# Marketing via Technology
> Marketing operations consultant and martech solutions architect at CRMT Digital. I blog about martech and how B2B marketers can get the most from marketing technology.
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Append `.md` to any post or page URL to get the content in Markdown (for example, `/example-post.md`).

## Pages
- [About the Author](https://marketingviatechnology.com/about.md) - Marketing Operations Consultant with a background in Marketing Technology
- [About CRMT Digital](https://marketingviatechnology.com/crmt.md) - I am a Marketing Operations Consultant at CRMT Digital. Get in touch with them if you want further advice or support with the marketing topics discussed on these pages.
- [Make the Most of Your Martech Stack](https://marketingviatechnology.com/news.md) - Get the latest martech strategies straight to your inbox.
- [Make the Most of Your Martech Stack](https://marketingviatechnology.com/newsletter.md) - Get the latest martech strategies straight to your inbox.
- [Social Feed](https://marketingviatechnology.com/notes.md) - Get the latest marketing ops strategy and martech analysis on Ghost, Flipboard, Threads, Bluesky, Mastodon, or wherever you get your social web feeds.
- [Privacy Policy](https://marketingviatechnology.com/privacy-policy.md) - Effective Date: 15th August 2023
- [Thank You](https://marketingviatechnology.com/subscribe-thank-you.md) - Thank you for signing up for our newsletter.
- [Make the Most of Your Martech Stack](https://marketingviatechnology.com/subscribe.md) - Get the latest martech strategies straight to your inbox. Discover how effective use of technology can accelerate demand and unlock the value of marketing operations.
- [Technology from the Crossroads](https://marketingviatechnology.com/subscribe2.md) - Views from the intersection of digital marketing and enterprise technology
- [Technology from the Crossroads](https://marketingviatechnology.com/technology-from-the-crossroads.md) - Views from the intersection of digital marketing and enterprise technology

## Posts
- [HubSpot's Data Management Challenge](https://marketingviatechnology.com/news/hubspots-data-management-challenge.md) - Go to market teams have increasingly complex data needs. All those AI agents require high quality data to feed them. Can HubSpot keep up?
- [Agency Vision in an AI World](https://marketingviatechnology.com/news/agency-vision-in-an-ai-world.md) - Creative agencies still have a key role to play, even as AI takes on the lion's share of content production
- [The AI Pricing Question](https://marketingviatechnology.com/news/the-ai-pricing-question.md) - AI prices are going up. More expensive models at least answer one of the big unknown questions holding back corporate AI investments.
- [Systems of Record in the AI Age](https://marketingviatechnology.com/news/systems-of-record-in-the-ai-age.md) - Data management requires specialised workflows for each dataset. These exist in multiple different tools in the tech stack.
- [A Single System for Data Management](https://marketingviatechnology.com/news/a-single-system-for-data-management.md) - By breaking down the barriers to automation, AI allows data to be used much more productively.
- [Rebirth of SaaS](https://marketingviatechnology.com/news/rebirth-of-saas.md) - The major SaaS platforms hold the detailed business context needed by AI. For most ops teams, AI is just a different way of using existing apps.
- [The Context Imperative](https://marketingviatechnology.com/news/the-context-imperative.md) - AI needs detailed business context to work effectively. That context already exists. It just needs to be collected and organised.
- [The AI Adoption Slow Lane](https://marketingviatechnology.com/news/the-ai-adoption-slow-lane.md) - As AI becomes embedded within tech stacks, the key challenge is to find a workflow that allows both humans and agents to interact with apps.
- [The SaaS Doom Bubble](https://marketingviatechnology.com/news/the-saas-doom-bubble.md) - According to the stock market, SaaS is legacy technology. Some SaaS companies do have an AI problem, for most, AI is just another feature.
- [Beyond Dependency: The Martech Risk](https://marketingviatechnology.com/news/beyond-dependency-the-martech-risk.md) - Martech is integral to the success of any marketing program. Yet, that synergy of technology and strategy creates governance and security risks.
- [Beyond Marketing: Know Your Customer](https://marketingviatechnology.com/news/beyond-marketing-know-your-customer.md) - Product teams often resent the involvement of marketing in product strategy. Yet, examples of what can go wrong without marketing input are plentiful.
- [AI in Practice: Test Early And Often](https://marketingviatechnology.com/news/ai-in-practice-test-early-and-often.md) - Early adopters have discovered the key to making agentic AI work. Iterative improvement is essential to getting the most from the technology.
- [Demand Agents: The Need for Machine Learning](https://marketingviatechnology.com/news/demand-agents-the-need-for-machine-learning.md) - Humans learn through doing. AI is no different. A culture of experimentation and iterative improvement is key to building a production-ready agent.
- [2026 Marketing Operations Predictions](https://marketingviatechnology.com/news/2026-marketing-operations-predictions.md) - Marketing operations has always been a fast-moving space. Yet, it feels like the rate of change has accelerated. 2026 will be just as transformational.
- [Demand Agents: AI Enters the Enterprise](https://marketingviatechnology.com/news/demand-agents-ai-enters-the-enterprise.md) - 2025 has been the year of agentic hype, if not of agentic rollouts. However, AI agents are seeing adoption as part of broader automation flows.
- [Microsoft Ignite AI's Governance Question](https://marketingviatechnology.com/microsoft-ignite-ais-governance-question.md) - Generative AI has a security and compliance problem that few vendors are willing to address. Now Microsoft is giving enterprises the tools they need.
- [Beyond Offers: Content in an AI Age](https://marketingviatechnology.com/news/beyond-offers-content-in-an-ai-age.md) - A new AI powered marketing playbook is emerging. B2B marketers should be wary of the limitations to personalisation approaches pioneered in B2C.
