Category: Articles

For many enterprise marketing leaders, the reality on the ground feels less like a revolution and more like a series of expensive science fairs. Ambitious projects, meant to redefine the customer experience, often stall out in the pilot phase, never to see the light of day. The graveyard of…

In a digital-first world where speed and efficiency often take center stage, the real opportunity for brand loyalty isn’t in making things faster. It’s in making them feel different. That’s where small, unexpected moments come in—the kind of gestures that aren’t scripted, but still say, “We see you.”

The more profound, and frankly more interesting, shift is not in using AI to make ads, but in learning how to advertise within AI itself—specifically, within the conversational interfaces that are rapidly becoming the new front door to the internet for millions. This is uncharted territory, a frontier where…

AI can generate and optimize ads at scale, but human strategy, brand guidance, and emotional insight remain essential to ensure campaigns connect and perform.

Personalization is what you infer. Customization is what customers choose. If you want durable engagement, treat preferences as a first-class product surface, not a settings page nobody trusts.

### **Breaking the Convention of B2B** The first step in standing out is recognizing the homogeneity of the landscape. For monday.com, this process began with a candid audit of their own work and that of their competitors. The realization was clear: a logical, rational thread connected nearly everything, creating…

he verdict is in: the campaign-centric, siloed approach to marketing is a strategic dead end. In its place, a new paradigm is emerging—one built on continuous, bi-directional, and adaptive conversations. This isn’t about simply adding a new channel or a chatbot to a landing page. It’s a fundamental rewiring…

For any enterprise marketing leader, the last few years have felt like a relentless stress test. Economic headwinds, from tariffs to inflation and supply chain snarls, have put unprecedented pressure on the P&L. The traditional playbook in these situations is well-worn and, frankly, uninspired. It presents a binary choice:…

This article was written by Greg Kihlström for MarTech. Salesforce data shows where AI agents drove growth, conversion and efficiency during the holidays — and what marketers should do next.

Agentic AI in marketing is not about “more content with fewer people,” but about how fast you can respond, how relevant you can be, and how safely you can operate across your most important domains. The meaningful frame for executives is simple: focus on a small, governed portfolio of…