6 posts
Composable martech returned in 2026, but the real product isn't the app logos — it's the connective layer underneath: APIs, event buses, webhooks, and emerging standards like MCP. Here's what marketing ops teams must actually own.
Reverse ETL has quietly moved the audience layer into the data warehouse. For paid media teams, warehouse-native audience sync is no longer a data-engineering project; it is a structural media buying advantage.
With DMPs retired and cookies fading, the warehouse is the new source of truth. Reverse ETL is the connective layer that turns that truth into real ad platform action for B2B paid media teams.
When every competitor runs omnichannel, the moat is no longer what you do but how fast you do it. Operational speed—turning market signals into budget moves quickly—is the new B2B media advantage.
LinkedIn’s latest Marketing API changes push B2B teams toward cleaner server-side conversion tracking, explicit reporting contracts, and tighter CRM activation design.
LinkedIn’s monthly Marketing API versioning and Conversions API push are forcing B2B teams to redesign campaign, audience and attribution plumbing across the martech stack.