- [Bridging the AI Chasm](https://marketingviatechnology.com/news/bridging-the-ai-chasm.md) - After years of hype and experimentation, ops teams are finally beginning to understand the key benefits and critical challenges facing Generative AI.
- [Enter the Agentforce Enterprise](https://marketingviatechnology.com/news/enter-the-agentforce-enterprise.md) - For the past year, Agentforce has been hype and beta software. Dreamforce showed the first glimpses of a mature vision for the AI-first Salesforce.
- [Unlocking the Web: Research Agents](https://marketingviatechnology.com/news/unlocking-the-web-research-agents.md) - Data quality is a constant challenge. Third party data providers help, but don't deliver the results needed. AI offers an additional solution.
- [AI Beyond the Digital Economy](https://marketingviatechnology.com/news/ai-beyond-the-digital-economy.md) - The pursuit of AGI is already having unpredictable consequences. Yet, the speed of AI driven growth will be limited by real world constraints.
- [The Loop Beyond Inbound Marketing](https://marketingviatechnology.com/news/the-loop-beyond-inbound-marketing.md) - AI has disrupted PPC and transformed SEO. A new inbound marketing playbook is needed. Enter HubSpot. Will Loop Marketing be enough?
- [Why Process Leads to Reporting](https://marketingviatechnology.com/news/why-process-leads-to-reporting.md) - Effective reporting is essential for marketing success. Yet, missing performance data is commonplace. Fill the gaps by fixing production processes.
- [Revolution When: AI and the Open Web](https://marketingviatechnology.com/news/revolution-when-ai-and-the-open-web.md) - Marketers and publishers have long benefited from search engines. Today, search threatens the web. A new deal is needed before AI bankrupts itself.
- [Measuring the Value of Marketing Operations](https://marketingviatechnology.com/news/measuring-the-value-of-marketing-operations.md) - Marketing Operations is more than just a cost centre. It's a strategic multiplier that enhances the value of campaigns. How do you prove that to a CMO?
- [Revolution When: The Waiting Game](https://marketingviatechnology.com/news/revolution-when-the-waiting-game.md) - Like all cutting edge technologies, Generative AI attracts excessive hype and uncertain ROI. Amid a trough of disillusionment, its time will come.
- [What is Salesforce Marketing Cloud Next?](https://marketingviatechnology.com/news/what-is-salesforce-marketing-cloud-next.md) - Salesforce have a new marketing cloud. Beyond the AI hype, Marketing Cloud Next is a radical modernisation of an increasingly outdated platform.
- [Why Salesforce Acquired Informatica](https://marketingviatechnology.com/news/why-salesforce-acquired-informatica.md) - Salesforce have a Data Cloud problem. It's central to the Agentforce pitch, but no one wants to use it. Can Informatica fix Salesforce's CDP woes?
- [Demand Agents: Human Assisted AI](https://marketingviatechnology.com/news/demand-agents-human-assisted-ai.md) - AI is a powerful tool, but when planning AI projects, companies need to be clear on how it can deliver value and where it can boost productivity.
- [Order and Chaos: Organising Unstructured Data](https://marketingviatechnology.com/news/order-and-chaos-organising-unstructured-data.md) - Marketers have more data than they can possibly use. Yet, low data completeness is an ongoing challenge. Generative AI can help solve both issues.
- [The Rebirth of Marketing Automation?](https://marketingviatechnology.com/news/the-rebirth-of-marketing-automation.md) - Marketing automation has been neglected, while vendors chase other markets. Is that about to change? Will long-standing issues finally be fixed?
- [Bridging the Gaps: Finding the Buying Group](https://marketingviatechnology.com/news/bridging-the-gaps-finding-the-buying-group.md) - 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.
- [Bridging the Gaps: Linking ABX Experiences](https://marketingviatechnology.com/news/bridging-the-gaps-linking-abx-experiences.md) - Data silos limit the impact of ABM. Disconnected campaigns harm the customer experience. Is there a solution to fragmented tech stacks?
- [Next-Gen Automation: The Outlook for Agents](https://marketingviatechnology.com/news/next-gen-automation-the-outlook-for-agents.md) - Agents are still a long way from being production-ready. New announcements from Microsoft and Salesforce show that the capability gap is closing.
- [Overcoming Communication Silos in Marketing](https://marketingviatechnology.com/news/overcoming-communication-silos-in-marketing.md) - A lack of internal coordination leads to a disjointed customer experience. But communication silos can be overcome with a more structured approach.
- [The Data to Deliver: Account Based Experiences](https://marketingviatechnology.com/news/the-data-to-deliver-account-based-experiences.md) - Decision makers increasingly demand personalised experiences in a B2B context. Yet, marketers often lack the data to deliver them - until now.
- [Revolution When: The Limitations of Agents](https://marketingviatechnology.com/news/revolution-when-the-limitations-of-agents.md) - AI agents are the future of enterprise automation. Yet, adoption has been slow. For all the benefits, significant questions about their usefulness remain.
- [Next-Gen Automation: The Role of Agents](https://marketingviatechnology.com/news/next-gen-automation-the-role-of-agents.md) - AI agents are not a replacement for traditional rule-based automation workflows. They merely expand the types of business processes that can be automated.
- [Demand Agents: Do Customers Want AI?](https://marketingviatechnology.com/demand-agents-do-customers-want-ai.md) - AI has been pitched as a technology to increase efficiency and reduce costs. Has anyone considered whether their customers want the AI option?
- [Beyond Leads: Marketing Operations in 2025](https://marketingviatechnology.com/news/beyond-leads-marketing-operations-in-2025.md) - 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.
- [Revolution When: Generative AI in 2025](https://marketingviatechnology.com/news/revolution-when-generative-ai-in-2025.md) - 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.
