Tech Marketing Trends

Martech Trends and Predictions 2025 - Scott Brinker

How is AI reshaping the martech landscape in 2025?

In this week’s episode of Tech Marketing Trends, we welcome back Scott Brinker, VP of Platform Ecosystem at HubSpot and Editor at ChiefMartec. He shares insights from his Martech for 2025 Report, where AI’s rapid evolution is reshaping the industry faster than ever. In this episode, we discuss:

• The explosion of AI-driven martech – Over 3,000 new AI-native products have emerged in just 18 months, dramatically altering the competitive landscape.
• The rise of AI automation and AI agents – AI-powered agents are streamlining workflows, integrating systems, and even making autonomous decisions.
• Data as a competitive advantage – Companies with strong data infrastructure and AI integration will gain a significant edge.
• Startups versus industry giants – While startups drive innovation, major players like Adobe, Salesforce, HubSpot, and Microsoft are leading the charge in AI adoption.

Tune in to explore how AI is transforming marketing, the key trends for 2025, and how marketers can stay ahead in an AI-powered world.

Connect with Scott on LinkedIn: https://www.linkedin.com/in/sjbrinker
Read the Martech for 2025 Report on ChiefMartec: chiefmartec.com

GTM Benchmarks That Matter - Aligning Revenue Attribution for B2B Growth - Steffen Hedebrandt

How can B2B companies effectively align marketing and sales to drive growth and optimize customer journeys?

In this week’s episode of Tech Marketing Trends, Steffen Hedebrandt, Co-Founder and CMO of Dream Data, guests. Dream Data, with over 50 employees and offices in Copenhagen and New York, offers a platform that attributes revenue to specific marketing activities, helping B2B businesses gain clarity on their customer journeys and optimize marketing performance.

Steffen discusses: 

• Shift from Google to LinkedIn ads – Due to cost-effectiveness and improved targeting capabilities, LinkedIn has become a more strategic choice for B2B marketing.
• Monitoring engagement signals – Tracking customer interactions helps optimize marketing efforts and align sales strategies with real buyer behavior.
• The power of thought leadership and data aggregation – Establishing industry credibility while integrating data from multiple sources provides a clearer customer journey and improves marketing efficiency.

Tune in to discover practical insights on aligning marketing and sales, improving customer journey analysis, and optimizing your strategies for growth!

Connect with Steffen on LinkedIn: https://dk.linkedin.com/in/steffenhedebrandt

Visit Dreamdata: https://dreamdata.io/?utm_source=redirect&utm_medium=dreamdata.com

Sell Without Selling Out - Andy Paul

What does it take to sell successfully by prioritizing human connection?
In this week’s episode of Tech Marketing Trends, Andy Paul, a renowned sales expert and author of Sell Without Selling Out, shares insights from his 40-year career in B2B sales. Andy emphasizes the importance of human competencies like: connection, curiosity, understanding, and generosity, over technical sales processes.

In this episode, Andy discusses:

• Why trust and emotional connections are more crucial than ever in sales.
• Insights from Gartner and Trinity Perspectives on how human sellers’ experiences influence buyer decisions.
• The importance of helping buyers define their problems, opportunities, and outcomes to build trust and credibility.

Andy explains how salespeople can go beyond technology and processes to focus on what truly matters: fostering meaningful relationships that drive success. If you're looking to elevate your sales approach with actionable strategies, tune in and listen to this episode!

Connect with Andy on LinkedIn: https://www.linkedin.com/in/realandypaul
Visit Andy’s website: https://www.andypaul.com/

 

The Art and Science of the Buyer First Approach - Carole Mahoney

What does it take to sell successfully by putting the buyer first?

In this episode of Tech Marketing Trends, Carole Mahoney, a renowned sales mentor and author, dives into her "buyer first" methodology, emphasizing the importance of focusing on the buyer's needs rather than the seller's. She shares how understanding buyer psychology, including the role of dopamine when people talk about themselves, can help build trust and foster meaningful connections.

In this episode, Carole discusses:

• Key insights from her research and book.
• The importance of asking the right questions to uncover buyer needs and aligning sales strategies with the buyer’s journey.
• Practical tips for preparing effectively and succeeding in sales conversations.

Carole also shares details about her upcoming book on hiring and scaling effective sales teams. If you're looking for actionable advice to transform your sales approach and build trust with buyers, don't miss this episode! 

Connect with Carole on LinkedIn: https://www.linkedin.com/in/carolemahoney 

Visit Carole's website: https://www.carolemahoney.com/ 

The 3 pillars of a demand generation engine- Deanna Shimota

What does it take to create demand and stand out in today’s competitive markets, like HR tech?

In this episode of Tech Marketing Trends, Deanna Shimota, CEO of Growth Mode Marketing, explores the key principles of demand generation and how businesses in crowded industries can differentiate themselves. Drawing on her extensive expertise, Deanna shares actionable insights into creating strategies that resonate with the right audience and drive long-term growth.

In this episode, Deanna breaks down:

• The three pillars of demand generation: strategy, content, and distribution
• How to define your Ideal Customer Profile (ICP) and craft a Unique Point of View (UPV) to stand out in competitive markets like HR tech
• Creating content that captures attention and engages prospects throughout the funnel
• Distributing content effectively using owned, managed, and third-party channels
• Measuring success by focusing on long-term brand awareness and revenue instead of short-term lead generation

If you’re looking for practical advice to create demand and stand out in industries like HR tech, this is an episode you won’t want to miss!

