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For 15 years, vendors built GTM systems to acquire customers and accelerate growth. They measured and optimized for what they could see, including closed revenue, pipeline, and new logos. Although GTM teams never intended to underinvest in retention, few made it hard for customers to leave. That approach worked when scale was the moat. But […]

The marketing landscape is increasingly difficult to navigate because privacy regulations, cookie degradation, and fragmented user journeys now routinely happen outside the scope of standard digital tracking. AI search and LLM-driven discovery make attribution even harder. When analytics platforms can’t connect a click to an eventual sale or lead, relying on a single source of

Imagine three investigators arriving at the same crime scene. One analyzes fingerprints. Another reviews surveillance footage. The third interviews witnesses. Each walks away with a unique interpretation of what happened. The lead detective’s job isn’t deciding which evidence matters most. It’s piecing all the evidence into a more complete understanding of the truth. Measurement today

In MarTech’s “MarTechBot explains it all” feature, we pose a question about marketing to our very own MarTechBot, which is trained on the MarTech website archives and has access to the broader internet. Q: What are the best practices for implementing a “warehouse-native” CDP without compromising the real-time personalization capabilities expected by B2B buyers? The

Salesforce today signed a definitive agreement to acquire Contentful, planning to use the composable content platform alongside its Data 360 and Agentforce platforms to deliver personalized, AI-assembled experiences at scale across channels.  Many enterprises are relying on static, channel-specific content. With Contentful on board, Salesforce wants to help these organizations move to dynamic content orchestration

The pressure to produce more content, faster, with fewer resources is real. And AI has been the obvious answer — 74% of marketers are already deploying or testing AI-generated content, and 43% plan to increase investment this year, according to data published today by Validity. But here is a paradox for marketers racing to scale

Archilochus, the ancient Greek poet, wrote a line that has traveled through 28 centuries and now belongs to every Navy SEAL training manual and leadership keynote: We don’t rise to the level of our expectations. We fall to the level of our training. That is where most marketers find themselves with AI right now. The

Nearly half of B2B SaaS companies say they have already cut or reduced marketing roles because of AI, according to a new report from Wynter. The surprising part is that most of those cuts never showed up as layoffs. Companies quietly stopped backfilling open jobs and let attrition shrink teams over time. Source: Wynter’s report

If you’re like most brand teams I talk to, you’ve got a system for keeping tabs on the competition — dashboards, weekly reports, and someone scrolling competitor social feeds every few days. It feels organized. It feels like staying informed. But watching competitors and understanding what their moves mean are two different jobs. I’ve sat

B2B brands are learning that showing up in AI-generated answers is only part of the challenge. AI systems also shape how vendors are framed, compared, and recommended during the buying process. That distinction matters because more software buyers are now turning to AI tools before they consult analyst reports or search engines. According to a