Marketing Technology - Marketing via Technology

The Context Imperative

AI needs detailed business context to work effectively. That context already exists. It just needs to be collected and organised.

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.

According to the stock market, SaaS is legacy technology. Some SaaS companies do have an AI problem, for most, AI is just another feature.

Martech is integral to the success of any marketing program. Yet, that synergy of technology and strategy creates governance and security risks.

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.

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.

Data quality is a constant challenge. Third party data providers help, but don't deliver the results needed. AI offers an additional solution.

AI has disrupted PPC and transformed SEO. A new inbound marketing playbook is needed. Enter HubSpot. Will Loop Marketing be enough?

Marketers and publishers have long benefited from search engines. Today, search threatens the web. A new deal is needed before AI bankrupts itself.

Salesforce have a new marketing cloud. Beyond the AI hype, Marketing Cloud Next is a radical modernisation of an increasingly outdated platform.