This article was updated on January 23, 2026 with an up-to-date FAQ section.
It’s no secret that the marketing landscape is continuously evolving. In fact we depend on innovations in technology to help us connect with our audience – and what worked before does not always hold true today. How to improve your marketing game? Staying on top of current marketing technology trends can better enable sales teams by bringing them good quality leads that are more likely to become paying customers in the near future.
Advances in technology can help transform universal, one-size-fits-all marketing into thought-provoking, personalized messaging. Lead intelligence solutions, for example, can provide for easier lead qualification and reduce the number of fields on your web-forms. Website tracking solutions on the other hand can help you segment your audience better by showing you more information about the actions they take on your website and their interest.
In this blog post, we describe three ways modern technology can improve your marketing game and boost your company’s sales this year. We shall also talk about a great mastermind for local marketers, whose services you could seek to improve your marketing game.
Take advantage of these trends, and you can better position yourself a step closer to enhancing your brand’s overall customer experience.
If You Want to Improve Your Marketing Game – Start Living in the Video Age
According to recent research by Livestream, approximately 80% of consumers say they would prefer to watch a live video than read a blog post.
As mobile increasingly reigns in the digital landscape, marketers are constantly trying to find innovative ways to create content in formats that drive engagement. One way to achieve this goal is to incorporate more video.
Live video is a great way to draw prospects to your brand, offering them a front row seat into your organization’s day-to-day happenings. According to Digital Marketing Expert James McQuivey, one minute of video content is equal to 1.8 million words.
Some marketers use live video to:
- unveil and demo new products
- announce company events
- offer a quick tutorial
- offer a workshop on a specific topic
Your creativity is the limit when it comes to using video as a way to reach out and engage with your audience.
A recent Smart Insights report revealed that 82% of consumers surveyed said they would rather consume live content over other kinds of social posts.
Here’s a great example: over the last year, Facebook’s live video feature has opened up a whole new opportunity for marketers in a wide range of ways, such as:
- product demos
- webinars
- training sessions
- Q&A sessions
- interviews
- service or product reveals
Ultimately, video is an ideal marketing option for companies because it allows viewers to actively participate in a company’s interactive experience and can help cultivate a deeper, more meaningful connection. And teams that interact with customers on social media can add those contacts to an existing CRM software with social integrations and move interested parties into the sales funnel.
Artificial Intelligence (AI): A Powerful Marketing Game Changer
In a recent survey, over three-quarters of marketers said AI is “the next big thing.” We couldn’t agree more with these marketers. In fact, AI and machine learning can help brands identify useful and applicable patterns that humans simply do not have time to find. And a better understanding of customer intent and preferences is fundamental to delivering a excellent digital experience.
Here are some AI tips to improve your marketing game:
- Marketing automation. Did you know that AI can help take the guesswork out of how to market to your prospects and customers? In fact, the type of AI that’s already built into many marketing automation software options can help you put marketing efforts, like personalization and segmentation, on autopilot. Today we know that website activity reveals the preferences and interests of leads, it reveals as well how urgent their interest is and how strong. This is why lead website tracking solutions (like SalesWings for example) can help you segment your audience better and be able to communicate with them in a more personal and relevant way by providing you with information about their onsite activity and revealing their level of interest for your product or a solution.
- Campaign management. One appealing function of AI is that it understands the similarities between demographics, campaigns and even calls to action. AI knows what could be successful in another one of your locations and can, in turn, can suggest you attempt similar, already successful strategies in the future.
- Analyze social media engagement. AI can scrutinize all the data you have about your audience so you don’t have to spend hours on the task. You can also use Social Zinger’s service to get more TikTok followers.
Why not have a look at SalesWings today?
An Omnichannel Marketing Approach Is (Still) Best
A smooth omnichannel experience for B2B buyers is essential this year. In fact, the ability to segment a highly targeted set of prospective customers, engage with them, and maintain a consistent message across multiple channels can be game-changing.
An omnichannel experience allows your brand to have a presence across all channels. The main advantage of this tactic is that all of those experiences are integrated in a way that enriches your customers’ experience.
How does it work? Let’s say a customer signs up for your app at home, but then becomes a subscriber while on business travel, and then officially activates their discount via phone or in-person. Multiple channels are involved in this approach, yet your customer can receive a seamless, hassle-free experience.
According to a recent Forrester report, Americans use an average of 4.3 devices, with 70 percent using smartphones. This statistic challenges the assumption that as new devices emerge, existing ones fade.
Today’s business users have shifted, with much more of our workforce comprised of “digital natives,” or Millennials, who insist on a seamless, easy-to-use online and mobile experience.
The Bottom Line
In 2018, brands must evolve and adapt to the latest mobile and customized environments to better support customer loyalty. They also have to work faster than ever before, which means not solely relying on manual practices to get all the work done.
Using new technology to speed video advertising to market and find better leads through AI and automation means that companies spend less time finding their audience and more time selling to them.