- [Terminal Science: Media and Technology Unite](https://marketingviatechnology.com/news/terminal-science-media-and-technology-unite.md) - With content syndication struggling to prove value for lead generation, one publisher has hit on a novel solution: buy the Terminus ABM platform.
- [Account Based Convergence](https://marketingviatechnology.com/news/account-based-convergence.md) - ABM has fundamentally changed the martech stack. Deeper alignment between marketing and sales has created a new technology and data ecosystem.
- [Next-Gen Synthesis: Data and AI](https://marketingviatechnology.com/news/next-gen-synthesis-data-and-ai.md) - Shifts in B2B buyer behaviour, mean that data quality has become the biggest challenge for many marketers. AI is a critical part of the solution.
- [The Rising HubSpot Breeze](https://marketingviatechnology.com/news/the-rising-hubspot-breeze.md) - HubSpot's new AI introduces many new and interesting capabilities across the platform. However, Breeze has its downsides as well as its benefits.
- [Rise of the Agents](https://marketingviatechnology.com/rise-of-the-agents.md) - 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?
- [Enter the Agentforce](https://marketingviatechnology.com/news/enter-the-agentforce.md) - Agentforce is pitched as the future of the Salesforce platform. After months of hype, do agents finally give Generative AI a role in tech stacks?
- [Oracle: The Forgotten Marketing Cloud](https://marketingviatechnology.com/news/oracle-the-forgotten-marketing-cloud.md) - Oracle's martech portfolio is often unfairly dismissed as an outdated platform for large enterprise. Yet, they're actually at the forefront of B2B marketing.
- [Is there a Future for MQLs?](https://marketingviatechnology.com/news/is-there-a-future-for-mqls.md) - According to analysts, MQLs have no future in B2B marketing. It's a convenient narrative which highlights major problems. Reality is more complex.
- [Building the ABM Stack](https://marketingviatechnology.com/news/building-the-abm-stack.md) - ABM has achieved widespread adoption across a wide array of B2B marketing programs. Now, the typical martech stack is starting to catch up.
- [When will Generative AI Deliver?](https://marketingviatechnology.com/when-will-generative-ai-deliver.md) - Customer adoption is slowing, even while tech investments are booming. It's time to ask when Generative AI will become cost-effective for everyone.
- [Finding Value in AI](https://marketingviatechnology.com/news/finding-value-in-ai.md) - Analysts are increasingly asking whether AI is cost-effective. For marketers, AI has already demonstrated strong ROI over an extended timeframe.
- [Optimising the Content Experience](https://marketingviatechnology.com/news/optimising-the-content-experience.md) - User experience often gets lost in the avalanche of content marketing, with conversion suffering as a result. Better approaches are possible.
- [Avoiding the Legacy Trap](https://marketingviatechnology.com/news/avoiding-the-legacy-trap.md) - In many organisations, old technology and burdensome processes are a fact of life. It doesn't have to be like that. Businesses can do better.
- [The Advertising Privacy Balance](https://marketingviatechnology.com/news/the-advertising-privacy-balance.md) - There doesn't have to be a trade-off between customer privacy and effective ads. Marketers can deliver both leads and strong data protection.
- [The First-Party Intent Qualification](https://marketingviatechnology.com/news/the-first-party-qualification.md) - There are many sources of intent data, but the best intent comes from the data that you already have. Are you making the most of your first-party data?
- [What Happened to Martech Consolidation?](https://marketingviatechnology.com/news/what-happened-to-martech-consolidation.md) - Martech vendors were supposed to merge, and tech stacks were supposed to shrink. So, why is the martech landscape growing by 27.8% year on year?
- [The Rise of Passkeys](https://marketingviatechnology.com/the-rise-of-passkeys.md) - The death of passwords is nigh. Passkeys are the future of authentication. Do they solve the problem of bad passwords, and will users adopt them?
- [The Return of Events](https://marketingviatechnology.com/news/the-return-of-events.md) - Marketers have spent years trying to replace the role of in-person events for lead generation. So, why is everyone suddenly going back to events?
- [The Evolution of Lead Nurture](https://marketingviatechnology.com/news/the-evolution-of-lead-nurture.md) - The formula for a successful lead nurture program has changed. Nurture still has a critical role in the B2B marketing mix, but experience is key.
- [Tech Stack Fragmentation: The Platform Effect](https://marketingviatechnology.com/news/tech-stack-fragmentation-vendor-effect.md) - New product launches at Adobe Summit highlight the growing fragmentation of vendor portfolios, as well as the benefits of this strategy for martech buyers.
- [The Cookie Compliance Question](https://marketingviatechnology.com/news/the-2024-cookie-compliance-question.md) - Third-party cookies were meant to be replaced in 2024. That deadline is now in doubt, but marketers still have new tracking questions to answer.
- [How to Identify Good Analytics?](https://marketingviatechnology.com/how-to-identify-good-data.md) - Measuring business performance is about the correct interpretation of data rather than absolute numbers. After all, no dataset is 100% perfect.
- [The Disconnect behind Tableau Pulse](https://marketingviatechnology.com/news/the-disconnect-behind-tableau-pulse.md) - The role of BI within the business is changing. A new AI feature from Tableau delivers a new way to track KPIs and visualise marketing performance.
- [The Drift to Salesloft Deal](https://marketingviatechnology.com/news/the-drift-to-salesloft-deal.md) - The purchase of a leading marketing chatbot platform by a sales technology vendor highlights the increasing overlap between martech and sales tech.
- [Big Operations and The Automation Myth](https://marketingviatechnology.com/big-operations-automation-myth.md) - Sprawling tech stacks mean that business departments now own more applications than IT. Do business teams have the skills required to manage their apps?
