MQLs mislead marketing, misalign sales and fail to drive revenue. Here’s why GTM teams must move to causal AI and revenue-centric metrics. Mark Stouse on March 3, 2025 For decades, the marketing qualified lead (MQL) has been the centerpiece of B2B go-to-market (GTM) strategies. It has shaped how marketing teams operate, how sales teams … Continue reading Why the MQL model is failing B2B marketing and what to use instead
Executives fear risk, but you can make your ideas feel like the safest bet in the room. Here’s how. Eric Dates on February 25, 2025 Stop me if this sounds familiar. You craft a marketing strategy that checks all the boxes: Bold, data-driven and designed to actually achieve the crazy results the broader executive … Continue reading How to bulletproof your marketing pitches
AI bots are corrupting marketing data — from fake survey responses to misleading email engagement. Here’s how to detect and prevent them. Scott Gillum on February 25, 2025 AI bots are corrupting marketing data, from fake survey responses to misleading email engagement. As they become more sophisticated, they’re harder to detect — skewing research … Continue reading How to protect your marketing survey against AI bot attacks
If you’re a marketer up to the task of learning it, R is useful for statistical computing and data analysis. MarTechBot on February 24, 2025 In MarTech’s “MarTechBot explains it all” feature, we pose a question about marketing to our very own MarTechBot, which is trained on the MarTech website archives and has access to … Continue reading What is the R programming language, and how is it used in marketing?
MMM’s diverse applications — from budget to media optimization — make it a critical tool for proving and improving marketing performance. David Walters on February 21, 2025 This article was co-authored by Matt Wakeman, Weicong Zhao and Joseph Enever, analysts in the Gartner Marketing Practice, covering marketing data and analytics. Marketing leaders have long … Continue reading Unlocking the power of marketing mix modeling solutions
B2B buying isn’t a solo act. See how understanding group dynamics can make your marketing more precise and effective. Mike Maynard on February 20, 2025 Marketing to a single lead in B2B is like pitching to one person in a boardroom and ignoring everyone else. It doesn’t work. Groups, not individuals, make buying decisions. … Continue reading Why buying-group marketing beats ABM every time
AI-powered insights help you make data-driven decisions instantly, rather than waiting on analysis. Not only do you work faster, you work smarter. Greg Kihlstrom on February 19, 2025 What if anyone on your marketing team — whether they’re an analyst, a campaign manager or even an intern — could simply ask a question about … Continue reading How AI makes marketing data more accessible and actionable
With advertisers and users back on the platform, TikTok is still an essential tool marketers. Updated with details on the new TikTok One feature. Constantine von Hoffman on March 4, 2025 TikTok is mainly seen as a prime venue for Gen Z to share dance crazes, which can be perfect for B2C marketers. However, … Continue reading B2B marketing on TikTok: What you need to know
Strategic pivot or performative allyship? Unpack the implications of scaling back DEI initiatives on corporate values and public trust. Jay Mandel on February 14, 2025 Target’s decision to scale back its diversity, equity and inclusion (DEI) initiatives — including its flagship “Belonging at the Bullseye” program — feels like the ultimate irony. A company … Continue reading Target’s DEI retreat: Inclusivity was never more than a marketing stunt
Content, data, ads and more — see where genAI is innovating marketing and where it’s struggling to make an impact. Frans Riemersma on February 13, 2025 As genAI adoption accelerates, organizations must go beyond the hype to determine which use cases deliver real value. To provide clarity, we at MartechTribe surveyed 283 marketing professionals … Continue reading The top 50 genAI use cases in marketing
