Google is rolling out Scenario Planner, a no-code tool designed to make its Meridian marketing mix model accessible to marketers who do not have a data science team on speed dial. Marketing mix modeling has long promised rigorous, data-driven budget optimization. The problem has always been usability. Scenario Planner aims to change that by turning …
Read more “Google launches no-code Scenario Planner built on Meridian MMM”
SAP today announced it is renaming its SAP Emarsys solution to SAP Engagement Cloud. The rebrand is part of a larger SAP strategy to make engagement a core enterprise capability across the company’s portfolio. But it’s not just a name change, Joanna Milliken, head of SAP Engagement Cloud, told MarTech. “With Engagement Cloud, we really …
Read more “SAP evolves Emarsys into a full-blown engagement cloud”
Marketing measurement has changed a lot over the last few years. Attribution alone isn’t enough, and most brands know it. Incrementality testing and media mix modeling (MMM) are no longer optional. Yet many teams are still stuck. Not because they don’t understand measurement, but because they don’t know how to act when the data isn’t …
Read more “If your measurement strategy delays decisions, it’s broken”
Last quarter, a B2B SaaS marketing team ran a full content audit. They hired a strategist, surveyed customers and spent three months building a messaging framework from scratch. Meanwhile, their customer success manager had a Slack channel packed with verbatim quotes from customers explaining exactly why they bought. Their CRM had deal notes where reps …
Read more “Your CRM knows more about your buyers than your personas do”
Traffic from AI chatbots converts at a higher rate than traffic from Google. That’s according to Airbnb CEO Brian Chesky, who dropped the data point during the company’s Q4 2025 earnings call. “And what we see is that traffic that comes from chatbots convert at a higher rate than traffic that comes from Google,” Chesky …
Read more “Airbnb says AI chatbot traffic converts better than Google”
Your best performers in sales will almost always succeed. The poor performers will always struggle. But there’s a middle ground that contains more than half of the sellers in any given organization, and today’s CRM applications aren’t helping them improve. That’s the opinion of David Roberts, CEO of SugarCRM. But Roberts has hope. AI has …
The latest GTM Effectiveness Report from Proof Causal.ai and Fiduciari makes the numbers difficult to ignore. Across enterprise B2B go-to-market functions, roughly 53% of GTM spend was ineffective across a basket of approximately 500 public companies. Among private startups and scaleups to which Proof had access, the inefficiency rate climbed above 70% before causal relationships …
Are you destined to lead a brand that can no longer be found by the systems your customers trust most? The traditional digital discovery landscape has shifted so fundamentally that many established marketing playbooks now read like ancient history. As consumers continue to adopt AI-based search tools over traditional search methods, the risk of losing …
Read more “The competition for brand visibility has moved to AI search”
Every year, marketers analyze performance data from the holiday shopping period to understand how consumers are buying and where marketing strategies are working. While topline growth always draws attention, the most valuable insights often come from how purchases happen rather than how much was spent — defying last year’s pessimistic forecasts. Despite ongoing concerns around …
Read more “The path to purchase just got dramatically shorter”
People may debate which Super Bowl ad was the best, but there’s no question which was the most consequential — and not in a way the brand wanted. The Ring ad “Search Party” ran in the third quarter of the game, and it’s easy to understand why someone thought it was a good idea: It’s …