Personalization is often treated like a data problem. Do you have enough attributes? Are your segments sophisticated enough? Is your tech stack capable of supporting it? While those questions matter, the secret sauce is understanding the context behind a person’s interaction with your brand at a given moment. A frequent traveler might visit an airline’s …
Read more “Why context matters more than data in personalization”
B2B marketing has always loved certainty. Clear value props. Clear differentiation. Clear “why us.” A neat list of features, benefits and proof points that make a buyer feel like they’re making a rational decision. But something is breaking underneath that framework. Software differentiation is collapsing. It’s easier, cheaper and faster than ever to build and …
Read more “Brand is the decision in B2B, and AI decides first”
In MarTech’s “MarTechBot explains it all” feature, we pose a marketing question to our very own MarTechBot, which is trained on the MarTech website archives and has access to the broader internet. Question: What are the most effective strategies for aligning martech, adtech, and salestech in a unified revenue stack without compromising specialized capabilities? MarTechBot’s …
Read more “Unify your adtech and salestech without breaking what works”
With last week’s acquisition of Feedback Intelligence, ActiveCampaign just made a bold bet on where marketing automation is headed next: from static workflows to autonomous systems that can learn, adapt and improve without waiting for human input. At a time when every martech vendor is talking about AI, ActiveCampaign’s approach stands out because it’s focused …
Read more “ActiveCampaign’s latest move signals the era of self-driving campaigns”
There’s a dangerous misconception in B2B marketing that video is just a brand awareness play. We tend to bucket video into two extremes: The “viral” top-of-funnel asset that gets views but no leads. The dry bottom-of-funnel product demo that gets leads but no views. This binary thinking is breaking your pipeline. In my role at …
Read more “How smart B2B teams use video to win deals before they start”
Martech is a team sport, and no one wins it alone. Success depends on coordination across internal teams and external partners. A customer success manager, or CSM, is one of the most important — and often underutilized — partners for marketing technology practitioners. They play a critical role in shaping the vendor-client relationship and long-term …
Read more “Why customer success managers are a martech power move”
U.S. B2B marketers are dealing with a paradox: they’re spending more than anyone else, but feeling less certain about the return. Over half (55%) of U.S. marketers reported budget increases in 2026, while 37% were asked to make cuts — most of them under 10%, according to 10Fold’s “The 2026 Marketing Budget Blueprint, Part II.” …
Read more “US B2B marketers have the biggest budgets and the lowest confidence”
Your analytics team is spending hours connecting the dots across your offline and online campaigns. Your attribution approach is predominantly last-touch or when it’s more sophisticated, it’s a black box you can’t quite explain to stakeholders. You question whether your marketing mix model (MMM) is providing the right recommendations. You trust your incrementality tests, but …
Read more “AI could unlock $30B for marketers, if we fix measurement first”
B2B marketers usually treat Super Bowl week like a black hole for engagement. The assumption? Everyone’s distracted, inboxes are crowded and it’s safer to go quiet and wait it out. But new data from HubSpot turns that logic on its head. After analyzing marketing activity and buyer behavior during the past three Super Bowls (2024–2026), …
Read more “B2B marketers should stop punting on Super Bowl week”
Every year, Spotify Wrapped reminds marketers of an uncomfortable truth: AI isn’t just supporting marketing anymore — it’s often the star of the show. What started as automation and personalization has evolved into AI systems that plan, execute, optimize and measure performance in real time. From dynamic ad creative to media buying and attribution, AI …