Marketing automation
MarTech is your source for marketing automation content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, the latest data to help you work smarter and make better decisions, and the marketing automation buyer’s guide.
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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The next wave of marketing automation is taking aim at Marketo
Some of Marketo's original architects bet AI can replace the complex workflows and manual configuration marketers have relied on for decades.
Classic marketing automation is dead: What’s next?
Rule-based automation is giving way to truly autonomous marketing. Discover how human-in-the-loop design frees your team to focus on real business outcomes.
When marketing automation moves too fast
Hyper-efficient funnels may boost short-term performance while eroding trust and marketer agency. Here’s where to draw the line.
How to turn customer signals into smarter email automation
Use customer behavior, inaction, and contextual signals to build more relevant email automations and triggered campaigns.
How to build cross-sell email flows that drive repeat purchases
The first purchase gives you clues about what a customer may need next. Use them to build more relevant post-purchase journeys.
Marketo co-founder Jon Miller rethinks B2B marketing automation for the AI age
Legacy marketing automation wasn't built for modern B2B buying groups. Jon Miller’s new platform, Phave, sets out to change that.
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.
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.
When marketers should ignore the data
Not every change in a marketing metric deserves a response. Marketers need to separate temporary fluctuations from signals worth acting on.
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.
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.
The email newsletter is back and winning the inbox
The newsletter resurgence reflects a broader shift in consumer behavior toward curated content, trusted voices, and meaningful engagement.
Brand GPT: How to safely build a custom GPT for your brand that works
Learn how to build a custom GPT for your brand that's safe, controlled, and perfectly aligned with your guidelines. Start building now!
Bulk email restrictions from Google, Yahoo, and Microsoft: What you need to know
Updated with news of DMARC upgrades and new deliverability analysis in Google Postmaster Tools.
Consumers are ready for AI, but many brands are not
New research shows buyers are ready for AI-powered experiences, while many organizations still struggle to deliver them.
Risks to look out for when using vibe coding to replace SaaS
Vibe coding can replace SaaS tools fast, but risks in security, integration and maintenance can quickly outweigh the savings.
Agentic AI use cases: 24 examples from marketing to IT
See how agentic AI can scale, automate, and optimize workflows across marketing, sales, IT, and compliance with 24 real-world use cases.
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.
Your marketing automation isn’t broken, it’s overloaded
As workflows pile up, automation systems become harder to trust, slowing campaigns and creating inconsistent results.
AI moved forward, marketing did not
Marketers were early adopters of AI, but while it has evolved most teams are still stuck using it like a smarter autocomplete.
Salesforce launches Agentforce Operations to automate back-office work
New AI agents aim to cut manual tasks and speed up workflows across disconnected systems in the back office.
10 lessons from real-world ESP migrations
ESP migrations impact data, workflows, and deliverability. Here’s how to plan, execute, and stabilize the transition without disrupting performance.
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.
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.
Marketing artificial intelligence (AI)
Adobe and Canva releases push AI deeper into creative workflows
Adobe and Canva are rolling out AI tools that turn design into conversation, intensifying competition and reshaping how marketers create.
Salesforce redesigns platform for agent-driven automation
Headless 360 exposes Salesforce data and workflows as APIs, making it easier for AI agents to automate tasks without relying on traditional user interfaces.
Google simplifies enhanced conversions in Ads
Google is streamlining enhanced conversions, improving accuracy while reducing setup complexity for advertisers
Canva expands into marketing automation with new acquisitions
With Simtheory and Ortto, Canva is moving beyond design into AI-driven workflows, campaign execution and customer data.
How to prove ROI from AI workflow integration in B2B marketing
Embedding AI into marketing workflows promises big efficiency and performance gains — but you’ll need the right ROI models to justify the investment.
ActiveCampaign extends its AI capabilities with context and scale
ActiveCampaign’s new AI tools alert you to what’s working in your campaigns and beyond and how to fix what isn’t — no prompting required.
Email personalization has an overuse problem
Hyper-personalized email campaigns can feel intrusive and create subscriber fatigue. Learn when personalization actually adds value.
Too many workflows are breaking marketing automation
Marketing automation breaks when teams build new workflows for every campaign instead of designing systems that scale and stay manageable.
How shaping AI buying can boost B2B CMO strategic influence
As AI increasingly evaluates vendors before buyers do, CMOs who control structured data, proof and category language can influence who makes the shortlist.
Marketing artificial intelligence (AI)
Automation is marketing’s fastest path to AI returns
Automation levels directly correlate with AI returns. Without structural change, marketing’s AI spend may amplify old inefficiencies.
Why marketing automation platforms are becoming decision engines
Marketing automation platforms aren’t just running campaigns anymore — they’re learning, adapting and deciding what happens next in real time.
ActiveCampaign’s latest move signals the era of self-driving campaigns
The purchase of Feedback Intelligence shows that learning, self-correcting AI agents are redefining how modern campaigns are built and measured.
IAB launches Event and Conversion API to standardize advertisers’ shared data
The new ECAPI spec aims to simplify how advertisers share marketing outcomes with platforms, for cleaner data, easier integrations and smarter AI optimization.
How to tell if you have too many tools in your stack
Marketing stacks with too many underused platforms are adding cost, complexity and drag where efficiency was promised.
Why choosing a marketing automation platform is harder than it looks
Platform selection fails when people, processes and integrations are ignored. Here’s how to choose smarter.
Marketing artificial intelligence (AI)
The AI gold rush is over, and it’s the orchestrators’ time to shine
AI’s 'wow' phase is ending, and 2026 will be all about proving what actually works across the stack.