New System Replaces Fragmented Storage Tools With a Single Platform for Editing, Signing, and Managing Documents

But the surfaces are noisy. Your prospect can scroll past the ad in their feed, filter the email, skip the pre-roll, or fast-forward through the podcast break. During my time at Meta, we told marketers they had three seconds before the scroll. That pressure hasn’t gotten easier. It’s compounded.

This is the gap TV fills. Not instead of the stack you’ve already built, but alongside it.

The Buyer Is Already Watching

The people approving vendor budgets and signing software contracts are the same people watching TV after work. Reaching them there isn’t a departure from B2B marketing logic. It’s an extension of it.

Streaming or CTV ads have made this practical in ways that weren’t possible five years ago. Audience-based buying, geo tests, frequency controls, survey attribution — the measurement mechanics B2B performance marketers already know map directly onto CTV. Relay, the fintech platform for small businesses, started on CTV because it offered tighter targeting and faster feedback loops than TV, with measurement they could actually explain to a CFO. Early results showed a direct lift in branded search and site traffic. That’s not a brand metric. That’s demand generation.

IAB data put CTV ad spend at $23.6 billion in 2024, up 16% year over year. The channel is no longer experimental. Most B2B marketers just haven’t caught up to that yet.

What TV Does That Digital Can’t

Search ads get six words. LinkedIn posts compete with every other hot take and humblebrag in the feed. A 30-second TV spot is unskippable. It gets the full screen and the viewer’s attention in a way that no digital format can guarantee. Your prospect can keep scrolling past your social ad. They can skip your pre-roll. They cannot skip the TV spot.

For B2B brands with complex products, that guaranteed attention is valuable. Gusto, the payroll and HR platform, builds its TV strategy around live tentpole moments, major sporting events and cultural moments, because that’s when their customers are most engaged and most likely to be thinking about the problems Gusto solves. It’s awareness-building timed to purchase intent.

One tactic that connects TV directly to the performance stack: CTV retargeting. Someone visits your pricing page on Tuesday. By Thursday, they’re seeing your ad in their living room, on a full screen, in an environment that carries more weight than another banner in a crowded feed. It closes the loop between your ABM motion and a channel your competitors almost certainly aren’t using against the same accounts.

Marketing Technology News: MarTech Interview With Jay H. Lee, Chief Marketing and Growth Officer @ Five9

TV Raises the Bar (and Maybe Your Next Round)

There’s a credibility effect to TV that doesn’t get discussed honestly enough in B2B circles. It isn’t just about awareness scores. It’s about what showing up on TV signals to the people evaluating you.

Consider the AI SDR space. Dozens of companies competing for the same accounts with near-identical pitches. If your brand has been on TV and your competitors haven’t, your prospect takes the call. You’re no longer one of many vendors in an inbox. You’re a company that operates at a different scale. That perception change happens before your sales team says a word, and it makes everything downstream more efficient.

The CMO is certainly focused on building brand awareness among their ICP, but corporate marketing is another area they own, one focused on raising the company’s profile within its industry and ultimately increasing its perceived value.

When a founder or board member sees their company’s ad during a live sporting event, their phone lights up. Fellow founders text. Investors notice. Raising a round is a different conversation when your brand has been on TV. Acquisition discussions go differently when the other side’s partners recognize your name. This rarely gets framed as marketing’s job. It is.

The Stack Is Good. It’s Just Missing a Layer.

The B2B marketers seeing the biggest results from TV aren’t treating it as a replacement for their performance programs. They’re using it as the layer those programs can’t provide: broad, credible, high-attention reach that introduces the brand to future buyers before they’re searching, and reinforces it with buyers already in your funnel.

Otter, the AI-powered meeting intelligence platform, found that well-crafted TV spots drive immediate engagement even for a complex multi-platform product. Viewers, particularly on mobile, check out the product right away. Top-of-funnel reach converting to bottom-of-funnel action. That’s the full motion.

Your ABM programs, your intent tools, your LinkedIn campaigns are all more effective when the buyer has already seen your brand somewhere that commanded their full attention. TV is that somewhere. The stack you’ve built is good. This is the layer it’s missing.

About Tatari

Tatari is building the infrastructure to modernize TV advertising for Brands, Agencies, and Publishers.

