Automation can fix problems. That belief is a persistent and expensive myth in today’s organizations. Automation only accelerates what already exists. And if you have a bad foundation, anything built on it can’t be stable, regardless of how much technology you try to inject into it. Because automation doesn’t improve marketing maturity, it exposes it. …
For more than a decade, sessions have been among the most relied-on metrics in digital marketing. They offered a simple and intuitive way to measure growth. More sessions meant more visibility. More visibility meant better SEO performance. For leadership teams, session growth became shorthand for success in organic search. That mental model is no longer …
Read more “Why engagement metrics matter more than sessions in AI search”
While researching my upcoming book, Hyperadaptive: Rewiring the Organization to Become an AI-Native Enterprise, I tested countless tools. I want to talk about the one nobody is discussing. It isn’t a flashy new AI model or something that generates video on the fly. It is browser-based AI. I’m talking about the quiet, always-on assistants like …
Read more “The most useful AI tool might already be in your browser”
AI is doing wonders for B2B marketing by cutting costs and improving productivity. But, as has been the case for the past 56 years, these gains aren’t reflected in people’s paychecks. According to the “2025 B2B Tech Marketing Salary & AI Career Impact Survey” from Metadata.io and VPMarketing.com, 90% of tech marketers are using AI …
Read more “AI is paying off for B2B marketing. For B2B marketers? Not so much.”
The IAB Tech Lab has introduced the Event and Conversion API (ECAPI) to standardize how advertisers communicate key marketing events and conversions to platforms and partners. It’s open for public comment through February 20, 2026. The goal? Less friction, more clarity. “Advertisers and platforms are already doing this in parallel,” said Anthony Katsur, CEO of …
Read more “IAB launches Event and Conversion API to standardize advertisers’ shared data”
Measuring your marketing and sales success by defining, measuring and optimizing the stages an account progresses through will make the attribution conversation obsolete. Yeah, I said it. Teams obsessively track impressions, clicks, website visits, form fills, event registrations, content downloads and MQLs to try and scientifically associate that behavior with what prompted a customer to …
Read more “Measuring account progression makes the attribution conversation obsolete”
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. Today’s question: How can B2B marketers build long-term buyer momentum by connecting mental availability to buying triggers instead of relying on short-term …
Read more “How to build lasting buyer momentum in B2B marketing”
Early in my career, the technology contracts I signed were fairly straightforward. I knew what I was paying for, how many seats I had and what was included. Even as data volumes grew and systems became more complex, costs were still mostly understandable. You could estimate what it took to store, move and process data. …
Read more “Why AI is the most unpredictable cost in the martech stack”
A few years ago, I read “Six Thinking Hats” by psychologist Edward de Bono. The core idea is simple: each hat represents a distinct way of thinking about a problem. While the framework is often discussed in broader management contexts, it has clear and practical applications in martech management. Essentially, when evaluating an idea or …
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Five days compressed into five minutes. Six weeks into six days. These aren’t marginal improvements. They’re what happens when marketing organizations remove the structural barriers that prevent talented people from acting at the speed of customer behavior. As Peter Drucker, the father of modern management, warned in “Managing in Turbulent Times,” “The greatest danger in …
Read more “Peter Drucker warned us. Positionless Marketing is the answer by Optimove”