Marketing technology
MarTech is your source for marketing technology news and 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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Dig deeper into Marketing technology:
Content management systems (CMS)
The CMS is becoming the AI operating system for brands
Choosing a CMS now means preparing for AI discovery, governance, personalization, and agents. Learn what to look for in your next platform.
Marketing artificial intelligence (AI)
Getting started with Hermes Agent Desktop
Learn how to install Hermes Desktop, connect a model, create reusable skills, and keep marketing workflow context under your control.
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 May 2026 updates: Breeze gets serious, automation gets smarter, and your data gets cleaner
May's HubSpot updates focused on making AI an active participant in your work, not just a tool you prompt.
Turning marketing complexity into a competitive advantage
More channels, more AI, and more data create new opportunities and challenges. Learn how to build a marketing ecosystem that scales.
Marketing artificial intelligence (AI)
How to build a Hermes Agent-style workflow
Most AI tool workflows send the model far more data than it needs. The fix is a simple shift that cuts waste without cutting capability.
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.
U.S. state data privacy laws: What you need to know
Updated with information on new privacy laws in Louisiana and Vermont.
The rip-and-replace pitch is out of step with today’s buyers
The default martech sales motion asks you to tear out your stack and bet 18 months on a rebuild. Buyers increasingly prefer a different path.
Marketing artificial intelligence (AI)
Agentic AI is rewriting martech economics and infrastructure
A single afternoon of tool-calling can eat a $20 monthly subscription. The fix isn't using fewer tools, it's changing where your data lives.
When AI runs the workflows, what happens to MOps?
As AI automates workflows, scoring, and orchestration, MOps shifts from system management to business impact.
Why trust belongs at the center of your data strategy
More customer data once looked like a competitive advantage. AI is exposing the risks of data built on inference, opacity, and extraction.
Databricks unveils CustomerLake, its agentic CDP
After weeks of speculation, Databricks entered the martech space with an agentic CDP built for an agentic era of marketing and shopping.
Salesforce acquires Fin, formerly known as Intercom
Last month, Intercom became Fin. Now, it’s part of the Salesforce shopping spree for agentic AI platforms.
The martech categories hit hardest by AI agents
The SaaStr API report card reveals which platforms are agent-ready — and which are at risk of being replaced
How to rank for SaaS in AI search
Want more AI-driven leads? Learn how SaaS brands can influence AI recommendations, improve sentiment, and increase visibility across leading LLMs.
Why platform certification doesn’t equal martech transformation
The biggest risk in martech implementation may be confusing product expertise with operational competence.
B2B services in AI search: Increase visibility in AI answers
Your next client may find you through AI. Learn how B2B firms can earn mentions, citations, and recommendations in ChatGPT, Gemini, and Google AI Mode.
Marketing artificial intelligence (AI)
How to make vibe coding sustainable inside the enterprise
AI-generated code moves fast, but organizations still need governance, validation, documentation, and long-term maintenance workflows.
Salesforce pushes agentic marketing from planning to pipeline
Salesforce introduced new marketing agents that can qualify leads, create content, launch campaigns, and optimize performance across channels.
Customer portals, more AI in HubSpot’s April update
April’s HubSpot updates focused on reducing friction for your team and your customers. Here’s what you need to know.
What happens to Marketing Cloud as the data layer takes charge at Salesforce?
Salesforce reported a strong quarter, but marketing is taking a back seat to data and AI.
Agentforce needed a content layer, so Salesforce is buying Contentful
Salesforce wants enterprises to drop static, channel-specific content in favor of 1:1 experiences at scale. So it went shopping.
Consumers like AI content until they know it’s AI
Consumers often prefer AI-generated content when it is unlabeled, but trust drops sharply once they learn AI created it.
AI agents are exposing martech’s weak point
A new API report card reveals major gaps in the systems marketers depend on for automation and AI workflows.
Why martech stacks are getting messier
Companies may be avoiding expensive platform migrations, but they're creating a growing integration and complexity problem.
Bad AI customer agent bots are a growing brand risk
74% of enterprises that deployed AI customer agents have rolled them back after governance failures damaged CX and trust.
Marketing artificial intelligence (AI)
Marketing teams must own AI, or workslop will take over
AI mandates without structure are creating workslop across marketing teams. Here’s how to build a smarter adoption strategy.
Your campaigns span 12 channels. Why does it feel like 12 jobs?
The cross-channel ad ops problem is real and mostly ignored. Here's what it's costing performance marketers — and what's actually changing.
What marketing can learn from IT about running complex technology
Martech stacks have outgrown project-based management. Marketing teams need stronger ownership, governance, and service models.
Coca-Cola and partners pushing for new measurement standard
The advertising leader and its partners aim to help marketers with one of today's most significant challenges. But details are sketchy.
Medallia survived, but the real story should worry marketers
Medallia’s debt crisis reveals how private equity ownership can quietly reshape the software marketers depend on.
Your team has already voted on your martech stack
When marketing teams lose faith in enterprise platforms, unofficial tools and hidden workflows take over.
Moving beyond silos to align complex customer journeys
Complex campaigns break down when platforms, channels, and data flows fall out of sync. Martech helps keep customer journeys aligned.
AI is pushing copyright enforcement into DAM
From deepfakes to unlicensed assets, new risks are emerging. Learn how governance and workflows can keep them in check.
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.
Why SaaS is moving from features to outcomes
AI is compressing feature value and shifting how SaaS gets priced. Outcomes now drive growth, differentiation, and monetization.
Digital asset management (DAM)
Can DAMs keep up as content demands outgrow workflows?
New MarTech research shows that as asset volume and personalization increase, DAMs' focus must shift to content management at scale.
Marketing artificial intelligence (AI)
Why we trust AI when it makes things up
As AI gets more fluent and human-like, our instincts to trust it are making catching hallucinations more difficult.
What vibe coding misses and what open source gets right
As AI-driven development accelerates, ownership and maintenance questions grow. Here’s how open source offers a path forward.