UiPath for Coding Agents lets enterprises use any coding agent to build, test, deploy, operate, and govern automations at scale, with orchestration and governance built in

Partnership brings industry-leading AI and analytics capabilities to Etech customers, while expanding CallMiner’s professional services delivery capacity

HuLoop Automation, a leader in AI-powered work optimization, announced the launch of Agentic Operations, a new module designed to orchestrate, manage and govern intelligent agents at scale across its unified work optimization platform.

As organizations accelerate AI adoption, many struggle to move beyond isolated use cases. While AI capabilities have advanced rapidly, operationalizing AI in a structured, reliable and governed way remains a challenge.

Agentic Operations addresses this gap by providing a centralized control layer, powered by HuLoop’s Work Orchestration, that enables intelligent agents to operate not as standalone tools, but as coordinated, accountable systems of work across agents, automations, micro-applications and content processing.

Marketing Technology News: MarTech Interview With Jay H. Lee, Chief Marketing and Growth Officer @ Five9

“AI is everywhere in theory, but still rare in production,” said Todd P. Michaud, CEO of HuLoop. “Agentic Operations gives organizations the structure to move beyond experimentation and actually put AI to work in a scalable, governed way, while keeping humans in the loop where it matters.”

Built with AI at its core and powered by a Python-based foundation, Agentic Operations integrates with all leading AI providers and is fully embedded across the HuLoop platform, enhancing existing modules, such as Process Automation and Content Processing, without disruption.

A key differentiator of Agentic Operations is its hybrid approach, combining deterministic and agentic orchestration to deliver both flexibility and reliability. This enables AI-driven decision-making while maintaining predictable, controlled execution across workflows.

Agentic Operations is also designed with trust, transparency and governance at its core. The module includes enterprise-grade capabilities such as audit logs, approval workflows, policy guardrails, data boundaries for sensitive information and model-level controls for monitoring, evaluation and fallback management. These features ensure that AI operates within defined parameters, reducing risk while maintaining accountability.

Guided by HuLoop’s human-in-the-loop philosophy, Agentic Operations blends AI work optimization with human oversight, enabling organizations to scale AI responsibly, while preserving control, compliance and trust.

By embedding intelligent agents directly into workflows, organizations can reduce manual work, improve consistency and scale operations without replacing existing systems or requiring large IT initiatives. The introduction of Agentic Operations reflects HuLoop’s broader vision for agentic AI, anchored by its HuGO framework, and represents a significant step forward in helping organizations operationalize AI responsibly and at scale.

Global AI-first cloud communications platform Infobip’s 2026 Customer Experience (CX) Maturity Report reveals a widening gap between communications infrastructure investment and CX performance.

With ever-increasing customer expectations, achieving CX maturity is the goal for major global brands. This hinges on how well brands can build experiences on mobile channels. There is a fundamental difference between a simple fraud alert on SMS and a two-way WhatsApp chat that allows customers to act immediately.

While 96% of brands automate customer interactions in some way, few are delivering a seamless experience. Only 58% of brands say their channels are fully in sync, and 60% have centralized storage of customer data. But looking closer, only 27% use an orchestration platform, and 50% of brands say their tools are fully API-ready. This means half of brands struggle with connecting tools and data and many don’t use a unified platform to build truly seamless experiences.

Marketing Technology News: MarTech Interview With Jay H. Lee, Chief Marketing and Growth Officer @ Five9

This fragmentation is stifling AI adoption and optimization and prevents a seamless customer experience. While over half (53%) of brands use agentic AI in their customer journeys, growth is being held back by disconnected data and trust in the technology. Organizations cite user trust (71%), data privacy (64%), and tech stack integration (41%) as the primary barriers to deeper AI deployment.

CX Maturity looks at what brands are automating now, how they are doing it, and the potential that already exists in their tech stack to streamline AI adoption and scale growth.

Ante Pamuković, Chief Revenue Officer at Infobip, commented: “Our CX Maturity report highlights a turning point for global brands this year. The race to adopt agentic AI is well underway, but CX Maturity will be the key differentiator between brands prepared to launch effective AI-powered journeys that last and the ones that will struggle with scaling their adoption. To move from basic automated responses to deep, seamless customer journeys, brands must overcome the dual barriers of fragmented systems and user trust.”

Elka Popova, VP of Connected Work from Frost & Sullivan commented on the state of play in the market: “Agentic AI has redefined the CX landscape with capacity to reason, plan, and implement across workflows. The challenge has now shifted from exploring the technology’s potential to implementing it, requiring enterprises to adapt their systems and build customer trust.”

