Browsing: Marketers

For B2B marketers, the challenge may no longer be convincing the organization that creativity matters. It’s proving what that creativity does for the business.

It’s the time of year again. Regardless of the weather you’re experiencing, the Winter 2027 Salesforce release is upon us. We reviewed the updates, whose details became available last month, and identified the 10 most impactful for Salesforce users.

As 80% of U.S. ad spending is expected to flow through AI-powered platforms by 2028, marketers must work harder to preserve their autonomy.

Marketing has always had a measurement gap. Dark social, word-of-mouth, a podcast mention that sparks a wave of branded search—none of these show up cleanly in a dashboard. Teams have always learned to adapt with incomplete data, fill in the gaps with proxies, and make do. Generative Engine Optimization (GEO) attribution feels familiar, but with…

This is an excerpt from our Modern Retail+ Research report “The marketers’ 2026 guide to a shifting CTV landscape, including YouTube, Peacock and Roku,” which analyzes the ad-supported streaming landscape and its role in marketers’ playbooks. The report is based on a survey of 125 brand and agency professionals, as well as individual interviews with…

The marketing teams gaining ground in international markets are not necessarily increasing their budgets. They are allocating resources with greater precision, and much of that precision now comes from AI marketing tools integrated into campaign planning, audience targeting, and performance analysis. This shift is particularly significant for exporters, manufacturers, and B2B sellers operating on Alibaba.com,…

Claims involving unlicensed music, videos, and other copyrighted content are becoming one of the fastest-growing intellectual property (IP) infringement exposures. Here’s what organizations can do to reduce risk and strengthen their position with underwriters.

Black Friday and Cyber Monday represent one of the biggest opportunities—and one of the greatest operational tests—for ecommerce and retail brands. In 2024, U.S. online spending on Black Friday reached $10.8 billion, while global Cyber Week spending totaled $315 billion. With this level of demand concentrated into a short period, even small weaknesses in tracking,…

Marketing teams are giving AI more authority over campaigns while feeding it CRM data they know isn’t ready for the job.

You can see the input, the model version, the retrieved context, the policy check, the tool call, the approval state, and the final action. The record is complete. Every layer that was supposed to log something logged something. It proves, beyond dispute, that your AI did exactly the wrong thing — in an email that…