Marketing via Technology

Stay up to date with actionable insights into martech and marketing ops.

The First-Party Intent Qualification

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?

| Marketing Technology

What Happened to Martech Consolidation?

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?

| Marketing Technology

The Return of Events

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?

| Digital Marketing

The Evolution of Lead Nurture

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.

| Digital Marketing

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.

| Marketing Operations

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.

| Marketing Operations

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.

| Marketing Operations

The Drift to Salesloft Deal

The purchase of a leading marketing chatbot platform by a sales technology vendor highlights the increasing overlap between martech and sales tech.

| Digital Marketing

How Technology Can Streamline ABM

Successful ABM relies on mapping buying groups within enterprise accounts. In practice, this has been impossible to do accurately until now.

| Digital Marketing

The Opportunity to Improve Sales Automation

Sales campaigns are subject to the same personalisation demands as marketing campaigns. There is an opportunity for marketing to align and improve results.

| Marketing Operations