Feb 21, 2025

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

B2B marketing

Why buying-group marketing beats ABM every time

B2B buying isn’t a solo act. See how understanding group dynamics can make your marketing more precise and effective.

Marketing artificial intelligence (AI)

How to unlock the true potential of AI with adaptive structure

AI-integration-into-marketing-operations

Move beyond scattered experiments and build an adaptive, AI-ready marketing organization.

Digital advertising

Adobe looks to navigate privacy and advertising with Adobe Real-Time CDP Collaboration

Adobe’s new data clean room helps advertisers and publishers protect privacy while monetizing audiences.

MarTech webinar

First-party data: The key to smarter personalization

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?

Marketing management

CMOs say lack of resources is hurting growth opportunities

Resource shortages are hurting campaigns, operations, martech adoption and more, according to a new CMO Council report.

Martech: One idea can transform your marketing. See the agenda.

Marketing artificial intelligence (AI)

AI-powered martech news and releases: February 20

While vendors keep pushing agentic AI, reliability concerns keep customers pushing back.

Google

Chrome’s new path for privacy

Explore what Google’s decision to continue supporting third-party cookies in Chrome means for marketers.

Marketing artificial intelligence (AI)

What is DeepSeek? A boon for marketers and a threat to Big Tech

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.

Free online event

What if one idea could transform your marketing?

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

What else we're reading

Good reads and conversations to help good marketers get better.

Is LinkedIn turning into the new Facebook?
Want more productive workers? Treat them like grownups.
Want success with your sales team? There’s a Reddit thread for that.
Are you being paid fairly?
Lessons from a CEO who used to be a CMO.
Super Bowl ads give humans a win over AI

MarTech research

Surveys and research reports to make you a more-informed marketer

NEW! The 2025 MarTech Intelligence Report on Marketing Automation Platforms is here. Get an overview of the MAP market and profiles of 14 vendors.
NEW! Improve your understanding of the CDP market and get profiles of 21 vendors in the space. It’s the 2025 MarTech Intelligence Report on customer data platforms.
NEW! Check out our MarTech Intelligence Report on Call Analytics & Conversation Intelligence Platforms, featuring profiles of 11 vendors.
NEW! MarTech’s new buyers guide for identity resolution includes profiles of 11 identity resolution platform vendors, pricing information, capabilities comparisons and recommended steps for evaluating and purchasing.

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.

From Search Engine Land

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