What if marketers and martech roles were Christmas characters? From Santa to the elves, each has a part to play in creating something wonderful, just like every tool, role, and bit of tech in a modern marketing ecosystem. Let’s unwrap the idea …

For anyone working in marketing technology, automation has become an essential tool. But there is a risk: when everything is automated, the human connection, i.e. the creativity, the instinct, the genuine conversation, can begin to fade.

The average B2B buyer consumes at least five pieces of content before talking to a salesperson and generally engages with marketing...