- [How Technology Can Streamline ABM](https://marketingviatechnology.com/news/how-technology-streamlines-abm.md) - Successful ABM relies on mapping buying groups within enterprise accounts. In practice, this has been impossible to do accurately until now.
- [The Opportunity to Improve Sales Automation](https://marketingviatechnology.com/news/opportunity-improve-sales-automation.md) - Sales campaigns are subject to the same personalisation demands as marketing campaigns. There is an opportunity for marketing to align and improve results.
- [2024 Predictions](https://marketingviatechnology.com/news/2024-predictions.md) - As marketers learn the most effective uses for Generative AI, we will start to see solutions for long-term reporting and personalisation challenges.
- [Next-Gen Automation: How AI will Impact Business](https://marketingviatechnology.com/next-gen-automation-ai-in-business.md) - Generative AI has the potential to improve productivity and reshape business. In doing so, it will create many winners and result in a few losers.
- [AI-Generated Personalisation](https://marketingviatechnology.com/news/ai-generated-personalisation.md) - Good personalisation is essential to marketing success. Yet, some channels are easier to personalise than others. AI will close that capability gap.
- [Measurement through Unification](https://marketingviatechnology.com/unification-through-measurement.md) - Marketing Operations is about more than just day-to-day process management. Marketing ops can play an important role in setting marketing strategy.
- [The Rise of Self-Service AI](https://marketingviatechnology.com/news/rise-of-self-service-ai.md) - There is far more to AI than just copy generation. A new generation of AI app stores have the potential to revolutionise marketing operations.
- [AI enhances Business Intelligence](https://marketingviatechnology.com/news/ai-enhances-bi.md) - Marketing leaders often claim to lack the data needed to guide decision-making. BI vendors are using generative AI to give them the tools they need.
- [HubSpot acquires Clearbit](https://marketingviatechnology.com/news/hubspot-clearbit.md) - Data is the life blood of contemporary business. By acquiring Clearbit, HubSpot have recognised the central role of good data in B2B marketing.
- [Why Reporting is Storytelling?](https://marketingviatechnology.com/the-narrative-behind-measuring-marketing-performance.md) - Measuring marketing performance is about more than just numbers on dashboards. Its about providing context, clarity and integrity.
- [New Deliverability Requirements for 2024](https://marketingviatechnology.com/news/new-deliverability-requirements-2024.md) - Google and Yahoo have introduced strict new email sender guidelines that marketers will have to follow. Are you ready for these changes?
- [Drift goes Bionic](https://marketingviatechnology.com/news/drift-goes-bionic.md) - Drift pioneered chatbots for B2B marketing. Their latest product updates aren't just an enhanced AI, they redefine the role of chatbots in B2B.
- [CoPilot: Generative AI meets Windows](https://marketingviatechnology.com/copilot-generative-ai-launches-in-windows.md) - As Microsoft prepare to embed Generative AI into both Office and Windows, just how important is this capability and will people pay for it?
- [Salesforce debuts Generative AI at Dreamforce](https://marketingviatechnology.com/news/salesforce-debuts-generative-ai-at-dreamforce.md) - Salesforce launched a new AI assistant at Dreamforce, as well as an enhanced data cloud. Will this help them retain their lead in Enterprise AI?
- [Why Everything is Nothing for Apps](https://marketingviatechnology.com/everything-is-nothing-app.md) - For years, big tech firms have tried to create an everything app. There are good reasons why a US version of WeChat is forever doomed to fail.
- [Marketo Supercharges Dynamic Chat](https://marketingviatechnology.com/news/marketo-supercharges-dynamic-chat.md) - Adobe have been promoting Marketo Dynamic Chat for years, yet its limitations hampered adoption. Has its time finally come?
- [Eloqua 23C Release Overview](https://marketingviatechnology.com/eloqua-23c-release-overview.md) - This month's packed Eloqua release may not contain many exciting new features, but it does fix several major frustrations with the platform.
- [Hyperforce Has Lift Off](https://marketingviatechnology.com/news/hyperforce-has-lift-off.md) - It's time for the next major Salesforce platform migration. Hyperforce has been around for several years, and now existing customers will get the benefits.
- [Marketo: The Potential of Engagement Maps](https://marketingviatechnology.com/marketo-engagement-maps-potential.md) - Marketo has a new way to view smart campaign workflows. Engagement Maps have potential, but won't become truly useful until next year.
- [Coming Soon](https://marketingviatechnology.com/news/2023-08-coming-soon.md) - Switching technology platform always seems like a good idea, yet rarely goes smoothly. There are ways to minimise the disruption.
- [The X Factor Behind Social Media](https://marketingviatechnology.com/the-social-x-factor.md) - Twitter has survived technical woes, the paywalling of key features and dramatic falls in ad revenue. So why is a rebrand the biggest threat of all?
- [Artificial Errors: Why AI Gets It Wrong?](https://marketingviatechnology.com/why-ai-is-often-wrong.md) - It's OK for AI to get it wrong occasionally. As Artificial Intelligence enters the mainstream, we must accept that the computer isn't always right.
- [2023 Marketing Predictions](https://marketingviatechnology.com/2023-marketing-predictions.md) - 2023 promises to be an uncertain year for B2B marketing. A difficult economy and strong regulatory headwinds requires a more complex marketing mix.
- [Out of the Bottle: Salesforce Genie](https://marketingviatechnology.com/out-of-the-bottle-salesforce-genie.md) - Dreamforce introduces a major upgrade to Salesforce Customer 360. What is Genie, and how important is it to the future of Salesforce?
- [Moving Nurture Beyond Email](https://marketingviatechnology.com/moving-nurture-beyond-email.md) - There is more to nurture than email. Increase engagement by building a cross-channel marketing engine that runs on the schedule of your audience.
