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Marketing in B2B organizations is shifting. AI is compressing the cost of execution — content creation, campaign deployment, analytics, and even ABM and personalization can now be done faster with fewer people. Meanwhile, expectations for marketing performance have never been higher. Stakeholders expect not just KPI but business drivers. CEOs and revenue leaders are no […]

A new model context protocol (MCP) server for Adobe Marketo Engage is expected to be announced at Adobe Summit, later this month in Las Vegas. MCP servers saw a surge in popularity in the past year as developers and vibe coders alike looked to connect AI tools to data sources. An MCP acts as a

Marketers who put their inbound strategy on the shelf in the past year can now put their Inbound conference mugs and SWAG alongside it. HubSpot renamed its annual Inbound conference, which takes place in September in Boston, to Unbound. A note on the event’s site explains the company’s thinking: “This evolution is our response to

Company messaging is important to get your meaning across, especially when your product is more complicated than baskets or Uber for basketweavers. But for many B2B companies, the problem is speaking to many audiences at once. When messaging tries to serve everyone, it often ends up resonating with no one. To identify your primary audience,

We’ve treated the customer journey as something neat and measurable, where users search, click and convert in a way that can be easily tracked, attributed and optimized. That model no longer reflects reality, as AI-generated answers, summaries and aggregated results change how people discover information and make decisions. Clicks still matter, but they don’t capture

Apple is bringing ads to Maps, and for marketers, this is less about a new format and more about a new battleground. The company announced that advertising will be part of its new Apple Business platform, with Maps ads rolling out in the U.S. and Canada this summer. That puts Apple directly into territory long

I had a conversation recently with the head of operations at a large nonprofit. It wasn’t about which AI tool is best or what platform is trending. It was about something much simpler and, honestly, much more important: why so many teams still struggle to get real value from AI. If you’ve spent any time

AI content is not hurting your search rankings, but it is not giving you an automatic edge either. That is the central takeaway from Semrush’s “Does AI content rank well in search?” study, which examines how AI content performs across a wide range of real-world search results. The findings challenge both extremes of the debate,

For years, Salesforce Marketing Cloud was the safe choice. Powerful. Enterprise. Trusted. But lately, we’re hearing something different: “Our data is too tangled to activate.” “We’re locked into contracts.” “We’re stuck sending the same emails on repeat.” “Everything is Band-Aids and duct tape — I don’t know how we can move without breaking everything.” “We