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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Should you invest in a loyalty program?
Loyalty programs can look successful without generating additional purchases. The key is knowing which customers need an incentive to return.
Balancing human and AI roles in marcom
The closer your content is to the customer relationship, the more human it should be. See where AI adds value without compromising trust.
IAB announces support for new CTV ad formats
Expanded measurement brings consistent impression measurement to pause, menu, screensaver, and overlay ads across connected TV.
Why marketing needs different approaches to measurement
Stable work rewards exact numbers. Campaigns, customer journeys, and forecasting often don’t.
B2B CTV tactics that go beyond brand awareness
Your next CTV campaign could start with a booth scan, a closed-lost deal, or a partner's customer list. Here's how to put that data to work.
Marketing artificial intelligence (AI)
Better prompts start before the prompt
The fastest way to improve AI-built software is defining the user, the task, and what success looks like before generating anything.
What to do before buying a martech platform with AI context
Your team already owns the hardest part of AI context: deciding what's approved, what's off-limits, and who gets the final say.
Salesforce buying AI customer support company Cresta
Salesforce is buying Cresta to bring AI voice agents into customer calls, tying conversations more closely to CRM data and its broader Agentforce push.
More marketing spend brings more challenges and complexity
Technology and organizational challenges seem to grow with marketing spend, despite more access to tools, according to data from StackAdapt.
Your best customer may never visit your website
Customers can discover, compare, and buy your products without you knowing. Your marketing organization needs to adapt.
Braze gives Salesforce more speed — and more overlap
Customers could gain tighter activation and AI connections while facing tougher choices about products, pricing, and long-term lock-in.
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.
ChatGPT has plenty of advertisers, but not much revenue
OpenAI has expanded access, lowered costs, and added targeting tools, but advertiser growth hasn’t yet translated into enough revenue.
Will Salesforce’s Braze deal bring clarity or chaos?
The $5.7 billion acquisition could tighten the link between data and activation — or leave marketers managing another overlapping layer.
The next great marketing leaders will design how work gets done
Turn faster AI output into faster campaign delivery with clearer priorities, fewer handoffs, and defined roles for people and AI.
HubSpot’s Unbound 2026: The big announcements and updates
Unbound 2026 saw big product announcements on the main stage and other news that flew under the radar. Let’s break it all down for you.
HubSpot adds spending controls and flexible billing as AI usage grows
Consumption-based AI pricing makes marketing budgets unpredictable. Here is how HubSpot’s new spend limits and seat swaps give you control.
The best marketing spend is the 5% you spend foolishly
Chewy and Eleven Madison Park show how memorable customer moments can turn preference into measurable referral value.
Your brand isn’t as differentiated as you think
The tools meant to make marketing more effective may be making brands more alike. Here's why differentiation is becoming harder to sustain.
Why website analytics tell an incomplete story of buyer decisions
A visit doesn't prove intent, and a conversion doesn't tell the whole story. Learn how to assess your website's contribution to business outcomes.
Marketing has outgrown the organization built to run it
Martech connected the work across teams. AI is exposing how poorly authority, governance, and accountability followed.
Salesforce buys AI analytics startup Loops
Salesforce is buying Loops to help explain why business metrics change, pushing analytics closer to continuous AI-driven interpretation.
The benefits of server-side tracking — and what it takes to get them
Moving tracking to your server puts you in charge of what vendors receive. But protecting customer data takes more than a technical change.
Why HIPAA compliance in martech goes beyond BAAs
A business associate agreement won't fix risky data flows. Here's what to check across tracking tools, EHR feeds, and ad platforms.
20 years and billions of dollars later, CX still has the same problem
Despite decades of CX investment, companies still struggle to deliver the experiences they think they do. Here’s what’s getting in the way.
Treasure AI takes on two martech headaches at once
Personalization Studio targets marketers’ dependence on technical teams. A new pricing model ties email costs more closely to engagement.
How to strengthen your brand story to improve AEO visibility
What others say about your brand can influence how it appears in AI answers. Learn how to audit, update, and reinforce your brand story across the web.
How to tell if AI advice is worth your attention
Before adopting the latest AI tactic, look for evidence, experience, and results you can replicate — and make sure the solution solves a real problem.
Marketing artificial intelligence (AI)
Get more from AI without spending more
AI usage gets expensive fast. Better prompting, reusable frameworks, prompt logs, and guardrails help teams get more, and spend less.
Salesforce buys AI customer research startup Listen Labs
The AI research startup will bring customer interviews, analysis, and simulated customer behavior closer to Salesforce’s CRM and AI agents.
Stop building strategy around your martech stack
A bloated martech stack can create more noise than capability. Identify the gaps worth solving before buying another tool.
Marketing artificial intelligence (AI)
Braze expands AI from content creation to campaign operations
New tools give marketers easier access to AI decisioning, automate campaign checks, and connect Braze with external LLMs such as Claude.
The martech skills you need to survive
Build portable expertise, owned relationships, and adaptable skills that help your marketing career gain from AI and platform changes.
Martech category labels don’t mean anything anymore
Six years of DXP homepage snapshots show how quickly martech vendors change their labels — and how little those labels reveal about the product.
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.
Faster AI can make slow marketing processes worse
AI doesn't fix broken workflows — it exposes them. Here's how to eliminate hidden bottlenecks and modernize your team’s operating model.
Your marketing automation needs more context
When marketing automation forgets recent buyer activity, messaging falls flat. Here's how to give your workflows context and build smarter customer journeys.
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 next martech strategy starts with the operating environment
The people who “just know how things work” have been the hidden infrastructure of martech. AI is making that impossible to ignore.