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How to revamp your lead scoring strategy for 2025

Martech

As we approach 2025, B2B marketers increasingly adopt data-driven strategies to refine their lead management processes and ensure they deliver sales-ready leads optimally. Here are some best practices to ensure your lead scoring model is both impactful and adaptable for 2025. Demographic profiles. Persona insights. Processing.

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Data, AI and advertising: 2025 predictions

Martech

Once marketers hit the limit of return on ad spend in these channels, though, leveraging cookies (or even other identifiers) to measure their programmatic, cross-site advertising will be a challenge. As we head into 2025, marketers will face pressure to adopt and experiment with AI, but its success depends on a solid data foundation.

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eCommerce on Fire: Back to Pandemic Highs (And What Shopify’s $75B Quarter Tells Us)

SaaStr

In May 2025 ecommerce just hit 20.21% of total retail sales – a whisker away from April 2020’s panic-buying peak. Look at Shopify’s Q1 2025 numbers that just dropped: $74.75 What Changed Between April 2020 and May 2025? In 2025, they’re choosing to stay there. This time, there’s no pandemic.

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Where are martech vendors finding their revenue? Let’s take a look

Martech

It is often easier to sell something when no one has it but many people need it. The bad news is that growth in a mature market becomes more focused on a few strategies, including cross-sell, upsell and competitive displacement. Many industries go through this. It gets a little harder once everyone has it.

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14 HubSpot updates from June 2025 you can’t miss

Martech

With more than 100 product updates released last month, June continues HubSpot’s momentum in AI innovation, CRM flexibility and cross-team efficiency. Let’s dig into the most impactful HubSpot updates for June 2025. It’s a major time-saver for teams selling in the U.S. That means: Cleaner records. Fewer sync issues.

CRM
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10 must-use marketing updates in the Salesforce Summer 2025 releases

Martech

The Summer 2025 Salesforce releases are rolling out across the product lineup this spring. Why it’s useful: Cross-sell and upsell email performance hinges on relevance. Enhanced cross-channel reporting and link tracking What is it? The updates offer richer AI, deeper personalization and new messaging channels.

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Account-based selling in 2025: Everything to know

Highspot

Key Takeaways Executing 1:1 and 1:few account-based selling strategies geared toward high-value target accounts is how leading enterprise sales teams drive sustainable revenue growth. Guide: What Good Client Engagement Looks Like Download free guide What is account-based selling?