MarTech and the business of demand
MarTech and the business of demand
Independent reporting and original research on the marketing technology stack - what shipped, what it costs, and whether it changes anything.
Explore the operating model behind effective B2B creator programmes, including creator selection, collaboration, governance, distribution, and measurement.
Learn how to count your martech stack accurately, identify overlapping tools, reduce unnecessary costs, and improve integration and performance.
Understand B2B consent management in plain terms, including how to collect, record, update, and respect marketing permissions responsibly
Everything else the desks have filed, newest first.
Discover how generative engine optimisation differs from traditional SEO and what has changed in content, authority, structure, and visibility.
Learn what first-party data means, how it is collected directly with consent, and why it differs from inferred, purchased, or third-party data.
Explore what makes a retail media network viable beyond retail, from first-party data and audience scale to advertiser demand, measurement, and trust.
Learn what turns a webinar programme into real sales pipeline, from audience targeting and engagement to lead qualification and timely follow-up.
Compare personalisation engines by the data they require, from basic behavioural signals to rich customer profiles, and choose the right approach.
Discover which demand generation benchmarks reveal pipeline quality, conversion and revenue-and which vanity metrics may distort marketing performance
Learn what modern marketing mix modelling requires, from clean data and skilled analysts to experimentation, governance, tools, and executive support.
Learn when consolidating five tools into one platform reduces costs, simplifies workflows, improves data quality, and strengthens business performance.
Learn how to assess an AI marketing tool with real trials, data accuracy, integrations, security, pricing, scalability, and measurable business value.
Ten desks, one stack. Follow the part of marketing technology you actually own.
Data, Privacy & Consent
First-party data strategy, cookie deprecation, consent management and clean rooms.
Understand B2B consent management in plain terms, including how to collect, record, update, and respect marketing permissions responsibly
Recurring series
Our recurring research series on what is actually moving B2B pipeline - built from original data, not vendor surveys.
Read the latest editionThe first edition is in production. Editions are tagged the-growth-signal in the newsroom and appear here automatically once published - nothing is shown in the meantime.
Every article here is researched and written by our editorial team. We do not republish press releases.
Our readers choose, integrate and defend marketing technology. We write for that job.
Coverage is not for sale. Sponsored content is always labelled as sponsored.
The most-read coverage across the desks over the last 30 days.
The weekly brief
Written by our editors, free to read.
What is in it
Seven operational problems, each mapped to the desk that covers it.
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