Plus, LLMs and AI Overviews may be driving home page traffic, advice for user-generated content and more.
| Bad data can do a number on your marketing. Bad email addresses can sink your email marketing strategy. Bad purchase histories can ruin personalized shopping experiences. And bad data can also sink your ABM strategy. Today in MarTech, contributor Ruth Stevens examines whatās working and not working in account-based marketing and finds that data is once again a major problem. Put simply, āWhatās not working is data accuracy and completeness.ā Mike Pastore
Editorial Director | | |
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| B2B marketing | | | Hereās why authentic, strategic user-generated content outperforms polished corporate messaging. | | |
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| Account-based marketing (ABM) | | | Account-based marketing's promise of sales and marketing unity got lost in tools and tech. Hereās how to reclaim its strategic potential. | | |
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| MarTechCharts | | | There's no shortage of AI use among revenue teams. The problem is they don't trust it. | | |
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| Marketing artificial intelligence (AI) | | | This guide covers five grounded, real-world ways marketers are using AI right now to improve efficiency without sacrificing quality. | | |
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| Search marketing | | | Sitewide clicks are down, but clicks to homepages are up 10.7%. Your homepages may become even more valuable in AI search experiences. | | |
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| Email marketing | | | Think meeting authentication requirements is enough? Hereās what most senders miss and how to fix it to boost deliverability and engagement. | | |
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| Agencies | | | The Cross-platform Measurement in 2025 How-to-Guide helps agencies turn campaign metrics into client-ready insights. Prove brand impact with insights clients understand and value. | | |
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| Marketing artificial intelligence (AI) | | | AI-powered automation doesnāt have to be overwhelming. Here are actionable tips to start small and scale thoughtfully. | | |
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| Tools and Resources | | | Tired of guessing whatās working in SEO? The Competitor Analysis Tool gives you a behind-the-scenes look at whoās rankingāand why. Smart move: Zero in on the keywords your competitors rank for but you donāt. Thatās where the real opportunity is. No guesswork. Just insights you can act on. Give it a spināfree to try. | | |
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What they're saying | | āAlthough not as polished with green screens and voice-over actors, UGC adds authenticity and credibility from a third party with no vested interest in talking about your company. In my experience, our highest performing social media posts (yes, even on LinkedIn) were UGC content, behind the scenes, āday in the life,ā and even funny, silly, blooper reels.ā ā Dan Harris in If your B2B content is failing, itās time to get real āThe biggest problem is that CMOs want to use ABM, but they donāt implement it at a strategic level. They rely on technology too much without implementing the change management necessary.ā Scott Stedman in ABM isnāt the B2B salvation we were promised | | |
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