- [Marketo Engage August '22 Release Overview](https://marketingviatechnology.com/marketo-engage-august-22-release-overview.md) - The introduction of Captcha on Marketo forms is the most notable feature in a release full of small tweaks and UI changes.
- [Beyond Measurement: The Value of Business Intelligence](https://marketingviatechnology.com/beyond-measurement-value-of-bi.md) - Is your business struggling to report on marketing performance? Using the right analytics solution is key to getting accurate campaign results.
- [Security vs Functionality: Microsoft Office](https://marketingviatechnology.com/security-vs-functionality-office-security.md) - Microsoft Office is integral to many business processes. However, recent attempts to tighten up some of its security loopholes caused a backlash.
- [Marketo June 22 Release Overview](https://marketingviatechnology.com/marketo-june-22-release-overview.md) - Marketo Engage gains a set of important new integration capabilities this month, while email tracking and form validation also get upgrades.
- [The Data Story: Reporting for B2B Marketers](https://marketingviatechnology.com/the-data-story-reporting.md) - There is more to marketing reporting than viewing dashboards. Asking the right questions is just as important as showing the right numbers.
- [Pardot Summer '22 Release Overview](https://marketingviatechnology.com/pardot-summer-22-release-overview.md) - Conditional completion actions and better deliverability reporting are the highlights of a useful release for the app formally known as Pardot.
- [Eloqua 22B Release Overview](https://marketingviatechnology.com/eloqua-22b-release-overview.md) - This quarter's Eloqua release introduces a new reporting metric, additional SMS capabilities and some important governance features for admins.
- [Planning the Personalised Journey](https://marketingviatechnology.com/planning-the-journey.md) - B2B marketing has changed. The business is demanding more from marketing, just as buyers have become harder to reach. A more coordinated approach is needed.
- [End of the Platform Era?](https://marketingviatechnology.com/end-of-the-platform-era.md) - New legislation on both sides of the Atlantic threatens to upend the business models of big tech. How far-reaching will the consequences be?
- [Live Chat Enters the B2B Marketing Conversation](https://marketingviatechnology.com/chatbots-enter-the-b2b-conversation.md) - Live chat has become an essential part of the B2B marketing mix. It's become more than just a tool for lead capture and customer service.
- [CDP Takes Centre Stage at Adobe Summit](https://marketingviatechnology.com/cdp-takes-centre-stage-at-adobe-summit.md) - Adobe Summit unveils new integration and measurement capabilities that enable better personalisation and a more data-driven approach to B2B marketing.
- [The Rise of Microsoft Teams](https://marketingviatechnology.com/the-rise-of-microsoft-teams.md) - During the pandemic, Microsoft's communication app evolved from a widely loathed niche to become a corporate standard alongside Zoom. Why?
- [Eloqua 22A Release Overview](https://marketingviatechnology.com/eloqua-22a-release-overview.md) - Eloqua gains a set of small but very useful enhancements. Better A/B testing and more reliable email reporting are the highlights.
- [Pardot Spring 22 Release Overview](https://marketingviatechnology.com/pardot-spring-22-release-overview.md) - The latest Salesforce release brings significant new features to the new email and landing page editors. Are they finally ready for prime-time?
- [Marketo January 22 Release Overview](https://marketingviatechnology.com/marketo-january-22-release-overview.md) - The ongoing evolution of the Marketo UI marks a major milestone, while updates to form validation rules will immediately benefit Marketo users.
- [Events: The Hybrid Future](https://marketingviatechnology.com/events-the-hybrid-future.md) - Marketing has become a digital-first discipline. Events are no exception. Hybrid events are causing marketers to reimagine what an event can be.
- [Is Hybrid Working Really the Future?](https://marketingviatechnology.com/is-hybrid-really-the-future-of-work.md) - It's widely believed that hybrid workplaces are the future. But is this really true, and what does hybrid working look like in practice?
- [How to Select the Right Marketing Technologies](https://marketingviatechnology.com/selecting-the-right-marketing-technologies.md) - Choosing the right marketing technology is a complex task. Follow this 5 step process to make sure you arrive at the right decision every time.
- [Oracle Eloqua 21D Release Overview](https://marketingviatechnology.com/oracle-eloqua-21d-release-overview.md) - Eloqua gets a major new feature, with the addition of SMS marketing. Improved Salesforce Integration and higher API limits will see wider adoption.
- [Through the Metaverse](https://marketingviatechnology.com/through-the-metaverse.md) - According to Mark Zuckerberg, the metaverse is the next big thing. Just what are the consumer and business needs that metaverse is intended to solve?
- [Nurture: Finding the Audience](https://marketingviatechnology.com/nurture-volume-vs-personalisation.md) - Are you adding enough engaged contacts to your nurtures to generate results? Personalisation is key to successful nurture, but only for the right audience.
- [5 Essential Data Management Capabilities](https://marketingviatechnology.com/5-essential-data-management-capabilities.md) - Data management doesn't have to be complicated. Start improving the quality of your database with these 5 basic data improvement programs.
- [Salesforce Pardot Winter '22 Release Overview](https://marketingviatechnology.com/pardot-winter-22-release-overview.md) - A bumper release is headlined by a new landing page editor and new integrations. More welcome are smaller updates to list and prospect management.
- [What Are The Right B2B Data Sources?](https://marketingviatechnology.com/building-the-best-b2b-database.md) - Building a marketing database is hard. Choosing the best third party data sources for your database is even harder. The right vendor depends on your audience.
- [Losing the Lead](https://marketingviatechnology.com/losing-the-lead.md) - In 2005, Sirius Decisions invented the MQL. In 2021, Forrester are trying to kill it. Can marketing ever truly replace the humble lead record?
