Mar 19, 2025

Five years ago, a friend told me that the 2020s would be known to history as the Roaring WTFs. He nailed it. We’re all punch-drunk from being hit with so many changes – with no end in sight.

Mark Stouse takes a hard, data-driven look at the changes AI is making to B2B GTM and what’s ahead. Warning: You might not like what he sees coming. Find out what it is and adjust accordingly, or you’re likely going to be out of a job.

Get the information you need to make those adjustments at the MarTech Conference, our free, online confab about how to do better marketing. It kicks off a week from today. See the agenda here and get your free pass.

Constantine von Hoffman
Managing Editor

B2B marketing

The hard truth about what AI will do to GTM

Forget persuasion. AI is changing the rules of B2B GTM, putting buyers in the driver’s seat. Find out how to adapt — or risk irrelevance.

B2B marketing

B2B marketing on TikTok: What you need to know

Users continue to flock to TikTok, so far unconcerned about the platform's availability in the U.S. Updated with details about the huge drop in CPM.

Call analytics

10 features and capabilities you need in a call analytics platform

Don't give up on the phone as a channel until you see how call analytics platforms can transform your marketing.

Agencies

What consumers want in 2025 — Is your agency ready?

Clients count on you to stay ahead of what’s next — and in 2025, it’s no longer just about price and product. Consumers are demanding more: sustainability, authenticity, personalization, and trust.

B2B marketing

How B2B marketing is becoming a strategic growth driver

Marketer-presenting-performance-report-to-colleagues

From brand storytelling to demand gen, data is the common thread. See how AI and analytics are unifying all aspects of B2B tech marketing.

Content marketing

The 3 pillars of real thought leadership

Megaphone-with-message-and-quote-symbols

Real thought leaders don’t chase engagement — they create value. Here’s how to create content that actually matters.

Email marketing

Email’s not dead — it’s your agency’s growth engine

How-to-create-high-performing-email-campaigns

Your clients may be chasing the next big thing — but smart agencies know email still delivers. Discover how your agency can turn email into a high-impact, data-driven growth engine.

B2B marketing

Why the MQL model is failing B2B marketing and what to use instead

MQLs mislead marketing, misalign sales and fail to drive revenue. Here's why GTM teams must move to causal AI and revenue-centric metrics.

Free online event

[Next week] What if one idea could transform your marketing?

Listen in on eye-opening discussions about GTM, ABM, influencer marketing, 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.

Today in LinkedIn drama, corporate espionage and the spy who locked himself in a bathroom.
CMOs feeling more besieged than usual
It’s not just you: AI slop has broken the internet’s algorithms
Site’s traffic skyrockets after dumping WordPress and ad trackers. There’s just one little problem.
Why you still can’t measure brand strength in AI
Anonymous website visitor ID products suck

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.
NEW! Get in-depth profiles of the top players in the marketing project and work management space. Download the MarTech Intelligence Report on Marketing Work Management platforms.

What they're saying

“For decades, B2B GTM strategies relied on persuasion-based marketing and sales motions — lead generation, content marketing, consultative sales and vendor-led buyer enablement. But by 2028, most of these disciplines will be unrecognizable — or obsolete.” – Mark Stouse in The hard truth about what AI will do to GTM.
“In times of inflation, gut feelings won’t cut it. Data-driven decisions are key. Instead of focusing solely on top-of-funnel awareness metrics, consider indicators like sales-accepted opportunities, proposal-to-close ratios and account expansion rates.” – Shama Hyder in How to inflation-proof your marketing in 2025.

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