Stop treating lead quality and volume as opposites
Getting more leads and getting better leads require different signals, tactics, and metrics. The business objective should determine which comes first.
More from MarTech: Page 5
Your influencer marketing strategy is broken
Reach alone says little about a creator’s ability to drive sales, especially as algorithms put content in front of more non-followers.
Marketing artificial intelligence (AI)
The hidden costs distorting your AI ROI
Integration, oversight, data preparation, and displaced work can turn an impressive AI productivity gain into a much smaller financial return.
The only way to know what your ads really did
Platforms claim too much credit and backends often give too little. Holdout tests can show how much revenue advertising truly generated.
Best-in-class martech depends on your business context
Research across 953 martech stacks reveals when more functionality helps, when execution matters more, and when less can be better.
The terrifying loophole in your autonomous tech stack
AI agents pass data back and forth to run your campaigns. Here is how to prevent proprietary leaks and privacy failures
Marketers know AI is using bad data to make decisions
Marketers are giving AI more authority even as bad CRM data undermines revenue measurement, reporting, and the decisions AI makes.
Stop measuring your brand and start listening
The most useful brand feedback often comes from what customers say and do when nobody is asking them to rate the experience.
Customer relationship management (CRM)
Anthropic partnership makes Salesforce’s interface optional
Claudeforce puts Salesforce data and workflows inside Claude, pointing toward a future where AI becomes the interface to enterprise software.
Integrate buys CaliberMind and hopes to close the B2B demand gen loop
Is the problem connecting marketing, pipeline, and revenue? Or is it the crazy ways businesses buy, which no technology can fix?
Better data starts with treating people like people
From a McDonald’s order to a night at Madison Square Garden, ordinary experiences create detailed profiles people rarely see or can correct.
How to keep a crisis from defining your brand online
A reputation crisis can shape how your brand appears in search and AI for years. Learn how to contain the damage and build digital resilience.
Build content briefs around people, not keywords
Better content briefs start with the situations that drive people to search, then use keywords to support the journey, not define it.
Marketing artificial intelligence (AI)
The AI governance test most marketers are missing
When AI gets a marketing decision wrong, the fix could belong in the rule, the control, the implementation or the authority behind it. Here's how to tell.
What it takes for AI to find, trust, and act on your brand
A practical model for connecting the information, architecture, measurement and transaction capabilities AI discovery requires.
How to build an AI content system that works
Build a reliable AI content system in Claude Code with the right context, specialized agents, and human review.
3 ways marketing automation platforms are being reinvented
The MAP once moved leads toward sales. Three emerging models now center customer context and what happens next.
AI is making bad marketing data harder to ignore
AI workflows inherit the weaknesses in your data. Learn how to find gaps across your data pipeline and fix them at the source.
Better marketing starts after the results come in
Don’t let the campaign report end the conversation. Asking why and testing your hypothesis turns results into better decisions.
Run fewer incrementality tests and get more from them
Prioritize tests where uncertainty has real financial consequences, then use the results to guide decisions long after the test ends.
The terrifying math behind your new AI workforce
Autonomous marketing agents promise massive labor savings, but ballooning API fees and middleware costs can easily break your technology budget.
The power of connected customer history
Why transaction data alone isn't enough for performance marketing, and how persistent customer profiles change the equation.
B2B marketers don’t trust the data used to shape budgets
Marketing data influences budgets, but only 49% fully trust its accuracy and completeness. Disconnected reporting is behind the confidence gap.
What the teams getting the most from AI do differently
Teams built around autonomy, experimentation, and cross-functional work can turn AI’s speed into faster campaigns without adding headcount.
HubSpot July 2026 updates: Agent Hub arrives and more ways to control what you see
The July 2026 HubSpot updates focus on giving you more control over what shows up where, and folding every AI agent into one place to manage them.
Why long sales cycles make B2B marketing hard to measure
Long B2B sales cycles make most marketing measurement unreliable. Learn why clicks, leads, and conversions don’t tell the full story.
Business websites dominate Gemini’s local AI citations
Nearly 60% of Gemini’s local citations point to business websites, but recommendations can change dramatically when using identical searches.
How to tell if your personalization is over the line
Before using customer data to personalize an experience, test whether customers expect it, find it relevant, and feel comfortable with it.
Marketing contribution is the new attribution
Attribution turns complex buyer journeys into neat charts. Marketing contribution looks at the content, conversations, and decision points those charts miss.
Google gives political email a lane around spam filters
New program shows how Gmail is using sender verification and recipient feedback to decide who gets preferential inbox treatment.
Getting your brand ready for AI agent discovery
Being included in an AI answer isn't the same as being chosen. Here's what determines the difference.
Turn scattered AI wins into an organizational advantage
Useful AI practices often get trapped in personal docs and Slack threads. Here's how to spread them across the organization.
AI visibility index shows which brands are disappearing
Some brands dominate Google yet barely surface in AI answers. Here’s where traditional authority and AI recall diverge.
Marketing artificial intelligence (AI)
IAB updates standard for disclosing AI in ads
IAB’s updated framework draws the AI disclosure line around what changes consumer perceptions of authenticity, identity, and what’s real.
How to overcome the 3 barriers to AI adoption
The biggest barriers to AI adoption may be internal: inconsistent training, bias concerns, and tactics that get ahead of strategy.
How to stop overpaying for AI complexity
Rule-based, predictive, generative, and agentic systems come with very different costs and risks. Start with the lightest approach that can do the job.
Why LinkedIn doesn’t really care about AI slop
The problem is AI is perfect for producing the polished, predictable business speak the platform rewards.
Why buyers hate your multi-year software overhaul
B2B buyers are growing more risk-averse. Here is how to restructure engineering and pitches around modular API integration models.
The next AI opportunity is deciding where to spend
AI is moving deeper into media buying and budget allocation, helping marketers put more of their spending into what’s working.
Customer journey orchestration
Stop treating every customer touchpoint the same
The moments that drive growth can also drive churn. Learn how to spot them and respond when the stakes are highest.