- [Marketo Engage August '21 Release Overview](https://marketingviatechnology.com/marketo-engage-august-21-release-overview.md) - All change for Marketo, as Adobe kicks off a major transition for their marketing automation platform.
- [Eloqua 21C Release Overview](https://marketingviatechnology.com/eloqua-21c-release-overview.md) - Another quiet Eloqua release introduces an important enhancement to blind form submits, as well as some interesting integrations and security updates.
- [How to Improve Email Metrics](https://marketingviatechnology.com/how-to-improve-email-metrics.md) - There’s no right way to getting more opens and more clicks. Instead, many small changes can be combined to deliver the best results.
- [How to get started with B2B Omnichannel Campaigns](https://marketingviatechnology.com/how-to-run-b2b-omnichannel-campaigns.md) - Marketing automation has evolved into a vehicle to run multi-channel campaigns. Are you making the most of your nurture programs?
- [Windows 11 and the Compatibility Question](https://marketingviatechnology.com/windows-11-and-the-compatibility-question.md) - The unexpected announcement of Windows 11 is already facing a backlash from IT Pros. It's not clear whether PCs will be able to run Microsoft's new OS.
- [How to Get Started with B2B Email Personalisation](https://marketingviatechnology.com/get-started-b2b-email-personalisation.md) - B2B email personalisation doesn't have to be complicated. Start simple, with these five quick and easy ways to personalise your marketing emails.
- [Salesforce Pardot Summer 22 Release Overview](https://marketingviatechnology.com/salesforce-pardot-summer-22-release-overview.md) - This month's Salesforce release is an important one for Pardot admins. New AI and ABM programs overshadow an important change to opt-out settings.
- [The Role of CDPs in B2B Marketing](https://marketingviatechnology.com/role-of-cdps-in-b2b-marketing.md) - There are many ways for B2B marketers to build a single customer view. Customer Data Platforms have clear advantages but also have their limitations.
- [Marketo Engage May '21 Release Overview](https://marketingviatechnology.com/marketo-engage-may-21-release-overview.md) - Marketo gets a new user experience, better smart campaigns and more secure forms this month. There's a major boost for the ABM module, and more coming up.
- [Finding the Balance: Effective B2B Personalisation](https://marketingviatechnology.com/effective-b2b-personalisation.md) - When it comes to personalisation, the only real limit is scale and efficiency rather than ambition. All that's needed are a few simple building blocks.
- [After the Emergency: Remote Working](https://marketingviatechnology.com/after-the-emergency-remote-working.md) - Employees are reluctantly starting to return to the office, but that doesn't mean a return to the old 9 to 5. The new normal is that there is no normal.
- [Downtime versus Security](https://marketingviatechnology.com/downtime-versus-security.md) - Experts recommend applying security updates immediately after release. Users of Microsoft Exchange Server have just discovered why this is so important.
- [Google and the Cookie Crunch](https://marketingviatechnology.com/google-cookie-crunch.md) - Cookies have driven web tracking for decades. Now Google are replacing them with a privacy sandbox, but is there a downside for consumers and marketers?
- [Oracle Eloqua 21A Release Overview](https://marketingviatechnology.com/oracle-eloqua-21a-release-overview.md) - The latest Eloqua release brings more archiving, more UI changes and more AI. Although, the biggest updates are reserved for the Salesforce integration app.
- [Salesforce Pardot Spring '21 Release Overview](https://marketingviatechnology.com/salesforce-pardot-spring-21-release-overview.md) - The first Salesforce release of 2021 is an important one for Pardot users. The end of Pardot logins and first-party tracking are just the beginning.
- [2021: Digital Marketing in the New Normal](https://marketingviatechnology.com/2021-digital-marketing-and-the-new-normal.md) - A series of operational challenges are preventing digital marketing from reaching its full potential. Marketers will need to focus on these problems in 2021.
- [Marketo Engage: New Year, New UI](https://marketingviatechnology.com/marketo-engage-new-year-new-ui.md) - A major UI change is disrupting Marketo users, with the primary benefits still to be released. Meanwhile, two major feature deprecations will cause disruption.
- [How often do you update Lead Scoring?](https://marketingviatechnology.com/how-often-update-lead-scoring.md) - Creating a lead scoring model is a challenge. Improving a lead scoring model is relatively easy. So why don't marketers update scoring regularly?
- [Salesforce Pardot Summer 20 Release Overview](https://marketingviatechnology.com/salesforce-summer-20-release-overview.md) - After a delay, it's a big release for Pardot. Salesforce connector upgrades, new B2B Marketing Analytics dashboards and first-party cookies all land this month.
- [After Intel: The Next Computing Revolution?](https://marketingviatechnology.com/after-intel.md) - Is Apple's switch from Intel-based Macs to ARM-based Macs the start of a wider industry transition? Microsoft certainly seem to think so.
- [Demandbase and Engagio: An ABM Tech Stack?](https://marketingviatechnology.com/demandbase-and-engagio.md) - Demandbase and Engagio have both pitched themselves as the end-to-end ABM solution. By coming together they intend to turn their claims into reality.
- [Marketo June '20 Release Overview](https://marketingviatechnology.com/marketo-june-20-release-overview.md) - Long awaited features land in Marketo this month. Custom Program Member fields and Predictive Audiences are the highlights, but Dynamics users can cheer too.
- [Oracle Eloqua 20B Release Overview](https://marketingviatechnology.com/oracle-eloqua-20b-release-overview.md) - The return of archiving is an important milestone for admins struggling with overburdened Eloqua instances, while the new block library benefits their users too.
