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”
Last week, Google introduced AI for the Gmail inbox, an announcement that got the attention of many email marketers. The new AI features now available in Gmail are built on Google’s Gemini 3 AI model, according to a blog post by Blake Barnes, VP of product for Gmail at Google. For Gmail users, these new …
Read more “More AI for the Gmail inbox isn’t the end of email marketing”
In martech, momentum is often mistaken for progress. That pause feels especially welcome in this space. With all the disruption and change, it can help to take a moment to breathe before the next wave arrives. Over the years, I’ve landed on a metaphor for how people tend to operate at work and in life. …
Read more “When martech requires a sprint — and when it demands a marathon”
Can you guess Merriam-Webster’s 2025 Word of the Year? Yep, it’s slop — “digital content of low quality that is produced usually in quantity by means of artificial intelligence.” If you spend any time on LinkedIn, you’ve probably seen it everywhere. And you’ve definitely seen people complaining about it. But AI slop isn’t just a …
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Every week, there’s a new AI-powered marketing tool promising to revolutionize your workflow. It’s tempting to try them all. But here’s what’s actually happening: marketing stacks are more cluttered than ever, teams are overwhelmed, and most tools are sitting unused while the bills keep coming. The real problem isn’t that you don’t have enough tools. …
Read more “How to tell if you have too many tools in your stack”
When it comes to AI in B2B marketing, strategy is still a gray area. That’s one of the biggest takeaways from MFS’s “2026 State of AI and B2B Marketing” report on how marketing leaders are using AI—and where they still hesitate to go. Most B2B marketers are leaning into AI for the things it does …
Read more “B2B marketers trust AI for execution but not strategy”
Growth doesn’t stall because you need more leads. It stalls when what’s happening inside can’t keep up with what buyers expect outside. Most teams are moving fast, just not together. Marketing is optimizing campaigns. Sales is chasing a number. Product is launching on its own timeline. And buyers? They’re stuck in the middle, dealing with …
Read more “Why internal alignment is your real growth engine”
functioned as a marketplace of attention. Now it is becoming a marketplace of intent. Large language models understand what users mean, not just what they type. They can answer intent directly. Sending people to websites to find answers is no longer required. For more than 20 years, the web ran on an unwritten trade. Creators …
Read more “Two content models emerging in the AI-driven web economy”
The IAB is stepping into the AI accountability conversation with a new framework aimed squarely at one of marketers’ biggest open questions: when, exactly, should AI use be disclosed in advertising? On Thursday, the trade group rolled out its first AI Transparency and Disclosure Framework, positioning it as a practical guide for brands, agencies, publishers …
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