Your marketing automation contract is approaching renewal. The platform is familiar, your campaigns are running, and your team knows how to use it (or at least how to work around its limitations). So, do you renew it? It’s a deceptively simple question. Staying with your current platform might seem like the easiest option. Switching means evaluating vendors, migrating data, rebuilding workflows, and training your team. And if your existing system is technically doing its job, it can be difficult to justify the disruption. But a marketing automation platform that still […]
Marketing automation has a way of growing more complicated without anyone noticing. A welcome series becomes a multi-step nurture campaign. New audience segments are added. CRM fields change. Someone builds a workflow for a specific promotion, and two years later, it’s still running in the background. Individually, these changes might seem minor. Together, they can create outdated messaging, disconnected data, overlapping campaigns, and missed opportunities. As you prepare your marketing strategy for 2027, it’s worth asking: Is your marketing automation still working as effectively as it should? A marketing automation […]
When a major marketing technology acquisition makes headlines, the announcement usually centers on what the combined companies could build. For the marketing teams using those platforms, the questions are more immediate: Will this affect our tools? Should we reconsider an upcoming renewal? Could it change what we need to budget or manage? On October 20, 2026, Salesforce announced a definitive agreement to acquire Braze for approximately $5.66 billion in enterprise value. Salesforce expects the transaction to close during its fiscal 2028, subject to shareholder and regulatory approvals. The proposed acquisition […]
Your lead nurture campaign is running. Emails are going out. People are opening them. Some are even clicking. But leads aren’t moving forward. When that happens, it’s tempting to start tweaking subject lines, rewriting emails, or changing the send cadence. Those things can matter, but a nurture campaign that isn’t converting often has a bigger problem. The audience may be wrong. The content may not match where leads are in the buying process. The workflow may ignore signs of changing intent. Or you may be measuring email engagement without looking at whether the nurture is actually doing what it […]
Automation makes marketing more scalable, more personalized, and more efficient. It also makes mistakes significantly more expensive. A broken workflow does not just affect one send. It can impact thousands of contacts before anyone notices it. The wrong audience segment, a failed merge field, or a broken trigger path can quickly turn into deliverability issues, subscriber complaints, or lost trust. That is why QA matters. Strong automated campaigns are not built on strategy alone. They rely on repeatable quality assurance processes that help teams catch issues before campaigns go live. Here is a […]
