“Data is our most valuable asset” is a phrase marketers, particularly those in B2B, repeat so often. You’ll hear B2B data compared to gold, oil, and almost any other precious resource. There’s little argument about its importance. We also invest heavily in data. Our MAPs, CRMs, CDPs, and endless martech tools consume a significant portion …
Read more “B2B marketers are drowning in data but starving for insight”
The first research campaign I managed for a client was… disappointing. A third-party vendor designed the survey and fielded it to their panels. We knew exactly who we wanted to reach. We couldn’t afford to target them precisely. We got responses, and we got leads, but the leads didn’t convert. The following year, we tried …
Read more “How to choose the right research partner and get better B2B results”
The pressure to adopt AI often clashes with the reality of maintaining a brand that still feels human. It is a common struggle: you are caught between the need for rapid innovation and the fear of disrupting workflows that your team spent years perfecting. At the May 6th MarTech Conference, the session “AI + human …
Read more “AI + human ingenuity: Where creative and technical teams meet”
Microsoft is introducing AI Max for Search campaigns, which expands query matching and personalizes ad delivery across Copilot and Bing. It is also rolling out updates designed to help advertisers stay visible as AI agents take on a larger role in discovery and transactions. The changes span measurement, commerce, and media, and they point in …
Read more “Microsoft updates ads platform for AI-driven discovery”
We’re all flooded with AI tools and features. Every week, there’s a new platform promising better personalization, faster content, smarter targeting, or fully autonomous execution. Marketing is leading the charge by testing, piloting, and purchasing faster than any other function. But there’s a huge gap between buying AI and operationalizing it. According to Salesforce’s latest …
Read more “Before you buy another AI tool, ask these 5 questions”
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”