Over the last decade, the volume of signal flowing through GTM has changed completely. Google searches now exceed 5 million a minute. Social posts top 500,000 a minute. Video creation has grown 10x, with more than 500 new hours uploaded every minute. AI accelerated this shift by making nearly everyone a creator. When signals reach …
With all the hype around AI, it should be no surprise that I’ve run into many less tech-savvy marketing team members who think AI does everything now. However, there are limitations to its capabilities, and wise marketers will combine AI’s capabilities with their existing technology to — as the mechanic’s motto dictates — use the …
Read more “Smart marketers set the rules before AI makes the calls”
Last month, I asked a VP of marketing how prospects were finding her company. “Organic search, some paid, a little social,” she said. I opened ChatGPT and entered a query that her ideal customer would use: “Best customer data platforms for healthcare SaaS teams with small RevOps staff.” Her brand never surfaced. That gap matters …
Read more “How CMOs should think about discovery in an AI-first world”
The reason so many companies dispense with strategy during stable periods is not just complacency or success. It’s something more basic and more damaging: a fundamental misunderstanding of what strategy actually is. In business, strategy is routinely treated as a plan, a roadmap or a commitment to a single coherent line of action. It’s framed …
Read more “A marketer’s guide to what strategy is and isn’t”
OpenAI is officially in the ad business. And not just any ads — super-premium, top-shelf, $60-CPM ads. That’s the pricing territory of live NFL broadcasts, way above Meta’s sub-$20 CPM and miles from your average programmatic placement. The pitch? ChatGPT isn’t like Google or social media. It’s a new kind of environment, where advertisers reach …
Marketing has long worked on the assumption that there are two paths to understand people and markets — often described as “nuance versus numbers.” Nuance wants to know how people feel, how brands are conceptualized and understood, what unknown drivers cause human behavior and what drives business success. Numbers want to know exactly how big …
Read more “You no longer have to choose between insight and impact”
Marketing organizations are racing to adopt AI while simultaneously trying to contain it. About 76.6% of marketers now have AI policies in place, up from 55.3% just a year earlier, per the Association of National Advertisers’ January 2026 survey (registration required). Investment is also surging. Nearly 89% plan to increase AI spending, and two-thirds would …
Read more “AI governance without strategy is setting marketing teams up to fail”
Every few years, loyalty comes under renewed scrutiny. Customers are described as fickle. Switching costs are low. Attention spans are shrinking. The story is familiar: loyalty is no longer realistic in a digital, price-sensitive world. That framing is convenient and mostly wrong. Loyalty didn’t disappear. Brands diluted it — slowly, deliberately and often unintentionally — …
Read more “Loyalty didn’t disappear. Brands traded it away.”
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 webinar email copy often ineffective, and what proven frameworks can marketers use to write promotional emails that actually convert? …
Read more “How to write promotional emails that actually convert”
Last quarter, I watched a marketing team spend $180,000 on an attribution platform they’d been lobbying for all year. The demos were impressive. The business case was approved. The contract was signed. Three months later, they still couldn’t get reliable data from it. No one had mapped which systems needed to connect to it, who …
Read more “The $2 million martech procurement mistake hiding in plain sight”