- [Transparency vs Technology: Lead Discovery](https://marketingviatechnology.com/transparency-technology-lead-discovery.md) - Comprehensive lead scoring and accurate lead routing are important, but does marketing give sales enough insight to follow-up new MQLs?
- [Virtual Innovation at Adobe Summit](https://marketingviatechnology.com/digital-innovation-at-adobe-summit.md) - Real-world disruption and economic dislocation are an opportunity for innovation. Adobe practice what they preach at their first virtual summit.
- [Quality over Quantity: Identifying Leads](https://marketingviatechnology.com/quality-over-quantity.md) - Identifying what a good lead looks like is no easy task. There are multiple factors to consider and few marketing teams use all the available information.
- [Fully Remote: The Culture of Virtual Meetings](https://marketingviatechnology.com/fully-remote-the-culture-of-meetings.md) - Many firms across Europe and North America are switching to mandatory working from home. To make the new reality a success, video conferencing is essential.
- [Waking Up Your Database](https://marketingviatechnology.com/wake-up-re-engagement.md) - Inactive contacts make up a majority of most marketing databases, but not all unengaged email subscribers are deadwood. The right message can reengage them.
- [The List Churn Challenge](https://marketingviatechnology.com/the-list-churn-challenge.md) - The evolving career paths of B2B email subscribers are a challenge to marketing databases everywhere, but they are also an opportunity.
- [Searching for Bad Press?](https://marketingviatechnology.com/searching-for-bad-press.md) - Why did Microsoft announce a controversial new browser extension and then pull it days before launch? Are they actively looking for negative publicity?
- [Oracle Eloqua 20A Release Overview](https://marketingviatechnology.com/oracle-eloqua-20a-release-overview.md) - Account based reporting arrives in Eloqua. The classic form editor departs. It's all change in this quarter's Eloqua release.
- [Salesforce Pardot Spring '20 Release Overview](https://marketingviatechnology.com/salesforce-pardot-spring-20-release-overview.md) - AI everywhere is the theme for the first Salesforce release of the year. Elsewhere, tasks get queues and Pardot customers get upgraded landing pages.
- [A Question of Reputation](https://marketingviatechnology.com/question-of-reputation.md) - Everyone knows that it's important. Few marketers pay attention to it. Email Deliverability needs to be better understood and more closely managed.
- [The Fragmentation of Content Management](https://marketingviatechnology.com/fragmentation-of-content-management.md) - The contrasting fortunes of the leading CMS platforms, makes developing a website much more difficult.
- [Marketo January '20 Release Overview](https://marketingviatechnology.com/marketo-engage-january-20-release-overview.md) - After a longer than usual wait, the first Marketo release of the year focuses on Integrations. AEM, Dynamics, LinkedIn & Salesforce are the beneficiaries.
- [Windows 7: The Revolutionary Evolution](https://marketingviatechnology.com/windows-7-revolutionary-evolution.md) - The PC market has changed radically in the decade since Windows 7 was released. The gradual changes were the most successful.
- [2020: The Age of Complexity](https://marketingviatechnology.com/2020-the-age-of-complexity.md) - Marketing is getting more complicated. More data and more technology will mean to more integration and more alignment with the rest of the business.
- [Continuous Evolution: Closing the Capability Gap](https://marketingviatechnology.com/continuous-evolution-closing-the-capability-gap.md) - Digital marketing is changing rapidly. New tactics and new technology are needed to stay ahead. Most important of all though, is learning new skills.
- [The Content Personalisation Snap](https://marketingviatechnology.com/content-personalisation-snap.md) - The acquisition of the SnapApp interactive content platform by Uberflip proves the changing nature of personalisation in content marketing.
- [Dreaming of a Single Truth](https://marketingviatechnology.com/dreaming-of-a-single-truth.md) - Salesforce Customer 360 Truth is a big deal for marketers, but is neither new or revolutionary. It is an overdue addition to the Salesforce ecosystem.
- [Oracle Eloqua 19D Release Overview](https://marketingviatechnology.com/oracle-eloqua-19d-release-overview.md) - It's a light release for Eloqua users this quarter, with image replacement and secure branded app links headlining this release. Better late the never.
- [Microsoft Ignites the Connected Enterprise](https://marketingviatechnology.com/microsoft-ignites-connected-ai.md) - Microsoft gave an AI facelift to two of their most important products at their customer conference this week. The aim is to unleash the power of your data.
- [Joining the Dots: The Big Data Problem](https://marketingviatechnology.com/joining-dots-the-big-data-problem.md) - Bad data quality is a constant challenge for all marketers. Alas, there is no easy fix for bad data but AI does help.
- [Drifting into Conversation: Chatbots](https://marketingviatechnology.com/drifting-into-conversation.md) - The next big thing is supposed to be Conversational Marketing. Don't ignore the hype. Chatbots really will transform B2B marketing.
- [Translating the Language Barrier](https://marketingviatechnology.com/translation-language-barrier.md) - Translation is slow and expensive, but massively increases campaign results. Unfortunately, there are no shortcuts to producing better localised content.
- [Pardot Winter '20 Release Overview](https://marketingviatechnology.com/pardot-winter-20-release-overview.md) - The Salesforce Classic experience reaches the end of the road, but Snippets and HML mark a major upgrade to Pardot email templates.
- [The MarTech Merger Wave Continues](https://marketingviatechnology.com/the-martech-merger-wave-continues.md) - CMS vendors and predictive data firms are the most recent targets, as the MarTech merger trend continues. It's all about the platform game.
- [Computing on the Edge](https://marketingviatechnology.com/computing-on-the-edge.md) - Cloud computing is yesterday's news. Edge computing is the hot new IT trend. Even established cloud vendors are trying to get on the edge bandwagon.
- [The Content Waterfall Trap](https://marketingviatechnology.com/the-content-waterfall-trap.md) - In a world of always-on and content marketing, a well managed campaign calendar has become very important.