CX maturity by sector

CX maturity analysis across sectors shows that retail and telecommunications jointly lead in journey automation, both scoring 32/100, while banking follows closely at 30/100. When it comes to sophistication, telecommunications stand out as the most advanced sector with 27/100, slightly ahead of retail (26/100), while banking at 21/100. In terms of system potential, retail and telecommunications again share the top position with 59/100, indicating strong API‑ready infrastructures, while banking records a slightly lower score of 56/100. The findings indicate that all three sectors have substantial room to grow, particularly in the sophistication of their automated interactions.

They are tuning it out.

Not because AI lacks value, but because the way it is being marketed often fails to align with what buyers actually prioritize. For organizations making high-stakes, long-term technology decisions, the fundamentals still matter most: engineering quality, technical expertise, reliable delivery, and reduced risk.

The growing disconnect between what vendors emphasize and what buyers need is creating friction in the buying process and, in some cases, eroding trust.

The AI Messaging Overload

Right now, nearly every platform, service, and solution touts some form of AI integration. While this proliferation reflects genuine advancements, it has also created a crowded and often confusing landscape.

For buyers, the challenge isn’t access to innovation—it is clarity.

When every vendor claims to be “AI-driven,” true differentiation actually becomes more difficult. Messaging starts to sound the same across the board, leaving buyers unsure what genuinely matters versus what’s just baseline capability. In this crowded landscape, bold AI claims without clear context or proof points don’t signal innovation, they blend into the noise.

To break through, marketers can’t rely on generic AI language alone. They need to be more technically fluent and deeply informed about emerging technologies, so they can engage increasingly sophisticated buyers and craft messaging that rises above vague, cookie-cutter AI narratives.

What Buyers Actually Prioritize

Despite the emphasis on AI, B2B buyers consistently return to a core set of priorities when evaluating solutions:

1. Engineering Quality

Buyers want to know that a product is well-built, scalable, and designed to perform under real-world conditions. According to recent BIXA research of 480+ business buyer decision-makers, quality of engineering and technical expertise are statistically tied for the most important attributes they look for in a vendor.

2. Technical Expertise

Beyond the product itself, buyers assess the depth of knowledge behind it. Research shows that technical expertise and guidance are tied as the most important attributes buyers look for in a vendor. They prioritize teams that understand their industry, technical challenges, and implementation complexities. For instance, 97% of buyers say it is important that a vendor both understands and uses AI technologies in their own processes.

Expertise ultimately signals credibility: 41% of tech leaders who augment their existing teams with external engineers say certified AI experts make a vendor stand out—and that credibility directly reduces perceived risk.

3. Reliable Delivery

Execution matters as much as vision. Buyers need confidence that timelines will be met, deployments will go smoothly, and ongoing support will be dependable. Efficient delivery is a top-five priority for buyers, and it is the single most important factor for 17% of UK-based decision-makers. Overpromising, particularly in emerging technologies, can quickly erode confidence when delivery does not keep pace. Buyers are also pragmatic about how to build that confidence quickly — 47% value paid workshops specifically because they accelerate project momentum. Buyers also increasingly expect AI to reinforce that reliability through faster code generation and automated code reviews.

4. Risk Reduction

At its core, every B2B purchase is a risk management decision. Whether it’s financial risk, operational disruption, or reputational impact, buyers are evaluating how a solution minimizes uncertainty. A bold guarantee is the top determining factor for buyers, carrying 40% of the relative importance in their decision-making process. In fact, 88% of buyers would choose a vendor offering a 100% bug-free guarantee even if their price was 30% higher than competitors. Clear documentation, proven use cases, and transparent communication, such as through de-risking workshops favored by 34% of buyers, all contribute to lowering the #1 hesitation in the market: concerns over code quality and security.

These priorities are not new. What has changed is how easily they can be overshadowed by trend-driven messaging.

The Cost of Misalignment

When marketing narratives focus on AI but ignore these foundational concerns, a gap forms between expectation and reality. This misalignment leads to clear consequences:

• Longer sales cycles, as buyers seek additional validation and clarity
• Increased skepticism, particularly toward bold or vague claims
• Missed opportunities, when solutions fail to resonate despite strong underlying value

In some cases, the emphasis on AI can even distract from a company’s true strengths. A well-engineered product with a track record of reliable delivery may be far more compelling than a newer, AI-heavy offering that lacks maturity. But if the messaging doesn’t reflect that strength, buyers may never fully recognize it.

