Palantir + Zeta Global Partner on "Agentic Marketing Infrastructure"
Announced at Cannes Lions yesterday: Palantir's Foundry platform + Zeta's marketing AI = a new enterprise data layer for agentic marketing. Zeta's Data Cloud will be rearchitected on Foundry, with Athena by Zeta acting as the AI-powered intelligence layer. Alex Karp called it "a next-generation marketing environment." Steinberg says the deal could drive $100M+ in annual revenue. This is serious enterprise infrastructure, not another point solution.
Read on MarTech Series →The 2026 B2B Buyer Paradox: More Data, Longer Cycles
Buyers have more AI-powered research tools than ever — yet sales cycles are stalling. Why? Buying committees now average 13 internal stakeholders plus 9 external participants. Forrester reports 86% of B2B purchases stall during the process. The insight: reps are no longer information deliverers — they're "validation partners" who help buyers build internal consensus. 69% of buyers now lean on reps to verify what their AI research surfaced.
Read on Salesfully →State of B2B Tech Marketing 2026: More Content, Less Engagement
Based on 150+ active clients across 14 tech verticals: AI has tripled content output, but engagement per piece is down 38%. Cold outreach reply rates in cybersecurity and AI have collapsed to 0.8%. And for the third year running, 74% of marketing leaders cite attribution as their #1 unsolved challenge. The pattern: channels with the lowest attribution confidence (community, word-of-mouth, B2B influencers) generate the warmest pipeline.
Read on Sage Marketing →Deloitte Tech Trends 2026: The AI Infrastructure Reckoning
Token costs have dropped 280-fold in two years — yet some enterprises are seeing monthly AI bills in the tens of millions. Usage exploded faster than costs declined. Only 11% of organizations have AI agents in production (despite 38% piloting). Gartner predicts 40% of agentic projects will fail by 2027 — not because the tech doesn't work, but because orgs are "automating broken processes instead of redesigning operations."
Read on Deloitte Insights →💡 My Take
Read this one: The Sage Marketing piece on B2B tech marketing. The data is clear: AI made everyone produce more content, but that flooded ICPs with noise. The winners aren't the ones with more volume — they're the ones with genuine insight and human POV. Same lesson keeps repeating: AI is a production engine. The strategy and differentiation still need to come from you.