Artificial intelligence is heavily disrupting marketing teams, particularly in medium to large companies. In fact, it’s estimated that up to 40% of traditional marketing spend is under incredible pressure to be reallocated – if it hasn’t already. Join The 40% Shift: How AI is Radically Reshaping Marketing Budgets for a practical deep dive into the…
Almost half of advertisers now “completely” or “mostly” trust AI adtech to make decisions about campaigns without human oversight — up from 25% last year, according to a report from Advertiser Perceptions, a business intelligence provider. Source: Advertiser Perceptions’ report Artificial Intelligence & Machine Learning in Advertising 2024 Previously, advertisers “somewhat trusted” these ad technologies…
“You’re damned if you do and damned if you don’t.” This expression applies when trying to create and execute personalized campaigns. If you go too deep into understanding prospects’ or customers’ needs and preferences, you can’t scale the campaign. If you go too shallow, then the message lacks relevance and connection to buyers. It’s a…
Almost 90% of B2B buyers prefer content from trusted B2B influencers over sales messages from B2B brands. That’s a statistic from a recent survey by LinkedIn and it echoes what Demandbase CMO Kelly Hopping recently told us: “They’re going to trust hearing from that guy, versus the Demandbase brand.” But just who is “that guy”?…
“The state of B2B advertising” is the name of a recent report from ABM advertising, customer intelligence and data platform Demandbase. But what about the state of B2B marketing itself? People don’t seem to be sure about what works any more. “That’s our new reality, that’s for sure,” said Demandbase CMO Kelly Hopping. “It’s definitely…
The hype around artificial intelligence may be heading into the “trough of disillusionment,” as Gartner calls it, but the technology continues to progress in big, disruptive ways — especially for martech. That is the nutshell version of the “Martech for 2025” report from Scott Brinker, editor of chiefmartec.com, and marketing technologist Frans Riemersma, released today….
We’ve updated this article with news that the combination of Informa Tech and TechTarget is now official, after TechTarget shareholders approved the deal. The combination of London-based media and data company Informa PLC’s Informa Tech and Massachusetts-based TechTarget became official Monday, creating a B2B data giant. The proposed deal was announced early in 2024 and…
Marketing teams are leading the adoption of generative AI, but are they using the right tools to drive real outcomes? Predictive analytics helps CEOs and CFOs allocate credit through multi-touch attribution (MTA), while data scientists use it to forecast patterns. However, for marketers, success lies in understanding the interrelationships within programs that drive outcomes. This…
If you’re like me, you only open a small fraction of the (dozens? hundreds?) email newsletters you’ve subscribed to. So I set out to find what those really good newsletters, the ones you open on the regular, have in common. Email newsletters have been floating around in the zeitgeist for some time now, especially as…
Zeta Global’s stock price jumped 15% yesterday as the company issued a detailed rebuttal to a report critical of its financial practices. Shares closed at $25.4 Wednesday after opening at $22. Last week, short-seller Culper Research issued a report alleging the AI marketing cloud company “formed ‘two-way’ contracts with third-party consent farms wherein the Company…