Data is the foundation of online marketing campaigns and determines how efficiently marketing budgets can be used. However, many companies struggle to assess the actual quality of their data. Are the numbers accurate and reliable? Are the right and relevant user interactions being measured? Is the data being used correctly …
TL;DR: AI is not one thing in B2B marketing. Different forms matter in different places: analytics-driven AI helps spot early demand signals, generative AI supports structure and synthesis (not raw content output), and agentic AI systems help orchestrate timing and focus across journeys and outreach. This article clarifies where each …
More conversions at the same cost? This is what Google promises with AI Max. After initial tests with several accounts, the results are mixed: In about one quarter of our test accounts, AI Max delivers clear performance improvements. In the remaining three quarters, however, results fell short of traditional campaigns …
Generative Engine Optimization (GEO) is becoming an important new layer in online visibility. While SEO has helped brands show up in search results for years, GEO focuses on making your brand visible inside AI-generated answers — the summaries, recommendations, and responses produced by tools like ChatGPT, Google AI Overviews, and …
People don’t click ads just because you want them to. They click when the moment feels right. In a world where attention is the new currency, precision in targeting can make or break a campaign. Programmatic advertising helps bring order to this complexity. By combining data, technology, and creativity, it …
On October 13, 2025, Google opened another chapter in its AI-first strategy. With the new update, paid search ads can now be grouped and hidden under “Sponsored Results” with a single click on the search results page. Officially, the change is about transparency and user-friendliness. In reality, however, the update …
“AI-powered.” “Create effortlessly with generative AI.” “Chat with our AI assistant.” Artificial intelligence is everywhere — and marketing is no exception. But beyond the buzzwords, how exactly is this AI revolution reshaping one of marketers’ most powerful optimization tools: A/B testing? If you need a refresher on the fundamentals, our …
Ever heard of Google’s First-Party Mode, but not sure what it actually does? You’re not alone. With third-party cookies disappearing, tracking gets blocked, audiences shrink, and reports lose accuracy. Learn more in our MarTech Bite: Fazit: First-Party Mode helps keep your tracking future-proof, your data cleaner, and your …
Are you importing conversions from GA4 into Google Ads?Then your ROAS might look lower than it actually is. The reason: GA4 often reports fewer conversions compared to a native Google Ads setup. When data is imported, attribution models and algorithms don’t fully align. The result: fewer reported conversions, a weaker …
Ever heard of Server-Side Tracking, but not really sure what it actually is? You’re not alone. Most marketers still rely on client-side tracking. The problem? Browsers, ad blockers, and consent choices can easily block it. The result: missing data and reports you can’t fully trust. That’s where Server-Side Tracking comes …
Introduction: why one channel is no longer enough B2B buyers are harder to reach than ever. Their inboxes are crowded, LinkedIn is full of connection requests, and cold calls often go unanswered. With so much noise, relying on just one channel is rarely effective. That’s where multichannel outreach comes in. …
Spending more on Google Ads doesn’t guarantee better results, but better tracking often does. If your tracking is off, your campaigns are flying blind. You can’t optimize what you can’t see and that’s money down the drain. In our new Martech Bite, we share 3 ways better tracking improves your …
