Welcome to my personal blog about marketing technology. I am Alan Chatfield, Marketing Operations Consultant at CRMT Digital.
On these pages, I discuss how marketers can make the most effective use of their martech stack.
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Marketing automation has been neglected, while vendors chase other markets. Is that about to change? Will long-standing issues finally be fixed?
Discover how effective use of technology can boost marketing performance
Marketing automation has been neglected, while vendors chase other markets. Is that about to change? Will long-standing issues finally be fixed?
Data silos limit the impact of ABM. Disconnected campaigns harm the customer experience. Is there a solution to fragmented tech stacks?
AI agents are the future of enterprise automation. Yet, adoption has been slow. For all the benefits, significant questions about their usefulness remain.
2025 is expected to be a transformational year for Generative AI adoption. Or is it? The uptake of new technology is always slower than predicted.
Maximise marketing efficiency and unlock the value of marketing ops
Buying groups are the basis for successful ABM. Yet, how do you map them? AI removes the manual tasks no one wanted to do anyway.
A lack of internal coordination leads to a disjointed customer experience. But communication silos can be overcome with a more structured approach.
Decision makers increasingly demand personalised experiences in a B2B context. Yet, marketers often lack the data to deliver them - until now.
Marketing is being asked to do more, but isn't getting the budget to match. In 2025, that will lead to a focus on efficiency and predictive analytics.
Commentary on enterprise technology and it's impact on business
Agents are still a long way from being production-ready. New announcements from Microsoft and Salesforce show that the capability gap is closing.
AI agents are not a replacement for traditional rule-based automation workflows. They merely expand the types of business processes that can be automated.
AI has been pitched as a technology to increase efficiency and reduce costs. Has anyone considered whether their customers want the AI option?
AI agents are heralded as the next wave of enterprise AI. But will they overcome cost and security concerns to kick-start Generative AI adoption?
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