Why 2025 is the year for martech optimization, not expansion
2025 is not for big martech spend but for laying an AI-ready foundation. Here's how to balance budget restraints with innovation.
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Anita Brearton's latest articles
Marketing artificial intelligence (AI)
Meet my research team: Gemini, ChatGPT and Perplexity
Learn how to turn to AI helpers as the first step in performing lengthy, previously manual research tasks.
Martech consultants are the secret weapon for conquering martech complexity
Uncover the evolving role of martech consultants in guiding enterprises through martech strategy, product selection and stack implementation.
Marketing artificial intelligence (AI)
MarTech in 2024 Part II: Who will be the winners and losers in the consulting and research and advisory worlds?
With the AI train coming down the track fast, consultancies and analysts in the martech space need to consider and adjust the services they are offering.
Marketing artificial intelligence (AI)
MarTech in 2024: Who will be the enterprise and vendor winners and losers?
The AI train is coming down the track and 2024 is the year winning brands and vendors will climb aboard.
Communicating martech’s value in a slowing economy
Learn strategies to strengthen marketing's position — from optimizing your martech stack to demonstrating marketing's business impact.
Marketing leaders, are you actually ready for AI?
AI-based applications are making their way into enterprise organizations. Here’s how to ensure you're in a position to use them properly.
Why CMOs must cross the technical divide
Here's why today's CMOs should prioritize marketing technology strategy and create internal policies for using generative AI.
The state of martech in 2023
Marketing teams should start rationalizing their stacks to eliminate contract, product and functional redundancies.
17 AI-powered writing tools and how to make best use of them
We looked at the 17 most popular AI-powered writing tools. Here's what you need to know about using them to create content.
A look at martech investment and innovation
Roughly the same number of companies/products enter and exit the market each year.
My stack is bigger than your stack, so what?
Martech stacks must be judged by effectiveness, not size.
The formula for calculating martech ROI
There's a straightforward, if complex, formula for measuring martech ROI, but we also need to evaluate the products themselves and the overall stack.
Here’s how startups and small companies should build their marketing stacks
A guide to building your initial martech stack - the right way.
Navigating the evolving martech landscape
Change is inevitable across the marketing technology industry. Here's how to stay ahead of the game when it comes to managing your martech stack.
Stack evolution: Cancel those credit cards and put a process in place
Through the power of a credit card, everyone in the organization has become a technology purchaser without strategy or discipline. That needs to change.