For the last couple of years, most conversations about AI in marketing have revolved around content generation: writing emails, creating images, summarizing meetings or producing social posts. That is now changing. AI is beginning to move deeper into the marketing technology stack and into the day-to-day work of Marketing Operations. A recent practitioner session on…
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Marketing teams have more technology than ever: CRM, marketing automation, intent platforms, enrichment tools, ABM platforms, analytics, AI assistants and more. Each promises greater productivity. But Marketing Operations teams should ask a more important question: how much work has the stack actually eliminated? That question is at the heart of a recent MarTech article, “Is…
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AI generated content is becoming easier to create. The next challenge is going to be knowing where it came from, what happened to it before publication, and who ultimately takes responsibility for it. Anthropic has now taken a significant step in that direction. The company has signed the EU AI Act Article 50(2) Code of…
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For years, marketing teams have relied on a familiar set of signals to understand whether their programs are working. Website traffic, campaign clicks, form fills, conversion rates, and source attribution have all played a central role in how marketing performance is measured. AI is beginning to challenge that model. A growing share of buyer discovery…
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Email collection is one of the most important—and surprisingly fragile—moments in a digital customer journey. Whether someone is registering for a webinar, downloading content, subscribing to a newsletter, creating an account, or requesting a product demo, the email address often becomes the primary identifier connecting that person to the rest of the marketing and revenue…
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In a recent article on MarTech, Constantine von Hoffman, Senior Editor at MarTech, writes that HubSpot’s acquisition of Warmly shows how CRM platforms are evolving “from customer databases into AI systems that identify buying intent and take action.” That line captures the shift Marketing Operations professionals need to pay close attention to. For years, CRM…
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Susan Ferrari’s recent Martech article (link shared below) talks about a benchmark in the AI world called Humanity’s Last Exam. It was designed to be nearly impossible for AI models. When it launched in early 2025, the best models could barely scratch it. Eighteen months later, the leading model clears more than half of it.…
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Moni Oloyede’s recent MarTech article, “When AI runs the workflows, what happens to MOps?”, raises a very relevant question for every marketing operations team today. If AI can increasingly manage workflows, lead scoring, enrichment, orchestration, and even parts of CRM hygiene, what happens to the people who have traditionally owned all of this? It is…
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For many B2B marketing teams, lead scoring started as a simple promise: give sales a clearer way to prioritize follow-up. Over time, however, that promise has become harder to keep. As databases grow, buying journeys become more complex, product usage becomes part of the demand signal, and sales teams ask for more explainability, traditional lead…
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A recent conversation among marketing operations practitioners captured something many teams are quietly discovering. A marketer had a set of HubSpot marketing emails already written in a document. The ask was simple: take the approved copy, header banner, and formatting direction, and turn them into HubSpot marketing emails. An AI browser assistant was used to…
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