Features drive marketers to replace martech, but cost is top of mind for new apps
A look at the highlights of the 2024 MarTech Replacement Survey.
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Mike Pastore's latest articles
3 announcements from Dreamforce marketers need to follow
How will all those AI announcements impact the way you work? Let’s take a closer look.
AI and security are the focus of latest Salesforce acquisitions
Salesforce went on a mini acquisition spree this week to bolster data security and voice AI capabilities.
Free trial vs. demo: What’s more effective in B2B SaaS ads?
An analysis of $20 million in paid search ad spend yields interesting results for practitioners of product-led strategies.
How to identify high-churn personas in B2B and mitigate their risk
Here are the six types of people most likely to stop using a B2B product and how to handle them.
Customer journey maps: What you need to know
A good map helps you see the customer experience through the eyes of your customers.
What CX leaders do that laggards don’t
We spent 10 minutes discussing the latest research on customer experience with Holden Bale, Global Head of Experience & Commerce at Merkle.
Acquisitions signal agencies are betting on influencer marketing
Looking for a sign that influencer marketing has truly arrived? Platforms that connect marketers with influencers are a hot commodity.
Where are martech vendors finding their revenue? Let’s take a look
Is the market for martech saturated? Maybe, but there's plenty of room to grow.
Limited HubSpot breach reminds us there’s risk in SaaS apps and data storage
HubSpot reported a relatively minor breach as U.S. customers were checking out for the holiday.
Take the 2024 MarTech Replacement Survey
Take a few minutes to tell us how your martech stack changed in the past year.
A new tech stack for cold email outreach is taking shape
AI is just one technology that’s changing the game of cold email outreach and re-writing the BDR playbook forever.
Will you ever trust a B2B tech vendor?
Some vendors lose the trust of customers through poor decisions. But some don't seem to be trying to earn it to begin with.
Oracle says goodbye to the adtech business
Declining revenue and the company's focus on the cloud and AI ultimately doomed its adtech investments.
Demand gen vs. lead gen: Have we reached a final verdict?
A report from HockeyStack says a demand generation strategy is superior to lead generation. We talked with the author to find out why.
Getting the most out of your martech applications
With budgets tight, marketers need to show return on their martech spend.
B2C marketing automation: The tools, tactics and prerequisites for success
Marketing automation in B2C uses different tactics and goals than in B2B, but in the end, it's all about revenue.
What does ‘better data quality’ mean for marketers? And how do we get there?
A step-by-step guide to improving the quality of your marketing data and keeping it there.
What is B2B marketing and why marketers should care
Learn what B2B marketing entails, how it differs from B2C, and what best practices marketers should be aware of.
Why does everyone seem to be re-thinking B2B marketing?
Is it time for a new approach to B2B marketing? We struck up a conversation with a pair of marketing veterans to get their thoughts.
How AI impacts the customer experience, when it’s done well
This insightful conversation about the current uses and future applications of AI in marketing was recorded at the Spring 2024 MarTech Conference.
Understanding customer identity without third-party cookies
Angelina Eng from the IAB and Ken Zachmann, CEO, Diverge Digital Media, discuss issues around customer identity without third-party cookies
Modern email marketing: Data privacy, bulk email restrictions and more
From the Spring 2024 MarTech Conference, our experts lead a lively discussion about email marketing.
Do CMOs really understand how their teams use martech?
And how much does it matter if they don’t?
Content management systems (CMS)
Webflow adds AI-driven personalization with Intellimize acquisition
Webflow's vision for a Web Experience Platform empowers marketing teams.
As lead gen grows on social media, marketers discuss what’s working
Social media lead gen products are backed by machine learning and vast amounts of data. How effective are they?
Marketing artificial intelligence (AI)
AI in marketing: Examples to help your team today
It's not a question of 'if' AI will deliver value for your team, but 'where.' Here are areas and functions to consider.
If you’re marketing on ‘Email Island,’ don’t get yourself voted off
Who can email marketers trust when email providers, email users and even their own sales team seem pitted against them?
CRM and marketing automation: The challenges and benefits of integration
These foundational elements of the martech stack work better together, if you get the integration right.
Can a programmatic approach bring efficiency, savings to B2B lead gen?
B2B lead generation is often a time-consuming, manual process. Maybe it’s time to re-think how it’s done.
Sendoso acquires Alyce, as gifting, direct mail platforms consolidate
Remote work presented challenges for direct mail. Can AI make a difference?
The secrets of effective leadership
Discover the secrets behind exceptional leadership skills and how you can apply them to your role in the marketing industry.
Ruth Stevens: Spotlight on the expert
Like many in B2B marketing, Ruth Stevens didn’t intend to make it her career, but she found it fascinating once she got there.
Email automation tools for the savvy marketer
Discover the email automation features you need and how AI will change them going forward.
Open-source customer data platforms: Can you unleash your data for less?
Is an open-source CDP right for your organization? That depends.
6 marketing books to read in 2024
Start the new year off with a good read about our favorite aspect of business: Marketing. These books each offer a unique insight into how it works.
Campaign management software: What can it do for you?
Streamlining the management of campaigns saves time and increases agility, but you're unlikely to find one solution that fits all of your needs.
Lead generation and marketing automation: How they work together
Marketing automation allows you to maximize the efficiency and results of your lead generation programs.
ANA study finds 25% of programmatic ad dollars are wasted
Only $0.36 of each $1.00 that goes into a DSP reaches a consumer, the study found.
Email marketers may be hit by Google’s mass account removal
Google is going to eliminate email accounts that have been inactive after two years which could help some marketers and hurt others.