AI powered martech is not only beneficial in driving marketing outcomes and scaling marketing processes, but also enables better team alignment allowing all customer-facing departments to stay on the same page.

Find out more from this week’s martech highlights by MarTech Series:

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Marketing and Marketing Tech Quote-of-the-Week!

With AI, it’s easy to get caught up in the next big tool, but the real question isn’t how to use AI—it’s why. The best marketing teams don’t chase technology for its own sake; they start with a business challenge and apply AI where it delivers a real, measurable advantage. AI only creates value when it’s aligned with strategic objectives.

The key to making AI work isn’t just the technology—it’s the data that fuels it. Differentiated outcomes require differentiated data. If marketers rely on the same generic, commoditized data sources as everyone else, they’ll get the same results as everyone else. The real competitive edge comes from proprietary insights, unique customer signals, and rich contextual data that train AI to drive smarter decisions, not just faster ones.

–Aaron Kechley, CEO @ Zappi

Top MarTech News of The Week – 14^th April to 18^th April 2025

• Sprout Social Propels Brands into a New Era of Influence with AI-Powered Innovations to its Influencer Marketing Platform
• Azerion Acquires Advanced Contextual to Pair Curation with Contextual Targeting Capabilities
• ActiveCampaign Acquires WhatsApp Automation Platform Hilos to Give Businesses Complete Control of Cross-Channel Marketing
• Allegrow Secures $1 Million in Funding to Revolutionize Email Deliverability for B2B Companies
• CleverTap Acquires rehook.ai to Strengthen AI-Driven Promotions and Customer Retention Capabilities
• Data Axle Expands Partnership with Overseas Adventure Travel to Drive Customer Acquisition

Top MarTech Articles on Loyalty Programs, CTV Advertising, Data Best Practices in MarTech and more!

• Adding Color to the Conversation: How QR Codes Are Breaking Out of Their Black and White Box
• Disrupting Coalition Loyalty Programs: Three Principles Brands Should Consider
• How Not to Measure CTV Advertising
• Martech Data Dilemma: From Data Overload to Actionable Insights – Making Martech Work for You, Not Against You
• Dynamic Creative Optimization (DCO) in Martech: Personalizing Ads for Every Single Consumer in Real-Time
• Understanding What a B2B Marketing Manager Does: A Quick Breakdown of the Role

MarTech Q&A of The Week

You need a shared foundation — one source of truth that ensures everyone is looking at the same data. Too often, marketing is tracking one set of data, sales is looking at another, and customer success has yet another. If those insights aren’t connected, it’s impossible to create a seamless experience for customers.

Then, it’s about clarity and SLAs. Every team needs to know when and how they should use that data to engage prospect and customer accounts. That means defining the right moments for marketing to drive awareness and when sales should step in. If there’s ambiguity about those handoffs, opportunities slip through the cracks.

AI and automation also play a big role in helping teams stay aligned and on the same page. AI can surface the right signals so sales knows exactly when to reach out, rather than relying on gut feel or outdated lead scoring. The key is making sure those insights don’t just live in dashboards but are integrated into the team’s daily workflow.

– Saima Rashid, SVP, Marketing and Revenue Analytics @ 6sense

Missed The Latest Episode of The SalesStar Podcast? Have a quick listen here!

Episode 226: The Future of Mobile-first Ad Experiences with Kunal Nagpal, Chief Business Officer at InMobi Advertising

Episode 225: The Latest Trends in B2B Commerce: with Daniela Jurado, EVP, North America at VTEX

Episode 224: The Future of Al and Sales with Eilon Reshef, co-founder and Chief Product Officer at Gong