Reframing the Narrative

The solution isn’t to move away from AI, it’s to stop pretending the tools are the transformation.

The teams winning with AI aren’t the ones with the most tools. They’re the ones that changed how their engineers work. This is a people and process problem, not a procurement decision—and most vendors avoid saying it because it’s harder to sell.

The shift in messaging is simple but demanding: stop leading with what the technology is and start with what it takes to make it work. That means structured workflows, validated output at every stage, and a clear acknowledgment that AI without governance doesn’t reduce costs—it increases them. AI usage is not free; it is metered in tokens and accumulates quickly.

There’s also a risk that almost no transformation partner raises: internal resistance. AI champions inside a client organization pull ahead. Resistors create drag. If you don’t address adoption at the engineer level from day one, the transformation fails at the people layer, not the technology layer. Buyers should be asking their vendors how they handle this. Most can’t answer.

Marketing Technology News: MarTech Interview With Jay H. Lee, Chief Marketing and Growth Officer @ Five9

Questions to challenge yourself and your teams:

• Is your AI architected well enough that the economics actually work?
• Do you have a structured methodology or just a capability?
• What happens when your engineers resist?

Building Trust Through Substance

Trust is the currency of B2B relationships. It is built through consistency, transparency, and proof. In a market saturated with AI claims, substance is the differentiator.

• That substance shows up in four ways:
• Clear, specific use cases that demonstrate real-world impact
• Technical depth that proves how solutions are built and maintained
• Evidence of reliability, backed by performance metrics and long-term customer outcomes
• Honest communication about capabilities and limitations

When buyers see that a company is willing to go beyond surface-level messaging, it signals confidence—and that confidence is often more persuasive than any single feature or capability.

The Opportunity Ahead

The current wave of AI enthusiasm is real, and so is the backlash forming underneath it. Buyers aren’t rejecting AI. They’re rejecting the version of AI that showed up late, overpromised, and left their teams holding the complexity.

The companies that will win this window aren’t the ones with the boldest AI narrative. They’re the ones who can answer the questions a sophisticated buyer will eventually ask: Is your AI architected well enough that the economics actually work? Do you have a structured methodology or just a capability? And what happens when our engineers resist?

Bad AI is expensive AI. Buyers are starting to do the math, and the vendors who can’t show their work are going to lose deals they don’t even know they’re losing.

The fundamentals haven’t changed. Proof, expertise, reliable delivery, and reduced risk. What’s changed is that AI has raised the stakes on all of them. The companies that understand that distinction – and can demonstrate it – are the ones that will eventually define this market.

About Vention

Vention is the premier global leader in software engineering, synonymous with technology designed for scale and the common denominator behind the world’s most successful tech-empowered enterprises, industry innovators, and startups.

LTM, the Business Creativity partner to the world’s largest enterprises, announced the launch of the LTM Business Orchestration Platform, an AI-powered offering designed to enable enterprises to move from fragmented decision-making to real-time, intelligent operations across SAP and the wider enterprise landscape. LTM BlueVerse serves as the marketplace layer for scalable onboarding of SAP‑focused agents within the platform.

Marketing Technology News: MarTech Interview With Jay H. Lee, Chief Marketing and Growth Officer @ Five9

The SAP-Centric Business Orchestration Platform with SAP-based tools is built on capabilities spanning AI engineering, intelligent decision orchestration, and resilient operations. It brings decision-making and execution together into a single intelligent operating layer. By enabling a shift from reactive processes to autonomous, outcome‑driven execution, the platform delivers measurable impact for SAP‑driven enterprises, including up to 30 per cent faster AI deployment, 40 per cent fewer manual interventions, and up to 60 per cent faster incident resolution.

“The real value of SAP is unlocked when insights translate into action in real time. The LTM Business Orchestration Platform provides a unified intelligence layer that connects data, decisions and execution, extending SAP’s impact across the enterprise,” said Krishnan Iyer, Chief Growth Officer, LTM.

Company highlights SAP-certified orchestration solutions designed to help enterprises modernize SAP operations across hybrid, cloud, and AI-driven environments.