News – Page 37 – Attention Media

Unify your adtech and salestech without breaking what works

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 …

ActiveCampaign’s latest move signals the era of self-driving campaigns

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 …

How smart B2B teams use video to win deals before they start

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 …

Why customer success managers are a martech power move

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 …

US B2B marketers have the biggest budgets and the lowest confidence

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.” …

AI could unlock $30B for marketers, if we fix measurement first

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 …

B2B marketers should stop punting on Super Bowl week

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), …

Performance marketing is being rewritten by AI

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 …

Trust can’t be automated, and that’s why it matters

Trust is the secret sauce for building customer relationships that actually last. Think of it as the soil where your customer lifetime value grows—and that’s the metric that really matters for your bottom line. At the end of the day, the more your customers trust you, the more profitable you’re going to be. You need …

Your AI strategy fails without data and context

Throughout 2025, no topics seemed to be connected at the hip quite like data and AI. As AI users and businesses started to plan for moving beyond popular LLMs and into real-world deployments of AI and agents, the importance of accurate, well-governed data as the foundation for AI became clear. In 2026, adding context to …