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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Personalization knows what customers want, not who they are
Useful offers are common. Meaningful recognition is not, and consumers are quick to walk when brands ask for too much without a clear reason.
How to use CRM segmentation to drive holiday repeat purchases
Use a CRM recency ladder to prioritize customer segments and coordinate holiday campaigns across email and paid media.
HubSpot rebuilds its platform around AI agents
A redesigned Breeze Assistant coordinates AI agents while a self-updating CRM supplies the business and customer context they need.
Salesforce bets CRM experience can give its AI an edge
Koa puts decades of Salesforce’s CRM knowledge into a reasoning model built to handle the operational work behind customer interactions.
The answer to your martech problem depends on the problem
Buying more, improving how teams use what they have, and cutting the stack can all work — but not for the same reasons.
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.
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.
Is your martech stack costing more time than it saves?
Disconnected systems create missed work and hours of admin. The real measure of martech productivity is how much work the stack eliminates.
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.
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.
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.
Customer relationship management (CRM)
Creatio takes aim at the enterprise Frankenstack
The company's latest platform combines CRM, AI agents, and workflows to replace disconnected point solutions with a single operating environment.
Customer relationship management (CRM)
HubSpot reverses course after customers reject data sharing
Beyond the backlash lies a bigger issue for marketers: when vendors need customer data for their products, who captures the value?
HubSpot’s Warmly deal points to the next generation of CRM
HubSpot's acquisition shows CRM platforms are evolving from customer databases into AI systems that identify buying intent and take action.
Martech 2026: AI drives a major industry reset
Flat growth masks a deeper shift as AI moves to the center of value creation and forces a rethink of how martech stacks are built.
Marketing artificial intelligence (AI)
Vibe coding is hollowing out the martech stack fast
Marketers are replacing SaaS tools with AI-built alternatives, driving churn and shifting where real value in martech now lives.
Customer relationship management (CRM)
How CRM became the backbone of customer engagement
CRM now acts as an operating model for marketing, connecting data, teams, and decisions to improve engagement and business outcomes.
How to unify and orchestrate your B2B data to drive revenue
Fragmented data breaks your go-to-market engine. Learn how to unify your B2B data, fix visibility gaps and drive more efficient revenue growth.
Customer relationship management (CRM)
How marketing leaders are getting unstuck from Salesforce
An executive fireside chat for brand-side marketers on how brands are moving into their next era — beyond Marketing Cloud.
Salesforce turns Slack into the front end for enterprise AI
New Slackbot capabilities hope to connect conversations, data and actions, making Slack the interface where AI-driven work actually gets done.
The new must-haves in B2B ecommerce tech stacks go beyond CRM and CMS
As B2B buyers expect more B2C-like experiences, ecommerce marketers need tools that go far beyond the basics.
Customer relationship management (CRM)
Salesforce and HubSpot reshape partner programs for the AI era
Salesforce and HubSpot tighten partner programs as AI reshapes the tech stack, pushing agencies to specialize and raising the stakes in platform competition.
HubSpot supercharges its media engine by buying Starter Story
By acquiring the profitable, YouTube-first entrepreneur brand, HubSpot is expanding its audience machine and doubling down on media as a demand generation strategy.
Customer relationship management (CRM)
Your CRM knows more about your buyers than your personas do
Your best marketing insights aren't in a new tool. They're already in your CRM, your CS notes and the systems your team stopped checking.
How to use CRM data to target the right B2B audiences
B2B CTV isn’t about broad reach. It’s about precise segmentation, quality CRM data and smart retargeting strategies built for long sales cycles.
The real reason your best leads never make it into the CRM
Most of your best buying signals show up late in the sales cycle, but they’re invisible if the right contacts never make it into your CRM.
Customer relationship management (CRM)
A 5-step blueprint for CRM naming conventions
Turn inconsistent asset names into a system that improves searchability, reporting and day-to-day execution across teams.
Salesforce buys Qualified to accelerate its AI‑driven GTM strategy
Salesforce is adding real‑time AI sales agents with the acquisition of Qualified, signaling a deeper shift toward automated, agent‑driven GTM workflows.
Customer relationship management (CRM)
Salesforce brings Agentforce Sales to ChatGPT
Salesforce has launched an Agentforce Sales app for ChatGPT, letting sales reps access and update CRM data through simple conversations.
Marketing artificial intelligence (AI)
7 steps to build real AI readiness in your CRM
Before adding AI to your CRM, fix the work behind it. This practical framework helps align people, process and platforms for real AI readiness.
Customer relationship management (CRM)
Customer sentiment — and risk — are hidden in the emails in your CRM
Looking for new insights from your email? Discover how genAI reveals what customers actually think — right in your CRM.
Salesforce launches Agentforce 360 to embed AI agents directly in Slack for marketing teams
As Salesforce makes Slack the hub for AI agents, marketers face familiar hurdles: fragmented data, unclear ROI and cost creep.
How to unify customer data using tools you already have
Even without a CDP, marketers can start delivering personalized experiences by using existing CRM and BI tools to unify customer data.
Klaviyo introduces marketing agent to automate campaigns
The company believes its marketing and customer service agents are key steps toward its goal of creating the first autonomous B2C CRM.
Customer relationship management (CRM)
Monday.com welcomes marketers to its CRM with AI-powered campaigns
Marketers are drowning in disconnected tools. Monday.com wants to connect CRM data to campaigns in real time — no sales syncs needed.
Klaviyo turns AI and data loose on the challenges of multichannel marketing
Juggling channels, losing time and revenue? Klaviyo wants to fix the chaos with AI-optimized, real-time omnichannel execution.
7 vanity metrics marketers should avoid, and 7 to replace them
Forget the low-hanging fruit and reach for the numbers that tell you what's really working.
Salesforce unveils agentic Marketing Cloud Next
The company says the updated platform can generate and execute a marketing campaign -- including briefs and segmentation -- in hours.
Customer relationship management (CRM)
5 simple ways to boost CRM adoption
Explore simple strategies and behavioral nudges to improve CRM adoption in your organization.
HubSpot announces deep research connector to ChatGPT
HubSpot is putting doctorate-level research into its CRM with a connector to ChatGPT.