Marketing management
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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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Structuring B2B marketing across 4 key resources
From fractional CMOs to agencies, learn when to use each resource and how to align them for consistency, scale and measurable impact.
Marketing artificial intelligence (AI)
Using AI isn’t the same as getting value from it
Most teams have access to AI, but still struggle to see meaningful results. The issue isn’t the tools, but where they’re applied.
Marketing artificial intelligence (AI)
AI and empathy define the next era of marketing systems
The real opportunity with AI is not scale alone, but designing experiences that reduce friction and support both customers and teams.
Marketing artificial intelligence (AI)
AI adoption fails at the human level
The biggest blocker to AI isn’t technology. It’s fear, risk perception and past experience. Here’s how to address what’s really holding teams back.
Martech stacks are holding back sales and marketing teams
Technology is the biggest barrier to alignment, and most teams admit their stack still isn’t built to support shared goals or seamless execution.
Your AI governance gap is bigger than you think
AI is already being used across your organization. Audit tools, set guardrails and reduce risk with a practical governance framework.
As AI does more of the work, are we building the right leaders?
AI is accelerating analysis and reporting, but fewer marketers understand the data underneath. That gap is where leadership risk begins.
The real impact of AI on budgets, stacks and teams
AI is replacing tools and reshaping budgets, but it’s also expanding stacks and increasing headcount.
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.
Building an AI competitive edge through strategy and governance
AI can produce content at scale, but not direction. Better inputs, proprietary data and clear guardrails drive stronger outcomes.
What happens when ad spend goes wrong
Small mistakes in paid media can lead to massive losses, and ownership determines who absorbs the impact.
Marketing artificial intelligence (AI)
How NotebookLM turns marketing docs into usable insights
Upload research, reports and campaign data to explore patterns, answer questions and uncover insights from your own material.
Your most efficient campaigns might be limiting your growth
Chasing better ROAS often reduces reach and future pipeline. Here’s how to optimize for growth instead of just efficiency.
Why CMOs struggle and how aligning with CFOs changes everything
Marketing drives value, but proving it is the challenge. Here’s how CMOs can align with finance, improve attribution and earn lasting credibility.
Marketing artificial intelligence (AI)
AI commoditizes marketing execution and elevates judgment
Marketing teams risk flooding channels with low-quality AI slop. Learn how to balance speed with strategy and protect brand integrity.
The hidden costs of chaotic content workflows
Rework, bad briefs and fire drills drain content teams. Fix your workflows with simple systems that improve alignment and output.
Why confidence, not performance, is shaping media spend
Marketing budgets are increasingly driven by what teams can defend, not just what performs, concentrating spend in a small set of trusted channels.
AI is reshaping what entry-level marketing work looks like
AI is transforming entry-level marketing roles from execution to oversight, forcing teams to rethink how junior talent contributes and grows.
Why CFOs are taking control of GTM strategy
Finance is taking control of GTM decisions for one reason: marketing and sales still can’t prove what actually drives revenue.
3 ways to reduce bias in AI with better context
AI bias often starts before the model runs. Missing context, flawed prompts and assumptions distort outputs. Here's how to correct them.
The real GTM advantage is owning language and signal
Most deals are decided before the funnel starts, and marketers who don’t own buyer language and signal are losing before they even start.
Middle managers are the missing link in AI adoption
Executives set the vision and teams test tools, but transformation happens in the middle. Equip managers to drive AI-powered workflow change.
Why emotion data is changing how ads get tested
Emotion data reveals how audiences actually respond to creative, helping brands fix weak messaging before spending millions on media.
Brands that win are clearer, not louder
Your marketing may look desperate — and everyone can tell. Brands that chase relevance and attention often end up signaling nothing at all.
Why marketing needs a decision infrastructure for AI
AI excels where structure already exists. Context graphs could help marketing capture decision logic and make AI systems more reliable.
McKinsey’s ‘Organize to Value’ a blueprint for evolving to positionless marketing
Analysis shows that unclear objectives, uncommitted leaders, a stagnant culture are the culprits behind failing operational transformations... not technology.
The era of data dominance is over, and it didn’t last very long
Data was the new oil, but context is the new refinery. Because without a refinery, oil is just a smelly, toxic mess that often brings more harm than good.
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.
When attribution stands in for accountability
Attribution informs optimization, but it can’t absorb risk or set priorities. Here’s why marketers must define ownership to protect credibility.
How to turn everyday marketing campaigns into market research
Dashboards don’t fix flawed premises. Learn practical ways to validate buyer intent using forms, nurture sequences and post-webinar conversations.
How to create demand when buyers don’t see the problem
Traditional demand capture fails when no one is searching. Here’s a framework for educating the market, building authority and defining a new category.
Why we’re measuring creative ROI too narrowly
Throughput metrics track efficiency but miss creative’s broader business impact. Measure creative’s revenue influence, brand equity and cost avoidance.
Content marketing jobs are splitting in two
A Semrush study of 8,000 job listings shows content roles polarizing between hands on creators and senior growth owners.
Marketing artificial intelligence (AI)
How AI eliminates marketing’s execution constraints
With AI automation absorbing overhead, the competitive edge shifts from execution to vision, judgment and customer understanding.
How to design a loyalty program your CFO and customers will both support
An AI prompt framework to clarify positioning, segment opportunity and prioritize high-impact loyalty initiatives without a six-figure agency budget.
If your measurement strategy delays decisions, it’s broken
When attribution, incrementality and MMM disagree, teams freeze. Growth comes from acting with confidence, stacking small gains and validating impact in the P&L.
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.
Marketing artificial intelligence (AI)
The AI era needs strategists grounded in expertise and guided by context
Clients can generate outputs with AI. Agencies win by delivering strategic clarity, integrated thinking and real-time intelligence.
Marketing artificial intelligence (AI)
Why automating a broken workflow with AI is a trap
Optimizing tasks and ignoring the system, automates waste. This framework lets you map friction and unlock real productivity gains.
Marketing owns customer data and the risks that come with it
Most teams can’t fully map where their customer data lives. That blind spot creates operational and legal consequences marketers can’t ignore.