that I see in my inboxes feels a little tired. Many messages look as …
Read more “What TikTok gets right about attention and what email overlooks”
Personalization is often treated like a data problem. Do you have enough attributes? Are your segments sophisticated enough? Is your tech stack capable of supporting it? While those questions matter, the secret sauce is understanding the context behind a person’s interaction with your brand at a given moment. A frequent traveler might visit an airline’s …
Read more “Why context matters more than data in personalization”
B2B marketing has always loved certainty. Clear value props. Clear differentiation. Clear “why us.” A neat list of features, benefits and proof points that make a buyer feel like they’re making a rational decision. But something is breaking underneath that framework. Software differentiation is collapsing. It’s easier, cheaper and faster than ever to build and …
Read more “Brand is the decision in B2B, and AI decides first”
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: What are the most effective strategies for aligning martech, adtech, and salestech in a unified revenue stack without compromising specialized capabilities? MarTechBot’s …
Read more “Unify your adtech and salestech without breaking what works”
With last week’s acquisition of Feedback Intelligence, ActiveCampaign just made a bold bet on where marketing automation is headed next: from static workflows to autonomous systems that can learn, adapt and improve without waiting for human input. At a time when every martech vendor is talking about AI, ActiveCampaign’s approach stands out because it’s focused …
Read more “ActiveCampaign’s latest move signals the era of self-driving campaigns”
U.S. B2B marketers are dealing with a paradox: they’re spending more than anyone else, but feeling less certain about the return. Over half (55%) of U.S. marketers reported budget increases in 2026, while 37% were asked to make cuts — most of them under 10%, according to 10Fold’s “The 2026 Marketing Budget Blueprint, Part II.” …
Read more “US B2B marketers have the biggest budgets and the lowest confidence”