Marketing Tech
B2B and enterprise marketing technology: content, UGC, video, AI, automation, SEO/GEO, and the money moving the category.
First-party data is moving to the center of the martech stack as third-party signals fade
With third-party cookies deprecated and privacy rules tightening, the data B2B teams collect directly has become the durable foundation for targeting, personalization, and AI.
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As AI decides who gets cited, B2B teams are shifting budget to expert-sourced video
Credibility signals now drive both buyer trust and AI citations. That is pushing B2B marketers away from polished brand set pieces and toward content sourced from the people who do the work.
Marketing platforms are racing to become AI systems that act, not just store data
From Salesforce's "agentic enterprise" push to a wave of AI features across CRM and automation tools, martech is shifting from software that records activity to software that decides the next move.
AI answer engines are pulling B2B research off the search results page
Buyers are asking ChatGPT, Gemini, and Google's AI Overviews before they reach a vendor site. The shift is forcing B2B marketing teams to optimize for citations, not just rankings.
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