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It seemed reasonable when agencies began pushing the idea that websites needed full redesigns every three years: browsers had limits, mobile required new builds and performance demanded new architectures. CMOs started budgeting for the next refresh the day a site launched, treating disruption as the cost of staying current. Agencies profited and new CMOs always […]
The martech refresh cycle is a myth Read More »
The web has never been louder. Generative AI floods inboxes and feeds with words, images and videos that blur the line between real and artificial. By 2026, Gartner projects that more than 80% of enterprise software will have AI built in — whether or not organizations are ready. For buyers, this surge creates confusion, not
In an age of AI excess, trust becomes the real differentiator Read More »
Your martech vendor selection process starts with analyst reports, doesn’t it? You pull up those comprehensive evaluations, scan the vendor rankings and shortlist enterprise platforms with impressive feature matrices. It feels responsible and looks professional. Big-name brands get quick nods, but you’re the one who has to live with the call. That process often misses
Why vendor agility often trumps analyst rankings Read More »
Old-school marketers know the four Ps: product, price, place and promotion. Over the years, they’ve been stretched, expanded and reinterpreted. But AI isn’t just another reason to add more Ps. It’s reshaping the originals so thoroughly that they’re barely recognizable. Let’s reimagine the four Ps for the AI era — showing how each is collapsing,
The 4 Ps of marketing, reimagined for the AI era Read More »
There’s a tendency in marketing to solve every problem by doing more. Add another channel, spin up a new campaign, test five variations, hop into another meeting, spin up five more dashboards. Before long, you’re not prioritizing, you’re just reacting. I’ve been there more times than I’d like to admit. But a while back, I
Why every marketer needs a ‘do-not-do’ list Read More »
For decades, the request for proposal (RFP) has been the default model for selecting technology vendors — a structured way to define requirements, score responses and declare winners. That approach worked when the goal was to purchase commodities like hardware, software or infrastructure. But in martech and in-house creative operations, the RFP is proving increasingly
Why pilots, not RFPs, define the future of martech selection Read More »
Entry-level roles are drying up because of AI automation and budget cuts. This is particularly true for marketing, where AI’s capacity to do grunt work has organizations considering eliminating entry-level positions. However, doing that puts the future talent pipeline at risk. According to the New York Federal Reserve, unemployment among recent college graduates (ages 22–27)
AI threatens entry-level marketing jobs—and the future talent pipeline Read More »
Most leaders try to solve retention and churn by diving deeper into the data. But numbers alone won’t give you the answers. You must get out of the office and into conversations with your customers to find the true drivers. I remember staring at the spreadsheet for what felt like hours. An eight-figure tech company
Spreadsheets can’t explain churn — but your customers can Read More »
As B2B marketers, we’ve spent the last decades optimizing channels, refining nurture streams and automating campaigns. But something’s shifted in this new AI-powered GTM world. Growth is no longer just a distribution game. It’s a product game. The most effective marketing teams today don’t just run campaigns. They operate more like product managers than traditional
Think like a product manager, grow like a CMO Read More »
Marketers rarely share A/B test results. With AI, that’s becoming a bigger problem — and opportunity. AI can deliver significant wins, but it can also stumble in ways that hurt campaigns and brands. Most of what we learn stays hidden inside individual campaigns, leading to duplicated effort, repeated mistakes and slower progress. It’s time to
Sharing AI wins and fails will save marketers from repeating mistakes Read More »