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.
The Rising HubSpot Breeze
HubSpot's new AI introduces many new and interesting capabilities across the platform. However, Breeze has its downsides as well as its benefits.
Enter the Agentforce
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
Oracle's martech portfolio is often unfairly dismissed as an outdated platform for large enterprise.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?
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.
Optimising the Content Experience
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
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.