How to unlock the true potential of AI with adaptive structure
| When was the last time a single person made all the decisions about a big purchase at your company? The Stone Age? Never? So why is so much marketing focused on leads or entire accounts as a single unit? Mike Maynard explains why marketing to the buying group beats ABM every time. The MarTech Conference agenda is out! Look, and you will see we’ve got the top people speaking about the hottest marketing issues. In addition to worthwhile discussions, there are more opportunities to ask the experts questions yourself than ever before. Constantine von Hoffman
Managing Editor | | |
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| B2B marketing | | | B2B buying isn’t a solo act. See how understanding group dynamics can make your marketing more precise and effective. | | |
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| Marketing artificial intelligence (AI) | | | Move beyond scattered experiments and build an adaptive, AI-ready marketing organization. | | |
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| Digital advertising | | | Adobe’s new data clean room helps advertisers and publishers protect privacy while monetizing audiences. | | |
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| MarTech webinar | | | Personalization is what makes great marketing work—but with privacy laws tightening and third-party data fading, how do you keep delivering relevant experiences while staying compliant? | | |
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| Marketing management | | | Resource shortages are hurting campaigns, operations, martech adoption and more, according to a new CMO Council report. | | |
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| Marketing artificial intelligence (AI) | | | While vendors keep pushing agentic AI, reliability concerns keep customers pushing back. | | |
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| Google | | | Explore what Google’s decision to continue supporting third-party cookies in Chrome means for marketers. | | |
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| Marketing artificial intelligence (AI) | | | The powerful open-source AI from China is less expensive than ChatGPT and Gemini and just as good. Expect better and cheaper marketing tools soon. | | |
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| Free online event | | | Listen in on eye-opening discussions about GTM, ABM, influencer marketing, customer churn, and more — and add your voice to the conversation during live Q&A — all at MarTech, online March 25-26. Free registration, on-demand access, endless possibilities. See the agenda | | |
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What they're saying | | “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. So why is so much marketing focused on leads or entire accounts as a single unit?” Mike Maynard in Why buying-group marketing beats ABM every time. “The path to AI integration isn’t linear and never truly ends. To keep up, you must build the capability to evolve continuously, which requires a fundamental shift in your operations. As a marketing leader, you’re well-positioned to drive this shift. With experience adapting to changing consumer behavior and technology, your team can pioneer AI integration strategies that balance structure with flexibility.” Melissa Reeve in How to unlock the true potential of AI with adaptive structure. | | |
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