5 brands whose small actions drove big returns
AXA, Suncorp, Idomed, Heineken, and Molson got big business results from small creative ideas, showing a different model for earning attention.
More from MarTech: Page 2
Programmatic video needs more visibility into AI-driven decisions
AI is making adtech decisions harder to see, putting pressure on platforms to explain outcomes and prove their value.
B2B growth doesn’t end at closed-won
From first value to expansion, a strong post-sale system helps B2B companies compound the value of customers they’ve already won.
A 7-step guide to running ads on ChatGPT
ChatGPT Ads work differently from other ad platforms. Here’s what early campaigns reveal about CPCs, targeting, measurement, and performance.
How AI, publishers, and social media are rewriting product discovery
Product discovery now spans AI, social, publishers, creators and communities. Here’s how brands can influence purchase decisions.
IAB Tech Lab releases new privacy standards
Rules aim to keep up with evolving state laws and to make it easier to communicate consumer privacy choices.
The marketing-to-sales handoff is where revenue leaks
Buying signals lose value when speed and context disappear. Connected workflows turn more opportunities into revenue.
How to manage AI prompt governance and costs
Scaling content generation requires strict fiscal and brand control. Here is how to build centralized frameworks for prompts and tokens.
Marketing artificial intelligence (AI)
5 AI blind spots that cost you conversions
Every marketer can generate competent copy. Few understand what actually changes behavior.
Marketing artificial intelligence (AI)
OpenAI adds technology to compete for ad dollars
Product carousels and AppsFlyer attribution give ChatGPT more of what performance marketers need to move beyond experimental ad buys.
Here are the marketing skills AI is making more valuable
As AI takes on more execution, there is more need for marketers who bring judgment, strategy and the skills to direct the technology.
6 steps to protect your data from being stolen by vendors
Learn how to audit martech vendors, limit their access to sensitive data and make security part of every software purchase.
How to build a technology advisory committee that adds value
Reduce duplicate software, improve adoption, and align technology investments with governance that supports smarter purchasing.
Personalization still falls short of customer expectations
Most brands recognize customers but don't understand their context. Learn what's keeping personalization from meeting rising customer expectations.
Time’s AI-only ads may be marketing’s next frontier
Time is serving ads directly to AI crawlers, a strategy that could reshape how brands influence AI-generated answers.
How agencies are evolving to overcome AI
Routine content creation is becoming less valuable. New research shows agencies are responding by selling expertise instead of production.
Stop looking for the perfect attribution model
No attribution model can answer every business question. Successful B2B marketers combine attribution, MMM, and experimentation instead.
The biggest bottleneck in market research isn’t the research
Survey design and analysis aren't the problem. The delays happen between them. AI-native platforms are designed to eliminate that friction.
Customer relationship management (CRM)
Is your intent data being sold to your competitors?
Researchers say software vendors routinely collect customer and business data and incorporate it into commercial products.
The future belongs to marketers who make others smarter
Experience isn't losing value because of AI. It's shifting from personal expertise to better decisions, stronger teams, and organizational impact.
How to audit your email automations for revenue gaps
Find your email program's weak spots, from deliverability basics to high-value flows and ESP features, and turn missed opportunities into revenue.
Why the F.A.C.T.S. model is the key to search everywhere optimization
Learn how to boost visibility across search, social, reputation, and AI using SOCi's F.A.C.T.S. model for multi-location brands.
Marketing artificial intelligence (AI)
OpenAI ad experiment could change what happens after the click
ChatGPT ads appear to launch business-specific AI agent that answers questions, recommends products, and captures leads.
AI is reshaping marketing teams from the inside
AI's biggest impact isn't content creation. It's breaking down silos, changing roles, and creating more integrated marketing organizations.
Customers don’t hate AI. They hate self-serving AI.
Every AI investment should make it easier for customers to accomplish what they came to do. Here's how to evaluate whether it does.
Customer relationship management (CRM)
AI can knock on the door. Your CRM marketing platform is still the house.
AI assistants like ChatGPT and Claude can now plug straight into your marketing systems. That connection is powerful. But it doesn't replace the platform behind it. It depends on it.
How to give AI the context it needs
AI is only as useful as the context it receives. A Context Memory Graph turns disconnected data into actionable intelligence.
Optimizing your B2B brand for autonomous AI shoppers
When B2B buyers delegate product research to AI agents, traditional SEO rules break down. Here is how to ensure your brand gets cited.
Four holiday reports reveal one big divide over AI
The surveys tell a consistent story about holiday shoppers. They disagree about how quickly AI is changing the buying journey.
The next challenge for data clean rooms
Privacy and governance are no longer the biggest questions. Determining when a data clean room is the right investment is.
AI speeds marketing production, but measurement lags
AI is accelerating marketing production, but most teams still measure clicks instead of business outcomes, limiting their ability to prove AI's impact.
AI can simulate buyers, but it misses personality
Synthetic audiences depend on the signals they're built from. Personality may be the missing ingredient for improving accuracy.
4 questions to ask before adding AI to an event workflow
MAICON's approach to AI offers a practical framework for deciding which tasks to automate and which should remain human.
AI is building your digital experience. It’s also making it less accessible.
AI is generating more of the web, and it's carrying the same accessibility gaps with it. Marketing has the leverage to close them
Marketing artificial intelligence (AI)
IAB Tech Lab gets AI agents ready for real advertising
AAMP 2.3 adds the governance, integrations, and privacy controls organizations need to move AI agents into production.
Marketing artificial intelligence (AI)
How to measure marketing when AI owns discovery
AI is becoming the new top of the funnel. Learn how to update lagging analytics to capture brand demand, engagement and buyer intent.
Why directing AI agents is the next step in marketing work
As AI takes on more execution, your value comes from knowing what to delegate, how to evaluate the output, and when to step in.
Google testing a way to ease email signups
The browser-based alternative to OTPs and magic links could improve sign-up conversions and first-party data quality.
How to make trust your competitive differentiator in AI
AI can accelerate marketing, but lasting B2B growth depends on human connection, customer value and relationships that endure.
3 ways to document and guide your brand’s evolution
Create an institutional memory that helps teams understand past brand decisions and make more intentional ones going forward.