🎛️ Bad data claims another marketing strategy

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Plus, LLMs and AI Overviews may be driving home page traffic, advice for user-generated content and more.

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May 27, 2025

Bad data can do a number on your marketing. Bad email addresses can sink your email marketing strategy. Bad purchase histories can ruin personalized shopping experiences. And bad data can also sink your ABM strategy.

Today in MarTech, contributor Ruth Stevens examines what’s working and not working in account-based marketing and finds that data is once again a major problem.

Put simply, “What’s not working is data accuracy and completeness.”

Mike Pastore
Editorial Director

B2B marketing

If your B2B content is failing, it’s time to get real

Here’s why authentic, strategic user-generated content outperforms polished corporate messaging.

Account-based marketing (ABM)

ABM isn’t the B2B salvation we were promised

Account-based marketing's promise of sales and marketing unity got lost in tools and tech. Here’s how to reclaim its strategic potential.

MarTechCharts

Revenue teams lack trust in AI

There's no shortage of AI use among revenue teams. The problem is they don't trust it.

Marketing artificial intelligence (AI)

5 ways marketers are actually using AI to get more done

This guide covers five grounded, real-world ways marketers are using AI right now to improve efficiency without sacrificing quality.

Search marketing

LLMs, AI Overviews may be quietly driving homepage traffic

Sitewide clicks are down, but clicks to homepages are up 10.7%. Your homepages may become even more valuable in AI search experiences.

Email marketing

Why your emails still miss the inbox even if you’re ‘in compliance’

Think meeting authentication requirements is enough? Here’s what most senders miss and how to fix it to boost deliverability and engagement.

Agencies

When clients ask "Did it work?"—here’s your answer

The Cross-platform Measurement in 2025 How-to-Guide helps agencies turn campaign metrics into client-ready insights. Prove brand impact with insights clients understand and value.

Marketing artificial intelligence (AI)

7 tips for getting started with AI agents and automations

AI-powered automation doesn’t have to be overwhelming. Here are actionable tips to start small and scale thoughtfully.

Tools and Resources

See what your competitors know that you don’t with the Competitor Analysis Tool!

Tired of guessing what’s working in SEO? The Competitor Analysis Tool gives you a behind-the-scenes look at who’s ranking—and why.

Smart move: Zero in on the keywords your competitors rank for but you don’t. That’s where the real opportunity is.

No guesswork. Just insights you can act on.

Give it a spin—free to try.

What else we're reading

Good reads and conversations to help good marketers get better.

What’s your marketing hill to die on? Can better marketing find a younger audience for baseball? Welcome to the strange new world of SEO attribution The Unofficial LinkedIn Algorithm Guide for Marketers Have a HubSpot renewal experience you want to share? If branding is the butter, what’s the toast?

MarTech research

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

NEW! Get the 2025 State of Your Stack Survey report by downloading the PDF, flipping through a carousel, listening to a discussion of the results or watching the keynote session from the Spring 2025 MarTech Conference — all without registration.

MarTech Intelligence Reports are in-depth, independent and indispensable. They’re designed to help marketers navigate the martech landscape with questions to ask during the buying process, vendor profiles and more.

Download your Intelligence Report today:

NEW: Generative AI for Content Creation B2B Data Enrichment and Hygiene Email Marketing Platforms Identity Resolution Platforms Marketing Work Management Platforms Marketing Automation Platforms Customer Data Platforms. Call Analytics and Conversational Intelligence

What they're saying

“Although not as polished with green screens and voice-over actors, UGC adds authenticity and credibility from a third party with no vested interest in talking about your company. In my experience, our highest performing social media posts (yes, even on LinkedIn) were UGC content, behind the scenes, “day in the life,” and even funny, silly, blooper reels.” – Dan Harris in If your B2B content is failing, it’s time to get real “The biggest problem is that CMOs want to use ABM, but they don’t implement it at a strategic level. They rely on technology too much without implementing the change management necessary.” Scott Stedman in ABM isn’t the B2B salvation we were promised