Beyond Leads: Marketing Operations in 2025
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.
Account Based Convergence
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
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.
Is there a Future for MQLs?
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
ABM has achieved widespread adoption across a wide array of B2B marketing programs. Now, the typical martech stack is starting to catch up.
Finding Value in AI
Analysts are increasingly asking whether AI is cost-effective. For marketers, AI has already demonstrated strong ROI over an extended timeframe.
Tech Stack Fragmentation: The Platform Effect
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
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?
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
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.