Methodology: Every two weeks we collect most relevant posts on LinkedIn for selected topics and create an overall summary only based on these posts. If you´re interested in the single posts behind, you can find them here: https://linktr.ee/thomasallgeyer. Have a great read!
If you prefer listening, check out our podcast summarizing the most relevant insights from MarTech Insights CW 44/ 45:
AI Orchestration and Agentic Marketing
AI is repositioned as an orchestration layer that coordinates campaigns, journeys, and channels across the stack
Agentic architectures emerge as the next pattern, with autonomous agents that reason, adapt, and optimize in near real time
Vendors frame products like Agentforce Marketing as the AI brain inside existing clouds rather than separate point solutions
New AI releases focus on better lead quality and revenue outcomes, signalling a shift from experimentation to impact
Data Foundations and Measurement
Salesforce and similar CRMs are reinforced as the single source of truth, with tight guardrails on where data can be edited
Unified CDP style data models are highlighted as the basis for reliable personalization and campaign performance
First party data is treated as a strategic asset in the so called Autonomous Era of AI driven marketing
LLM based measurement layers promise faster insight generation, richer attribution, and more credible performance reporting
ROI Pressure and Adoption Gaps
CMOs struggle to explain MarTech ROI, which raises questions about investment discipline and benefit realization
Underutilization of tools is identified as the core issue, not the lack of advanced features or vendors
Commentators stress that broken processes and unclear operating models cannot be solved by technology alone
Usage based pricing models expose low adoption patterns, pushing teams to align incentives and communication around real usage
Platforms, Automation, and Operations
Practitioners work on core plumbing, such as robust syncs between Marketo Programs and Salesforce Campaigns
Platform learning in ecosystems like Marketing Cloud Engagement is treated as foundational for automation and journey design
2026 Marketing Ops outlooks point to composable integration, pragmatic consolidation, and more mature campaign operations
Growth stories show that disciplined marketing operations, not additional tools, underpin sustainable scaling for young companies
Channels and Experience Innovation
Social commerce spikes put pressure on MarTech stacks to absorb sudden volume while maintaining conversion and fulfillment quality
Email is reaffirmed as the backbone of digital growth and user identity across the customer journey
RCS for business gains attention as richer messaging becomes part of the engagement and service toolkit
The move from SEO to GEO under AI search pushes brands to build authority and optimize for large language model visibility
People, Leadership, and Community
Multiple voices argue that the future of marketing rests on people, value, and alliances, not tools alone
Leadership gaps emerge as AI empowered buyers move faster than many executive teams can follow
Regional and global Marketing Ops communities offer spaces to share playbooks on AI, automation, and operating models
Awards and champion programs highlight teams that turn technology into measurable outcomes, creating visible benchmarks for excellence
Want to see the posts voices behind this summary?
This week’s roundup (CW 44/ 45) brings you the Best of LinkedIn on MarTech Insights:
→ 61 handpicked posts that cut through the noise
→ 34 fresh voices worth following
→ 1 deep dive you don’t want to miss