MarTech and the business of demand
MarTech Diet
Everything the desks have filed, newest first - across all ten briefs, in one place.
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
Learn which marketing tasks AI agents can safely run unsupervised, where human oversight remains essential, and how to set reliable guardrails.
Explore the ABM platform landscape by what tools actually do, from account identification and intent data to engagement and measurement.
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.
