Seven Ways AI Changes What Marketing Automation Is
AI is not a feature of the next marketing automation platform. It changes what a marketing automation platform is.
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Marketing Automation Platform Comparison Methodology
The methodology Phave used to compare marketing automation functionality across legacy and newer vendors.
B2B Personalization and the 40/40/20 Rule
Direct marketing's 40/40/20 rule says the list and the offer account for most of your result, and the creative for the rest. A Playlist starts with the person rather than the campaign, which turns the offer and the timing into decisions instead of a schedule.
What Actually Makes Marketing Automation Hard
Marketing automation made you trade power for ease because every capability had to be specified in advance by someone who knew both the platform and the company's conventions, which turned a few specialists into a queue that shaped the marketing program before anyone saw a draft. Reasoning removes the specification work, so the complexity moves to describing what you want and what good looks like.
The New Rules for B2B Marketing Leadership in 2026
The findings in this report draw on interviews with more than 50 B2B CMOs at companies including Zoom, Salesforce, Nutanix, Snowflake, PagerDuty, and Sprout Social. Our goal: give CMOs the clearest possible picture of what has stopped working, what the best leaders and operators are doing differently, and exactly what to do about it.
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