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Cvent buys Goldcast to create event and video marketing platform

Cvent is expanding its event technology footprint by acquiring Goldcast, a video and AI‑driven event content platform used by B2B marketers. The deal brings together Cvent’s large-scale enterprise capabilities and event management expertise with Goldcast’s ability to turn live event moments into ready-to-use video assets and engagement insights across channels. In a blog post, Goldcast’s …

The customer funnel is gone, and trust is the new moat

As AI agents collapse the consumer funnel and mediate more decisions, brands must strengthen the distinctly human moats — loyalty, trust, community, ecosystems of convenience and meaningful human care. Consumers no longer need 20 tabs, comparison tools or nights spent researching. Increasingly, all they need is a prompt — “book me the best option,” “find a …

The AI gold rush is over, and it’s the orchestrators’ time to shine

For the past two years, we’ve been living in AI’s gold rush era. To borrow from Taylor Swift, think of it as the “Lover” phase, where everything is shiny, new, and full of possibility. The behavior: Buy everything. The metric: Can it generate something cool? The vibe: Pure FOMO. But we’re entering a new era …

4 steps to building real AI skills without waiting on leadership

Many marketing leaders expect their teams to embrace AI but offer little direction on where to begin, which areas to prioritize or what outcomes to pursue. While AI is clearly transforming the workplace, applying it meaningfully in a work context is far more nuanced than using ChatGPT to find the perfect recipe. If your organization …

Marketers are drowning in data but starving for insight

Source: The 2026 Marketing Intelligence Report Marketers have more data than ever and an expanding suite of tools to work with — yet many are still flying blind. According to “The 2026 Marketing Intelligence Report” (registration required) from marketing intelligence platform Funnel and Ravn Research, 72% of in-house marketers and 55% of agency marketers say they’re overwhelmed …

Why quality management is the partnership martech can’t ignore

As martech practitioners straddle the line between marketing and IT they take on work that touches both worlds. Quality management — including quality assurance (QA) and user acceptance testing (UAT) — is one of those disciplines where practitioners provide significant value no matter where they sit on the org chart. Martech is a team sport …

The Vibe Marketing manifesto

The term “Vibe Marketing” emerged in February 2025, when OpenAI co-founder Andrej Karpathy described “vibe coding” as fully embracing the vibes and letting AI handle the technical details, while humans focus on the creative direction. The concept grew since then. According to Exploding Topics, searches for “Vibe Marketing” increased nearly 700% in the past year, …

Stronger targeting starts with aligned personas and ICPs

Many B2B marketers build strong ideal customer profiles (ICPs), but an ICP alone can’t explain why individual buyers act. To create targeted campaigns that convert, you need the ICP for focus and the persona for message — and both must work together inside the martech stack. Why strong ICPs still fall short in practice It’s …

GA4’s Advertising Snapshot shows why last-click attribution no longer fits AI-led journeys

Many teams still judge channel performance based on last-click results. That once made sense in a simpler search world where users moved quickly from query to website to conversion. But that model no longer reflects today’s behavior, and GA4 makes that gap more visible as AI-led search, multiplatform browsing and multimodal decision-making reshape the user …

IAB Tech Lab introduces new CTV ad formats, updates programmatic guidance

The IAB Tech Lab has unveiled a new CTV Ad Portfolio and a major update to its Guide to Programmatic CTV, aiming to bring much-needed clarity and consistency to a fast-growing — and often fragmented — part of the digital advertising landscape. The portfolio outlines six core ad formats for connected TV: Pause, Menu, Screensaver, …