There was a time when we hung our hats on the number of B2B leads we could generate in a day. Those were the days of high volume and high hopes — where a little bit of budget could guarantee a steady stream of leads handed off to the sales team. The premise was a …
Adobe is replacing its Experience Cloud umbrella with a new flagship offering called Adobe CX Enterprise— an AI-first platform that merges creative and marketing capabilities under a single, agent-based architecture. The company plans to unveil CX Enterprise and more than a dozen related product announcements at Adobe Summit 2026, its annual marketer-focused event running April …
Read more “Adobe rebrands Experience Cloud as ‘CX Enterprise,’ goes all-in on AI agents”
Most B2B organizations are running on a broken feedback loop. Marketing generates leads based on engagement signals. Demand gen qualifies them against criteria that often diverge from what sales actually needs. Sales closes (or doesn’t) with little visibility into what marketing did to get a prospect to the table. When a deal is lost, those …
Read more “How to unify and orchestrate your B2B data to drive revenue”
Marketing teams spend a lot of time optimizing for performance. What’s the right CPA? What’s the right ROAS target? How much should we spend? Those questions feel practical. They’re measurable. They give teams something concrete to anchor to. But they miss the real decision. Budgets often start as a fixed amount of spend to optimize. …
Read more “Marketing investment is a capital allocation decision”
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 three most critical KPIs a Marketing Ops leader should report to the CMO to prove their department is a …
Read more “3 KPIs that prove marketing ops drives revenue impact”
AI has quickly become the most overconfident line item in the modern marketing roadmap. Budgets are shifting. Teams are being restructured. Vendors are being evaluated almost exclusively through the lens of how “AI-powered” they appear. There is a growing assumption that once the right models are in place, performance will follow. Better targeting. Smarter segmentation. …
We’re experiencing a conflict between the economic pressure to produce quick and cheap research results and the scientific demand for rigor. Hundreds, if not thousands, of lifelike personas can be generated within minutes by vendors promising strong results. But these often operate as methodological black boxes, producing outputs that can’t be validated, may contain hidden …
AI search is quickly becoming a gatekeeper in B2B software buying. New research found that 71% of buyers rely on AI chatbots at some point in the software research process, and 51% now start their research with an AI chatbot more often than with Google. In G2’s report, “The Answer Economy: How AI Search is …
The pressure to produce content at an unrelenting pace often leaves marketing teams feeling like they’re running a marathon on a treadmill — moving fast, but losing the human connection that actually drives results. At the May 6th MarTech Conference, we’re hosting a session called, “Marketing’s moment: Reclaiming the power of the story — fueled …
Read more “Reclaiming the power of the story — fueled by data and AI”
You’re about to launch a campaign. The creative is done, the emails are built and everything is scheduled. Now you’re ready to pull the list. You give it a scan and notice all the data hygiene issues. The name field is full of inconsistencies like “Hi JOHN” or “Hi ,Mary (Mary Jane).” Or you have …