MarTech 360

New partner engagement and enablement solution is designed to boost B2B partner campaign transparency, accountability and outcomes Informa TechTarget , an indispensable partner for B2B intelligence, media, and marketing solutions, announced the launch of Partner Demand Assurance (PDA): a partner engagement and enablement solution delivered in collaboration with UK-based partner marketing agency The Sherpa Group.

For nearly two decades, true 1:1 account-based marketing belonged to a very small club. The playbook worked, but the economics did not. Building custom landing pages for target accounts, creating executive briefs for buying committees, coordinating ads across channels, and managing intent signals required expensive platforms, expensive talent, and even more expensive patience. Enterprise ABM became a millionaire’s game disguised as a marketing strategy.

Most companies talk about account-based marketing strategy like it’s some kind of pin-pointing exercise, you know. Like, pick a list of accounts, run those tailored campaigns, then hand the leads to sales and just hope a few things stick, and that’s it. It works right up until the account list grows from 20 to 2,000, and suddenly personalization turns into this messy, unsteady chaos. Salesforce does not really play on that same field. It operates at a completely different altitude.

Yash Hindisota has joined WPP Media as Associate Director, marking a new chapter in his career after previously serving with Omnicom Media Group. The appointment comes at a time when global media networks are evolving to meet changing advertiser expectations around AI, audience intelligence and omnichannel media planning. The move reflects broader shifts taking place across the media and advertising industry.

WTWH Media has officially rebranded as Arrowfly, introducing a new corporate identity that brings together more than 40 B2B media brands and over 45 industry events under a single umbrella. The company said the rebrand reflects its evolution from a specialized trade publisher into a broader B2B media, events and marketing organization serving professionals across engineering, healthcare and life sciences, and food, retail and hospitality.

Ashwin Rajendran has taken on an expanded leadership role at Siemens, leading marketing for the company’s Electrical Products business across India, ASEAN and Africa (IAA). His new role comes as industrial technology companies continue to transform their marketing strategies to match changing customer expectations.

Cait Marron has joined Creo, part of Omnicom Media Group, as Chief Strategy Officer, reinforcing the agency’s leadership as creator marketing continues to evolve into a core business capability. Her appointment comes at a time when creator marketing is becoming increasingly integrated into enterprise marketing strategies.

Qualtrics has appointed Ken Coleman as Senior Vice President of Marketing, strengthening its global marketing leadership as the company looks to expand the Experience Management (XM) category in the AI era. Coleman will lead the company’s global marketing organization, with a focus on building brand awareness, strengthening customer engagement and advancing Qualtrics‘ position in experience management.

Rema Vasan has been retained by WPP to serve as Global President, Social and Creator for WPP Open X, where she will help lead capability transformation for The Coca-Cola Company. Vasan announced the appointment on LinkedIn, highlighting the growing convergence of social media, creator marketing, commerce and artificial intelligence. In her new role, she will focus on building a connected global operating model that strengthens creator-led marketing and helps brands drive business impact at scale.

For years, digital performance marketers, sales directors, and go-to-market (GTM) teams have been trapped in an administrative game of telephone. While artificial intelligence has radically accelerated product development cycles, the technology used to locate, understand, and target the right enterprise buyer has failed to keep pace.