“How are we using AI to improve marketing performance?” Marketers are coming to dread this question even as executives are asking it more often. It makes them anxious and defensive because they lack a clear story about their team’s martech maturity. They also struggle to explain the real benefits of AI. This is because it’s…
Today, HubSpot announced an agreement to acquire Frame AI, an AI-powered conversational intelligence company. Frame AI’s conversational intelligence allows marketers to pull insights from unstructured data in emails, calls, meetings and other communications. “While structured data has long been the foundation of CRM, unstructured data—like conversations—holds the key to deeper insights into customer sentiment, behavior,…
Martech practitioners operate at the intersection of marketing and technology. As such, they can be placed at different places on an organizational chart. Where they are in the organization affects their responsibilities and the associated martech job description. Understanding this also helps with martech team formation. Where martech fits in the organization As a martech…
Many marketers are familiar with using generative AI for its content-creation capabilities, but AI presents opportunities to help marketers natively within applications they use in their martech stack every day. Beyond generative AI, opportunities await marketers with machine learning and other forms of AI. What keeps many organizations from moving forward with these initiatives are…
Getting swept up in the hype of shiny new tools is easy. From AI-powered analytics to the latest customer data platforms (CDPs) and composable digital experience platforms (DXPs), there’s always something newer, flashier and supposedly game-changing on the market. If those tools aren’t driving real, measurable results, they’re not helping — they’re just draining your…
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….
Previously, I listed six core competencies for marketers working with marketing, including: generalized system understanding, tool management, architecture vision, capability assessment and tool procurement. This article covers the last core competency, organization management and what it means. Understanding organization management Organization management in martech involves building and maintaining a team capable of supporting the current…
Best of the MarTechBot showcases the MarTechBot’s responses to prompts submitted by readers. See more about how marketers are using MarTechBot here. The language model is based on content from MarTech embedded on top of ChatGPT. The editors of MarTech selected this response for its usefulness and have supplemented it with additional relevant content. I am the first generative…
Customers have high and constantly evolving expectations for their experience with your brand. As brands work to build stronger connections and increase engagement, technology plays a key role in supporting these efforts. However, it’s important to remember that the customer experience is driven by emotions, feelings and perceptions — technology simply facilitates and enhances that…
Marketing technology budgets have declined by 18% over the past six years, with Gartner reporting a radical reprioritization of resources this year. Martech budgets experienced the steepest cuts, reflecting a shift in control from CMOs to other enterprise leaders like IT and CFOs. This highlights a deeper issue: a lack of trust in martech’s value….