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Marketing is built on trust — trust in brands, in agencies and in the quality of the data that guides decisions. AI now promises unprecedented targeting, optimization and efficiency. However, without transparency, it can just as easily undermine that trust, leading to costly missteps and eroded confidence. The cautionary tale of Zillow’s iBuying collapse in […]
The secret to getting your marketing team to use AI Read More »
Generative engine optimization (GEO) is quickly becoming essential for brands that want to stay visible in an AI-driven world. It’s the practice of optimizing your content so tools like ChatGPT, Gemini and Perplexity can surface it. The good news? If you already have a solid SEO strategy, you’re off to a strong start. GEO builds
How to turn SEO wins into GEO dominance Read More »
AI is changing how people discover and navigate websites. Visitors arrive from chatbots, generative answer boxes and virtual assistants instead of traditional search — but GA4 buries most of this traffic under “Organic Search” or “Referral.” That makes it impossible to see AI’s impact on discovery, engagement and conversion. Creating a dedicated AI channel exposes
Why it’s time to treat AI referrals as their own channel in GA4 Read More »
For a while, prompt engineering felt like strategy. Craft the perfect input, unlock perfect output. Add a few tokens here, adjust tone there and suddenly your chatbot sounds like a senior marketer. A productivity revolution. A creative partner. Maybe even a competitive edge. But it wasn’t. It was a placeholder—an interface trick for extracting meaning
Prompt engineering is dead. Long live context engineering! Read More »
Creative teams craft the story, and analytics teams chase the signal. Too often, they run in parallel — aligned in intent but disconnected in execution. What’s been missing is a shared language between emotion and evidence, brand expression and business outcome. Thanks to advances in AI, that language is finally emerging — making it possible
Closing the gap between creative and marketing performance Read More »
Let’s be clear – this is our choice. We can be proactive and take some risks, or not. This is the big bang theory: BANG. AI promises untold, unimaginable increases in efficiency BANG. All eyes and money turn to AI with profound optimism BANG. AI introduces us to its agentic minions (who never sleep or
AI’s big bang effect means marketing must evolve or die Read More »
Monday’s stand-up starts with a mystery: our dream prospect — an enterprise logo we’d flagged as a high-fit target months ago — just signed with a competitor. No one recalls seeing them in HubSpot, no inbound signals, no SDR pings. By the afternoon Slack huddle, we’ve got answers. Perplexity, G2 and our BI dashboards confirm
Adapting your GTM to win the AI-driven buyer Read More »
For decades, the rule in data science was simple: clean your data or don’t bother. But that rule is starting to break. Thanks to recent advances in AI and language models, even the messiest, most neglected data sources are becoming valuable — and surprisingly easy to work with. The reign of clean data If you
Messy data is your secret weapon — if you know how to use it Read More »
Marketers face constant pressure to deliver measurable ROI, prove their value, and convert every possible lead. Even the strongest ad campaigns can cause leaks in the funnel when calls go unanswered or leads aren’t qualified quickly – leading to wasted budgets and missed opportunities that impact the growth of both agencies and the small businesses
3 ways to turn missed calls into conversions with AI Voice Assist by CallRail Read More »
Nearly two months after introducing a deep research connector for ChatGPT, HubSpot announced today a CRM connector for Anthropic’s Claude AI platform. HubSpot is building connectors to add customer context to large language models (LLMs). Marketers are increasingly comfortable with tools like ChatGPT and Claude, but it’s the data in the CRM that extends the
HubSpot adds another CRM connector, this time with Claude Read More »