Frequently Asked Questions
- Which martech trends should I prioritize this year?
- How do I prove ROI with AI in marketing?
- How should I choose my tech stack?
- Where does live video fit into the picture?
- Which AI use cases tend to win fastest?
- How do we unify data as part of our omnichannel strategy?
- How should we handle risks around AI in marketing?
Which martech trends should I prioritize this year?
Prioritize high-impact foundations first: first-party data capture, journey tracking, and practical AI that measurably improves pipeline quality and velocity.
Start by consolidating consented first-party data, mapping buyer journeys, and instrumenting website and product behavior to reveal intent. Next, apply AI for segmentation, creative testing, and next-best-action… areas that show quick lift without heavy re-platforming. Finally, rationalize the stack: reduce overlap, double-down on tools that integrate cleanly with CRM, and document ownership and KPIs per tool. This sequence derisks adoption while proving value to finance and sales.
Tip: benchmark quarterly against pipeline and win-rate KPIs to decide what to scale next.
How do I prove ROI with AI in marketing?
Tie AI in marketing to CRM outcomes: conversions, pipeline created, cycle time, and win rates by AI-influenced cohorts.
Define one or two AI use cases (behavior-based routing or predictive prioritization) and pre-register test and control cohorts in your CRM. Track downstream metrics such as MQL→SQL and SQL→Opportunity conversion, time-to-first-touch, meeting-set rate, and opportunity win rate. You can then attribute lift by comparing AI-exposed records to matched controls over a fixed period, and afterwards roll up economic impact through pipeline and revenue. Share dashboards with finance and sales to align on methodology and confidence.
Tip: document assumptions and revisit quarterly as models and data quality evolve.
How should I choose my tech stack?
Score tools against integration depth, data quality impact, adoption effort, and CFO-ready ROI stories, not just feature checklists.
Begin with must-have capabilities tied to goals (i.e. attribution, journey tracking, lead scoring, ABM activation). Integrations should be mapped to CRM and data warehouse with an estimate of implementation and enablement hours, and success metrics defined per tool. Create a 12-month sequencing plan that front-loads systems with clear pipeline impact and reduces overlap. Then socialize the plan with finance and sales using simple before/after dashboards.
Tip: use a standardized template to compare vendors and defend budget decisions.
Where does live video fit into the picture?
Use live video to humanize complex B2B stories, grow reach on social, and create long-tail assets for nurturing and sales enablement.
Start with recurring formats (product demos, AMAs, expert interviews, or customer workshops) then simulcast to LinkedIn, YouTube, and your site. Recordings can be repurposed into shorts for social, gated snippets for lead capture, and annotated clips for sales follow-ups. Pair live streams with UTM and event tracking so registrations, attendance, and post-view actions flow into your CRM. This closes the loop between engagement and pipeline.
Tip: test host cadence and CTA placement; a consistent series compounds audience and intent.
Which AI use cases tend to win fastest?
Quick wins come from AI-assisted segmentation, creative iteration, lead/account prioritization, and conversational support that deflects routine requests.
Use clustering to refine audiences, then rapidly A/B test prompts and variants to improve CTR and CVR. Apply predictive scoring to prioritize sales outreach by fit and intent, and surface insights directly in CRM to reduce rep thrash. For service and growth, add AI assistants that summarize context and suggest next actions rather than acting autonomously. Measure uplift against baselines before scaling.
Tip: ship small, measurable pilots within existing workflows to build credibility.
How do we unify data as part of our omnichannel strategy?
Centralize identities, standardize events, and sync consent so every channel reads from and writes to the same customer record.
Start with a shared schema for contacts, accounts, and buying groups; normalize web, email, ads, and product events; and resolve identities across devices. Your channel tools (ads, email, onsite) should both consume segments and send back performance and engagement. Build “golden” journey dashboards that expose stage transitions and next-best-actions for marketing and sales. The outcome is consistent messaging and measurable lift across touchpoints.
Tip: pilot with one journey (like trial→paid) before expanding to all segments.
How should we handle risks around AI in marketing?
Adopt clear guardrails: disclosure where material, human review for high-impact content, prompt/data hygiene, and brand-safety evaluation before scale.
Establish an AI policy that defines approved tools, data handling, disclosure thresholds, and escalation paths. Require human-in-the-loop for regulated claims and brand-sensitive campaigns; log prompts and outputs for auditability; and block sensitive data from model training. Bias, safety, and factuality checks should be run before deploying across channels, and track incidents like hallucinations or off-brand output.
Tip: align with emerging industry standards to reduce regulatory risk.
This article is a guest post by TechnologyAdvice:
TechnologyAdvice specializes in connecting buyers and sellers of business technology. By educating buyers on the best technology for their needs, they help them improve their business, and simplify their operations. For vendors, they help connect them with their ideal audience, and grow their customer base.