- [Moving beyond Sales Enablement](https://marketingviatechnology.com/moving-beyond-sales-enablement.md) - Changing sales models and the need for account based marketing, have changed the relationship between sales and marketing.
- [Snooping by Design](https://marketingviatechnology.com/snooping-by-design-virtual-assistants.md) - Virtual Assistants such as Amazon Alexa are a hot technology trend, yet using them carries privacy risks. It is time for data protection to became a priority.
- [Unlocking the Enterprise Data Landscape](https://marketingviatechnology.com/unlocking-the-enterprise-data-landscape.md) - Data is complicated, and big data has made it more so. A vast array of databases exists to cut through the noise. Make sure to use the right one for the job.
- [Oracle Eloqua 19C Release Overview](https://marketingviatechnology.com/oracle-eloqua-19c-release-overview.md) - Out with the old and in with the new. The legacy Eloqua email and landing page editors are no more, but their replacements pick up some useful updates this month.
- [Marketo August '19 Release Overview](https://marketingviatechnology.com/marketo-august-19-release-overview.md) - It's a light release for Marketo this month, with a couple of ABM changes, new API capabilities and another major milestone for Sky.
- [Misattributing Attribution](https://marketingviatechnology.com/misattributing-attribution.md) - Attribution is an important concept for proving the value of marketing activity, just don't expect it to be an accurate measurement of campaign success.
- [Unified Interfaces for Sky and Lightning](https://marketingviatechnology.com/unified-interfaces-for-sky-and-lightning.md) - Evolving technology requires evolving user interfaces, but Microsoft, Salesforce and Marketo are underestimating the challenges this causes for their users.
- [Don't Panic: Avoiding Marketing Automation Errors](https://marketingviatechnology.com/avoiding-marketing-automation-errors.md) - It's a fact of life. Every marketing automation user has sent an email to the wrong list at some point. There is no quick fix to stop it from reoccurring.
- [Missing the Moment: The Post Event Problem](https://marketingviatechnology.com/missing-the-moment-post-event.md) - Everyone knows that attendee follow-up should happen as soon as an event is over, but too few marketers do so in practice. A change of priorities is needed.
- [Get Ready for Smart Marketing](https://marketingviatechnology.com/get-ready-for-smart-marketing.md) - Are technology gaps limiting cross-channel campaigns? Are data silos preventing effective reporting? It's time to tear down the walls in your martech stack.
- [Salesforce Discovers Analytics with Tableau](https://marketingviatechnology.com/salesforce-discovers-analytics-with-tableau.md) - Salesforce's unexpected purchase of Tableau highlights the central role of Business Intelligence and Analytics in the data-driven enterprise.
- [Marketo June '19 Release Overview](https://marketingviatechnology.com/marketo-june-19-release-overview.md) - Marketo gains native image editing and event waiting list features this month, but beware the impending removal of the legacy email editor. If may affect you.
- [Pardot Summer '19 Release Overview](https://marketingviatechnology.com/pardot-summer-19-release-overview.md) - The second Salesforce of the year brings UI changes to the Lightning Experience and useful reporting enhancements for Pardot. It's a relatively light release.
- [Enter the Privacy Network?](https://marketingviatechnology.com/enter-the-privacy-network.md) - Rocked by a never-ending series of scandals, Facebook has a plan to re-invent themselves in a privacy conscious world. Except no-one trusts them to pull it off.
- [GDPR: One Year On](https://marketingviatechnology.com/gdpr-one-year-on.md) - GDPR has become the global benchmark for consumer privacy and data protection. Yet, many marketers still don't understand what the law means in practice.
- [Oracle Eloqua 19B Release Overview](https://marketingviatechnology.com/oracle-eloqua-19b-release-overview.md) - Eloqua gets Send Time Optimisation and a new Salesforce Integration this month, but get ready for the impending retirement of the old asset and form editors.
- [Changing Ad Market hits Google Earnings](https://marketingviatechnology.com/changing-ad-market-hits-google.md) - A surprise slowdown in advertising revenue reduces Google's earnings growth and exposes flaws in the business model of the digital advertising giant.
- [Why Personas are Essential for Successful ABM](https://marketingviatechnology.com/why-personas-are-essential-for-successful-abm.md) - Account Based Marketing is in-depth personalisation and expanding target account penetration. Strong Buyer Personas are still critical to making this work.
- [PDF: The Responsive Content Problem](https://marketingviatechnology.com/pdf-the-responsive-content-problem.md) - PDF is still the most common way to distribute content over the web. Why do marketers persist with a file format that isn't optimised for mobile devices?
- [The Return of Data-Driven Marketing](https://marketingviatechnology.com/the-return-of-data-driven-marketing.md) - After years of hype and numerous waves of digital marketing applications, new technology is poised to finally make data-driven marketing a reality.
- [Marketo talk Account Based Experiences at Summit](https://marketingviatechnology.com/adobe-engages-marketo-for-account-based-experiences.md) - Adobe talk B2B and B2C convergence, and Microsoft brings a major upgrade to Marketo ABM at their annual summit in Las Vegas.
- [Eloqua gets an AI makeover at Modern CX](https://marketingviatechnology.com/eloqua-gets-an-ai-makeover-at-modern-cx.md) - Oracle talk integrated customer experience in Las Vegas, as new AI and data platforms highlight the changing role of marketing automation in the martech stack.
- [Is Web Tracking a GDPR Risk for Marketers?](https://marketingviatechnology.com/is-web-tracking-a-gdpr-risk.md) - Web tracking is a fundamental part of digital marketing. The benefits are enormous, but B2B marketers are ignoring the legal risks that go alongside it.

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