Marketing via Technology

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

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

2024 Predictions

As marketers learn the most effective uses for Generative AI, we will start to see solutions for long-term reporting and personalisation challenges.

| Marketing Operations

AI-Generated Personalisation

Good personalisation is essential to marketing success. Yet, some channels are easier to personalise than others. AI will close that capability gap.

| Digital Marketing

The Rise of Self-Service AI

There is far more to AI than just copy generation. A new generation of AI app stores have the potential to revolutionise marketing operations.

| Marketing Operations