Customer relationship management (CRM)
MarTech is your source for CRM (customer relationship management) content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
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How HubSpot found the right sports sponsorship partner
The NWSL's Angel City FC was created with a mission that goes beyond playing soccer. That mission made it a perfect partner for HubSpot.
The data disconnect: Why understanding your data landscape matters more than ever
Do you understand all the possible sources from which data flows into your CRM? It might be time for a data landscape assessment.
Salesforce tries to grab AI talent from the OpenAI maelstrom
CEO Mark Benioff hopes he can lure dissatisfied AI experts to come work on Salesforce's Einstein 1 Platform.
HubSpot buying B2B data source ClearBit
HubSpot users will soon have direct access to ClearBit's third-party data on millions of businesses. Updated with further commentary.
Are marketers cooling on CDPs?
A survey from The CDP Institute indicates lagging CDP use, but strong results for many who use them. Levels of data unification at orgs varies widely.
A sales-side view of marketing, automation and AI
The head of sales for Babbel gives an inside look at working with marketing, putting together a campaign and more.
HubSpot unveils AI additions and a revamped Sales Hub
The new AI features include chatbots and more powerful predictive tools. Sales Hub has improved its LinkedIn integration and more.
How Chime is activating data to communicate with customers
The fintech company adopted a warehouse-first approach to drive personalization and insights across channels.
How to prepare for the GPT age in CRM and email
Done well, GPT-powered email marketing can lead to conversion lifts, long-term engagement and a bigger base of loyal customers
3 approaches to merging profiles when resolving identities
Managing customer profiles effectively can lead to better customer experience use cases.
Salesforce raising prices next month
Prices are slated to increase an average of 9% on Sales Cloud, Service Cloud, Marketing Cloud, Industries and Tableau.
Marketing artificial intelligence (AI)
Pega: AI will power the autonomous enterprise
In addition to the latest product announcements, Pega this week outlined a vision for an AI-powered self-optimizing enterprise.
Salesforce: AI is the new UI
Salesforce plans to extend Einstein GPT across all its clouds as well as Slack and Tableau. "We are on the precipice of an AI revolution."
Leverage first-party data for a winning CRM strategy
Learn these data-collection hacks to reach customers with the right message on the right channel.
Marketing artificial intelligence (AI)
HubSpot debuts ChatSpot generative AI tool
ChatSpot uses OpenAI’s ChatGPT technology, along with HubSpot’s CRM, DALL-E 2 and Google Docs.
Marketing artificial intelligence (AI)
Salesforce unveils Einstein GPT
Partnership with OpenAI, ChatGPT Slack app and fund for responsible generative AI were also announced at TrailblazerDX’23.
Marketing artificial intelligence (AI)
Microsoft unveils AI “copilots” for sales, CRM and customer support
One new ChatGPT-based feature generates emails personalized with information from CRM files.
Customer relationship management (CRM)
How Petco boosted emails and customer experience with a new CRM
To support the new tool, Petco also used AI to build modules which helped scale personalization.
Optimization and personalization
Only 25% of marketers report having all the data needed for personalization
Only 19% of those surveyed felt strongly that they had the right technology to execute on personalization efforts.
How CTV can deliver market research for B2B marketers
Here are some ways B2B marketers can use CTV ad campaigns to find audiences and test creative.
Failure to get the most out of data clean rooms is costing marketers money
Less than a third are using clean rooms data for attribution. ROI/ROAS measurement, or media/marketing mix modeling.
3 steps to building an effective martech stack
Identify core customer and business needs first. Then build your stack accordingly.
Salesforce: The trends underlying a record-breaking Cyber Week
As the Salesforce World Tour hit the Javits Center in New York City, conversation turned to the retail roller coaster.
Why marketers are replacing foundational martech
With engagement technologies in place, marketers are now turning to the foundational layer for replacements.
Genie is a step beyond the Salesforce CDP
Genie represents a rethinking of Salesforce's approach to customer data.
At Dreamforce, a new data platform and enhancements to Slack
Salesforce announces a hyperscale, real-time data platform as well as innovations around Slack.
Customer relationship management (CRM)
Salesforce unveils features to boost automation for marketing and sales
Marketers can create and share segments with CDP, enhance them with additional account attributes and activate engagement across channels
How Allied Beverage is transforming customer experience
The NJ-based liquor distributor is implementing a data, ecommerce and service overhaul.
Customer journey orchestration
HubSpot pairs community with a connected platform
At Inbound 2022, HubSpot filled in the dots between the need for community and the demand for a connected customer experience
Customer journey orchestration
The crisis for disconnected B2B marketers
At HubSpot's Inbound 2022, the buzz is around creating communities and the company's new Customer Journey Analytics offering.
How location data helps marketers acquire new customers and expand campaigns
Marketers can use location data to find new customer insights and improve ROI.
A look at martech investment and innovation
Roughly the same number of companies/products enter and exit the market each year.
Oracle announces next gen Fusion Sales
Oracle extends its Fusion Cloud CX offering by automating the closing stages of conversion.
51% of consumers would leave a brand if digital experience isn’t as good as in-person
PwC survey finds younger consumers are more likely to switch brands.
How work management tools are connecting marketing teams and processes
Vendors are now creating marketer-centric work management systems.
Customer Service and Success: What they are and why marketers should care
Learn the importance of customer service and customer success to overall business performance.
MarTech Replacement Survey: Which features are important to marketers?
It's no surprise marketers looked for better features when choosing new solutions. But which features were front of mind?
Using AI to improve customer experience and customer journey orchestration
Instead of depending on segments to drive messages and experiences, AI tailors to individual customers at scale.
Build-A-Bear using data to make itself into an all-ages brand
Build-A-Bear drives ecommerce with a new company, HeartBox, and with online birthday promotions.
MarTech Replacement Survey: The top 5 solutions replaced
The 2022 survey shows marketing orgs replacing marketing automation and CRM systems at a higher rate than anything else.