Salesforce signed a definitive agreement to acquire Fin, a customer agent vendor formerly known as Intercom, for approximately $3.6 billion. The deal comes only one month after Intercom adopted the Fin name. The company’s core offering is an AI agent that specializes in end-to-end resolution of complex customer queries across channels, including live chat, email, …
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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. Q: As third-party cookies vanish and B2B journeys grow more complex, what is the role of “Marketing Mix Modeling” (MMM) vs. “Multi-Touch …
Brand loyalty has long been measured through familiar signals like repeat purchases, points accumulated, and tiers unlocked, all of which reflect how people traditionally browse, compare, and return over time. Those systems were designed for a world where consumers actively made decisions at every step of the journey. That foundation is eroding as AI systems …
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Move faster. Build faster. Personalize faster. Create more content, launch more campaigns, automate more touchpoints, and prove more value with fewer resources. Now AI makes scaling almost too easy. The CMO’s next advantage lies in knowing which signals matter, which can be trusted, and how to shape growth with those signals. The enterprise is moving …
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Marketers have spent years asking whether consumers are ready to buy from AI. New research from Invoca suggests that question has largely been answered. The bigger issue is whether brands are ready to support the customer expectations AI has created. According to Invoca’s “B2C Buyers Experience Report,” consumers are increasingly comfortable using genAI and agents …
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When your sales team says the leads coming from marketing aren’t good enough, are they wrong? In most cases, the problem isn’t lead volume. It’s signal quality. Marketing routes contacts based on activity rather than account readiness. Your sales team picks up the phone to a contact who once browsed your pricing page. Meanwhile, a …
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Marketers have more channels at their disposal than ever before, but somehow we’ve managed to fill each and every one of them with an awful lot of noise. For some marketers, the return of in person events after the pandemic provided an opportunity to build community, create connections, and escape from the noise. In this …
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Marketing teams are under growing pressure to prove that AI can deliver real value, such as generating revenue, achieving mission success, and reducing costs. The early phase of AI adoption was defined by pilots, productivity gains, and tool exploration. Those efforts helped organizations learn about the burgeoning technology, but they also created a new challenge: …
If you’re reviewing a year of AI activity and still feel like nothing meaningful changed, you’re not alone. Many companies are measuring activity rather than building a strategy. That distinction matters because it is the difference between scattered experimentation and durable advantage. You can spend real money, create real internal excitement, and still be no …
Marketing leaders are putting more money into digital channels and customer acquisition as they look for growth in an AI-driven market, underscoring how AI is reshaping budget priorities. According to Gartner’s 2026 CMO Spend Survey, awareness and conversion activities now account for 62.6% of media spending, while digital media represents more than two-thirds of total …
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