MarTech contributor Melisa Reeve wanted to start building AI automations but found herself in a situation familiar to many when getting started: she tried automation platforms like Zapier and Make and found herself completely lost. 

Undeterred, she pressed on and found success. Today in MarTech, Melissa shares seven lessons she learned from her experience. You can use them to build and deploy your own AI automations. 

Also, are you running HubSpot and paying another vendor for intent data? Check this out. 

Mike Pastore
Editorial Director

HubSpot

14 HubSpot updates from April 2025 you don’t want to miss

From game-changing workflow options to AI-powered data enrichment, here are the HubSpot updates you’ll actually want to use.

B2B marketing

B2B buyers need a reason to believe, not a list of features

B2B buyers don’t want a feature list. They want confidence, clarity and a reason to believe. Here's how to deliver it.

Marketing artificial intelligence (AI)

7 tips for getting started with AI agents and automations

AI-powered automation doesn’t have to be overwhelming. Here are actionable tips to start small and scale thoughtfully.

Marketing artificial intelligence (AI)

AI took my job (to the next level)

Discover how agencies are using AI to boost efficiency, prove ROI, and stay indispensable to their clients.

Marketing artificial intelligence (AI)

Google Marketing Live 2025: Everything you need to know

Here is the recap of Google's event with AI updates about connecting earlier with customers, creating dynamic content and developing a fellow advertising expert.

Social media marketing

Publicis Groupe buys Captiv8 to grow influencer and social commerce capabilities

Captiv8 will join the previously acquired Influential in the Publicis Groupe portfolio.

Agencies

When clients ask "Did it work?"—here’s your answer

The Cross-platform Measurement in 2025 How-to-Guide helps agencies turn campaign metrics into client-ready insights. Prove brand impact with insights clients understand and value.

Marketing technology

Why ‘head of marketing’ is the most misunderstood title in startups

Startups love to give flashy titles to hungry marketers — without mentorship, power or a seat at the table. This costs everyone.

What else we're reading

• Have a HubSpot renewal experience you want to share?
• If branding is the butter, what’s the toast?
• Show of hands: Who isn’t using generative AI?
• How to grow in a multichannel world
• Marketing’s “mind-blowing” secrets and facts
• Chicken chain hopes AI will wake up new customers

MarTech research

• NEW! Get the 2025 State of Your Stack Survey report by downloading the PDF, flipping through a carousel, listening to a discussion of the results or watching the keynote session from the Spring 2025 MarTech Conference — all without registration.

MarTech Intelligence Reports are in-depth, independent and indispensable. They’re designed to help marketers navigate the martech landscape with questions to ask during the buying process, vendor profiles and more.

Download your Intelligence Report today:

• NEW: Generative AI for Content Creation
• B2B Data Enrichment and Hygiene
• Email Marketing Platforms
• Identity Resolution Platforms
• Marketing Work Management Platforms
• Marketing Automation Platforms
• Customer Data Platforms.
• Call Analytics and Conversational Intelligence

What they're saying

• “When buyers are overwhelmed or unsure, they go with what makes the decision feel rational, not what performs better. If there is no clear difference between products, they go with the one that feels safer to defend if questioned later.” – Eric Dates in B2B buyers need a reason to believe, not a list of features
• “Your job isn’t to dazzle your team; it’s to help them do better work. That means designing systems for people first. If the model and your automation improve, you’re on the right path. If things fall apart when the tech shifts, it was never built to last.” – Melissa Reeve in 7 tips for getting started with AI agents and automations

From Search Engine Land