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This article was co-written by Lucas Walshe, Senior Digital Analytics Consultant at fifty-five.  Legal teams increasingly ask marketing teams to weigh in on the California Invasion of Privacy Act (CIPA), a little-known California privacy law from 1967 that’s resurfaced in disputes over digital tracking. Many companies struggle to understand what’s at stake or how to […]

Transactional, triggered, and promotional emails may all land in the same inbox, but they don’t do the same job. They follow different rules, support different business goals, and create value in different ways. Those distinctions matter more than they might seem. They influence everything from compliance and deliverability to customer experience and revenue. Treating every

There are many ways to use AI in marketing, and it feels like for every smart initiative, 10 AI vendors have cropped up with a tool to address it. At the beginning of this wave, I took more calls and answered more emails than I do these days. Over time, I realized I was asking

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. Q: Open Semantic Interchange (OSI) promises to standardize metadata schemas across disconnected martech platforms. Pragmatically speaking, what are the first structural steps a

Much of the discussion around AI and marketing jobs has focused on one question: Will AI replace entry-level marketers? That may be the wrong question. A more important one is emerging: If AI takes over the execution work that junior marketers have traditionally done, where will the next generation of marketing leaders learn judgment? Marketing

A typical CMO writes most martech postmortems from their own perspective. I’ve sat in those rooms for 30 years, and the story rarely changes. The platform underdelivered, the ROI never showed, or the vendor oversold the demo. The tools take the blame, but the stack never gets to answer. This time, I’m going to let

Ninety percent of CX organizations are now piloting or deploying AI, according to Five9’s “2026 Business Leaders CX Report.” Overall, the report found that organizations are largely aligned on adopting AI, but sharply divided on governance, deployment strategies, and how to use it in customer service without creating new complexity or eroding customer trust. AI

With vibe coding growing in popularity, enterprise organizations need standards and workflows to scale it sustainably. Prompt logs are an essential part of that foundation. They document how AI-generated code came together, making audits, maintenance, and knowledge transfer much easier. Vibe coding uses natural language prompts to generate code. Maintaining a prompt log lets you

Customer acquisition cost (CAC) is rising across virtually every B2B category. The industry’s diagnosis: more competition, more channels, and more noise. The prescribed remedies: better targeting, more content, tighter ideal customer profiles (ICPs), and sharper messaging. But here’s the question the B2B go-to-market (GTM) profession isn’t asking: If CAC is rising, where’s the corresponding improvement

AI has taken over go-to-market, and that’s not hyperbole. In Salesforce’s 2026 State of Sales report, 87% of sales organizations said they now use some form of AI for prospecting, forecasting, lead scoring, or drafting emails. More than half use it specifically to prospect. Marketing isn’t far behind. Open your inbox, and you can feel