Twilio is rolling out a new set of platform capabilities to address one of the most persistent problems in customer experience: conversations that don’t carry over from one interaction to the next. Announced today at SIGNAL 2026, the three new components are a new “conversation layer” designed to connect data, channels, and both human and …
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The surface mechanics of lead generation — the forms and follow-ups — haven’t changed much in years, but the volume, velocity, and complexity of data interactions have changed dramatically. But modern lead gen is built on automated nurture sequences, AI scoring models, and predictive analytics, making the infrastructure behind the data more vital than ever. …
Read more “Data quality will make or break your lead gen strategy”
Anthropic just crossed the $30 billion revenue run rate, built on companies deploying AI agents into core workflows. Eighty-two percent of those companies’ CIOs admit they cannot govern what those agents are actually doing. That is not an AI capacity problem. That is an unpriced liability running at production speed. What is the Shadow Ledger? …
Read more “Why AI agent adoption is creating unseen risk across the enterprise”
Return on ad spend (ROAS) has long been the default metric for evaluating marketing performance. It’s simple, immediate, and easy to communicate: dollars in versus dollars out. But simplicity can be misleading. As the digital ecosystem becomes more complex and organizations demand clearer accountability for growth, ROAS alone is no longer sufficient. Performance marketing is …
Everybody loves a winner, especially a winning test in email marketing. You know the feeling. The winner gives you clarity and confidence. You feel as if you’ve finally figured something out. It’s the holy grail of testing! You ran an A/B test on a campaign, one version outperformed the other, and now you have direction …
Read more “Your Email A/B test winner might be lying (and it’s costing you)”
In 2026, the marketing technology landscape grew by just 0.7%, increasing from 15,384 to 15,505. At first glance, it appears to have stalled and reached its limits. But that headline number hides what’s really happening beneath the surface: nearly 1,500 tools were added, while more than 1,300 disappeared. This is not stagnation. It is renewal. …
Digital video is becoming a primary environment for AI, targeting, and outcome accountability, according to the recently released “2026 IAB Digital Video Ad Spend & Strategy Report: Part One.” The report shows a fast-growing market that is more automated and more demanding of precision than ever. U.S. digital video ad spend will grow 11% year …
Read more “Digital video ad spend surges as AI and targeting reshape strategy”
Walk into any B2B marketing event, and someone will mention intent data. They’ll talk about surge topics, in-market accounts, and the magic of knowing who’s researching what. They’ll show you a dashboard. It’ll look impressive. Then they’ll mention which provider they use, maybe a layered combination of tools. But a big problem is that a …
The search industry is defined by constant flux, but for brands, the core objective remains unchanged: using digital assets to drive real-world impact. However, the path to that impact has shifted. The rise of generative AI and large language models (LLMs) has accelerated the transition toward synthesized search, where users receive personalized answers without ever …
Read more “The third parties shaping your brand in AI search”
AI is no longer a future disruptor for marketing. It is already changing discovery and buying decisions, and how organizations evaluate market opportunities and compete for growth. Despite this, many marketing leaders are still being evaluated primarily on campaign execution rather than their ability to guide enterprise transformation. Gartner research shows a striking disconnect. While …
Read more “How marketing leaders are succeeding in the AI era”