Connect with Deanna on LinkedIn: https://www.linkedin.com/in/deannashimota
Visit Growth Mode Marketing’s website: https://growthmodemarketing.com/

Better understanding makes better decisions- David Schneer

How can businesses adapt qualitative research methods in a post-pandemic world to uncover new opportunities and better understand their customers? 

David Schneer, a qualitative research expert, CEO of Merrill Research, and author of Backbone, shares strategies to transform business decision making through deeper customer insights. 

Tune in to this week's episode with David Schneer to discover: 

• The power of body language and non-verbal cues in understanding customer emotions. 

• Lessons from real-world studies, like developing ink cartridges leading to the development of super tank printers and fostering trust in B2B relationships. 

• The importance of: 

• • Curiosity 

• • Resilience 

• • Staying close to customers 

• How to synthesize complex customer insights into actionable recommendations. 

• Key distinctions between qualitative and quantitative research—and when to use each. 

Connect with David Schneer on LinkedIn:https://www.linkedin.com/in/schneer1merrillresearch 

Visit Merrill Research's website: https://merrillresearch.com/ 

 

Leveraging Go-To-Market (GTM) Partnerships - Barrett King

In this episode, we’re exploring a cornerstone of growth and innovation in the tech industry—Go-to-Market Partnerships.

Joining us is Barrett King, a seasoned expert in crafting and scaling successful GTM partnerships. With years of experience at HubSpot and now leading initiatives at Ramp, Barrett has a wealth of insights into building strategic alliances that drive transformational growth.

In this episode, Barrett shares his journey and expertise on:

• The foundational steps to creating effective partnerships
• The secrets behind HubSpot’s thriving partner ecosystem
• Common pitfalls in GTM partnership strategies and how to avoid them
• The evolving role of partnerships in an increasingly automated, tech-driven world

Whether you’re looking to deepen your understanding of GTM partnerships or seeking actionable advice to enhance your strategy, this conversation is one you won’t want to miss.

Connect with Barrett on LinkedIn: https://www.linkedin.com/in/barrettjking/

Visit the Ramp website:
https://ramp.com/

 

Operational Marketing Excellence - Peter Mahoney

What does it take to achieve operational marketing excellence?

Peter Mahoney, author of The Next CMO: A Guide to Operational Marketing Excellence, joins us to explore this question. Peter is a seasoned marketing and sales leader, former CMO of Nuance Communications, and currently the Chief Commercial Officer at GoTo. Drawing on over 35 years of experience, Peter shares insights into the evolving role of the CMO, the increasing importance of financial accountability in marketing, and the distinction between leading and running a marketing organization.

In this episode, we explore:

• What operational marketing excellence looks like in practice
• How CMOs can balance short-term wins with long-term strategic goals
• Key skills needed for today’s marketing leaders to thrive
• Strategies to communicate marketing’s value to the C-suite

Join us as we unpack Peter’s perspectives on transforming marketing organizations to meet the challenges of today’s dynamic business landscape.

Connect with Peter on LinkedIn:
https://www.linkedin.com/in/pemahoney/

Visit the GoTo website:
https://www.goto.com

Selling in a Post-Trust World - Larry Levine

“Most sales people’s walk does not match their talk.”

 

How does one change this common perception about the sales world?

 

The answer is simple: Trust

 

Larry Levine is our podcast guest this week. He is the author of Selling from the Heart and Selling in a Post-Trust World, and a recognized advocate for authentic, relationship-driven sales strategies.

 

With decades of experience in sales coaching and consulting, Larry brings a wealth of insights on how to differentiate yourself in a crowded market by leading with trust, authenticity, and disciplined habits.

Join the conversation to learn about:

• Why trust is the foundation of every successful sales interaction and how it translates into real revenue
• The dangers of relying too heavily on AI and how to maintain authenticity in an automated world
• Practical strategies to transform transactional sales into meaningful, sustainable relationships
• The formula for trust-building and how to apply it in prospecting, client engagement, and beyond

Ready to rethink your approach to sales and discover how trust can make a meaningful difference to your performance?

Don't miss this episode.

Connect with Larry on LinkedIn: https://www.linkedin.com/in/larrylevine1992/

Learn more about Selling in a Post-Trust World:
https://sellinginaposttrustworld.com/

How marketers can adapt and excel in this AI revolution - Mike Allton

We already know that AI helps us speed things up and save a ton of time, but do we know how to use AI to open the door to new marketing tasks and opportunities we would not have considered before?

In this episode, Mike Allton, CMO at Agorapulse and founder of The Social Media Hat, shares essential strategies for using AI to optimize efficiency, enhance personalization, and tackle ethical considerations in marketing.

Tune in to the conversation to explore:

• The transformative impact of AI on content creation and time-saving in marketing
• Key trends in AI tools and platforms that every marketer should know
• How to balance personalization with privacy in the era of data-driven marketing
• Ethical challenges and best practices for AI adoption in marketing
• How AI can streamline podcast interview preparation
• And much more!

Connect with Mike on LinkedIn:

https://www.linkedin.com/in/mikeallton/

Visit the Agorapulse website: https://www.agorapulse.com/

Visit The Social Media Hat website: https://www.thesocialmediahat.com/