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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Martech disappointment grows despite increased usage
Insights into martech usage trends and budget challenges, plus strategies for overcoming the martech performance gap from the most recent CMO Survey.
Martech stack complexity fragments audience data
New research from Forrester and TruAudience puts the blame on the martech stack for problems with connecting audiences.
Optimizing LLMs for B2B SEO: An overview
Learn B2B SEO strategies for LLM-driven search platforms, from user intent matching and AI feature optimization to authority building
How to overcome AI challenges in martech to maximize ROI
As you integrate AI into your martech stack, tackle data quality issues, resistance to change, skill gaps and more.
Marketing artificial intelligence (AI)
Will AI agents conduct the martech orchestra in 2025?
Scott Brinker foresees AI agents conducting the orchestra of the martech stack. Let's take a look at how we got here.
The influencer marketing space kicks off 2025 with another acquisition
Later’s acquisition of Mavely signals influencer marketing upstarts will defend their turf from big agencies.
3 reports in GA4 that use analytics to eliminate customer friction
Learn how to build three reports in GA4 that will bring your customers' frustrations to light.
It’s time for a better approach to change management in marketing
Most change management is stunningly ineffective. Here's a middle-out approach that could improve your outcomes.
Customer experience tools and strategies: 2025 predictions
Don’t expect a sea change. Keep delivering flexible, seamless experiences while considering these areas of improvement that will make an impact in 2025.
4 key features in Salesforce’s Agentforce 2.0
The new version of Agentforce adds a pre-built skills library, Slack integration, a more powerful reasoning engine and an agent testing center.
Marketing artificial intelligence (AI)
Why DIY experimentation is critical to AI success
Your view of what’s possible with AI will be shaped by your own experimentation. You just need to find the time to make it happen.
Why 2025 is the year for martech optimization, not expansion
2025 is not for big martech spend but for laying an AI-ready foundation. Here's how to balance budget restraints with innovation.
The 14 most impactful HubSpot updates from November 2024
HubSpot launched 92 updates last month and we’ve identified the 14 most impactful for your team’s performance and strategy.
Improving video to boost sales: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: Tips and tools for using video to boost sales.
Marketing artificial intelligence (AI)
How to reframe AI adoption to focus on outcomes, not tools
Craft an AI impact story that aligns AI with improved marketing performance, customer engagement and team productivity.
Customer relationship management (CRM)
HubSpot to acquire conversational intelligence platform Frame AI
Frame AI will add capabilities to pull insights from unstructured data in emails, calls, meetings and other conversations.
Where do martech practitioners sit in organizations?
Organizational placement shapes martech professionals' roles, responsibilities and impact across marketing, IT and product teams.
Marketers discuss using AI beyond content creation
We all know generative AI can help us research and create content, but what are the other applications of AI marketers are exploring?
SharkNinja embarks on its Salesforce AI journey
Popular appliance brand SharkNinja is testing Agentforce AI as part of its new Salesforce commerce and service capabilities.
5 steps to ensure business goals lead your martech strategy
Cut through the noise of new martech trends. These insights will help you focus on solutions that create lasting business value.
Marketing artificial intelligence (AI)
AI is poised to disrupt the world of martech vendors and users
The Martech AI 2025 report shows how genAI is already changing the martech stack and the way digital marketers are operating.
Why organization management is crucial for marketers
Lead the charge in shaping martech organizations, ensuring proper training and collaborating with key stakeholders for scalable success.
Measuring marketing incrementality: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: Marketing attribution for social media and email campaigns.
9 things to assess when auditing your CX tech
Use this checklist to evaluate your systems, uncover inefficiencies and ensure seamless, personalized experiences.
3 steps to increase your martech budget
With martech budgets facing cuts, CMOs must rethink metrics, align stakeholders and prove value to secure investments.
DOJ pushing the sale of Chrome sparks industry debate over web’s future
Marketers and tech experts warn of unintended consequences while questioning Chrome's viability as standalone product.
Marketers discuss what it takes to succeed with intent data
Understanding which type of intent data will work for your team depends several factors, including the type of intent you’re looking for in the first place.
Marketing artificial intelligence (AI)
AI-powered martech releases and news: November 21
In China, an AI-powered robot autonomously convinced 12 other robots to walk off the job over work conditions.
Zeta stock rebounds after detailed report rebuttal
The AI marketing cloud provider highlighted the accuracy of its financial statements and refuted claims of 'round tripping.'
How to use AI and automation to organize your content marketing
Great content marketing requires more than a color-coded calendar. Learn how to create a flexible, budget-friendly system to keep you organized.
5 ways B2B differs from B2C — and 3 ways they align
Unpack the nuances of B2B and B2C marketing — their unique challenges, overlaps and why the “business-to-human” mindset matters.
Customer relationship management (CRM)
5 ways to integrate LinkedIn with your CRM for better sales-marketing collaboration
Connecting the largest online community of businesspeople with your CRM streamlines a number of processes. Here's how you can do it.
Use conversion rate as your key email marketing metric
Conversion rate is an under-utilized marketing metric. Here's how you can use it to understand and optimize list growth, engagement and bottom-line performance.
Marketing artificial intelligence (AI)
Zeta to address financial accusations after stock price drops 34%
Short-seller's report charges AI marketing cloud provider with questionable accounting practices and running consent farms to collect data.
Marketers discuss their first-party data strategies
First-party data is still critical to personalization and customer experience, whatever ends up happening to third-party cookies.
Why your marketing team needs training, not just tech, in the age of AI
AI promises big wins, but tools alone won’t get you there. It’s your team’s skills and adaptability that truly unlock AI’s potential.
The execution team’s role in a martech center of excellence
See how the martech COE’s execution team harmonizes technical and creative skills to craft targeted, effective marketing experiences.
Maximizing your B2B paid media ROI with alternative platforms
Reach your B2B audience in unexpected places. Use Reddit, YouTube and TikTok for paid media campaigns that drive real results.
How to use post-campaign data to make your marketing better
Use post-campaign data to improve future marketing efforts by ensuring complete analysis, eliminating biases and implementing feedback loops.
Email marketers discuss the role of AI, iOS and the state of their channel
We gathered email marketers for an online Coffee Talk about the state of their industry. This is what they had to say.