Happy National Ugly Sweater Day! 🧥 Team Activate got festive yesterday with a virtual holiday party that brought the whole company together. We shared cherished family holiday traditions, battled it out in an intense round of holiday trivia, and voted on the Ugliest Sweater and Most Creative Sweater of the day! 🏆 Ugliest Sweater: Ray Capitelli 🎨 Most Creative Sweater: Lance Koller 💡 Trivia Champ: Lauren Landini, with lightning-fast answers! It was an afternoon filled with laughs, holiday cheer, and a great way to celebrate our incredible team. 🎉🥂 #NationalUglySweaterDay #HolidayParty #TeamActivate #FestiveFun #HolidayTraditions #CompanyCulture
Activate
Advertising Services
San Francisco, California 3,689 followers
Your pipeline's gonna love us.
About us
Activate (https://www.activatems.com) provides content-powered demand-generation and marketing services for technology marketers, based our team's expertise in developing buyer insights, high-performance content and a deep understanding of how people buy technology for their company. Activate develops insightful buyer personas, creates multi-platform content to engage prospects at every stage of the decision-making process. Founded in 2013 by a team of high-tech media and marketing executives with deep expertise in content, omni-channel marketing and marketing technology, Activate connects messaging, marketing and measurement to deliver pipeline.
- Website
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https://www.activatems.com
External link for Activate
- Industry
- Advertising Services
- Company size
- 51-200 employees
- Headquarters
- San Francisco, California
- Type
- Privately Held
- Founded
- 2013
- Specialties
- Content Development, Lead Nurture, Field Marketing Events, Video & Multimedia Creation, demand generation, buyer personas, content audits, custom marketing programs, Account Based Marketing (ABM), and Marketing strategy consulting
Locations
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Primary
Get directions
300 California St
Suite 200
San Francisco, California 94104, US
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Get directions
666 3rd Avenue
7th Floor
New York, New York 10017, US
Employees at Activate
Updates
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What if marketing technology wasn’t about ownership but about outcome? “Service-as-a-Software” is quickly evolving from buzzword to strategy. In the next few years, agencies could offer more than just expertise—they’ll deliver the tools, platforms, and dashboards you need to drive autonomous, data-fueled decision-making. Enter GTM Tech Stacks: campaign-specific technologies seamlessly integrated into your existing systems. This shift means no more expensive investments or resource-heavy implementations. But the trade-off? You’re relying on the agency for those tools, creating a potential dependency. Is full control over your tech stack a non-negotiable, or are you ready to embrace a new, more efficient model? Agustín Rejón| Martechbase | Velocity Partners |#Martech #GTMStack #B2BMarketing #TechStack #DataDriven #MarketingAutomation #DigitalTransformation #Activate_ms
𝗪𝗼𝘂𝗹𝗱 𝘆𝗼𝘂 𝗿𝗲𝗻𝘁 𝘆𝗼𝘂𝗿 𝘁𝗲𝗰𝗵 𝘀𝘁𝗮𝗰𝗸 𝗳𝗿𝗼𝗺 𝘀𝗼𝗺𝗲𝗼𝗻𝗲 𝗲𝗹𝘀𝗲? “Service-as-a-Software” is becoming more than a trendy concept for in-house teams and agencies. The prediction is that, in the next 3-5 years, marketing services could become more ‘software-like.’ Agencies wouldn’t just offer strategic support—they’d provide clients with platforms, dashboards, and tools to enable more autonomous, data-driven decision-making. The idea of 𝗚𝗧𝗠 𝗧𝗲𝗰𝗵 𝗦𝘁𝗮𝗰𝗸𝘀 fits right into this vision. It also clicks with some of the stack composability trends Phil Gamache has been exploring on Humans of Martech, which I’ve been keeping an eye on. Here’s the gist: ⤷ Instead of asking clients to invest in new platforms, agencies provide campaign-specific technology as part of their service fees. ⤷ These tools, selected based on the client’s needs, plug right into their existing stack—removing the hassle of adoption or management, especially for apps used exclusively for campaigns, testing hypotheses, or achieving quick wins. ⤷ The focus shifts to what really matters: deliver the outcome, without getting bogged down by the tools, processes, or ownership details behind it. ✅ Pros: Clients get immediate access to the right tools without the hassle of implementation, training or long-term investment (this can always be done at a later stage if needed). ❌ Cons: Obviously clients become more dependent on the agency, with a potential transition needed for these tools if the relationship ends. 𝗜𝘀 𝗳𝘂𝗹𝗹 𝗼𝘄𝗻𝗲𝗿𝘀𝗵𝗶𝗽 𝗼𝗳 𝘆𝗼𝘂𝗿 𝘁𝗲𝗰𝗵 𝘀𝘁𝗮𝗰𝗸 𝗮 𝗻𝗼𝗻-𝗻𝗲𝗴𝗼𝘁𝗶𝗮𝗯𝗹𝗲 𝗳𝗼𝗿 𝘆𝗼𝘂?
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AI-driven go-to-market strategies are advancing fast, but let's not forget: customers are human, not data points. As automation and AI agents take over, we risk losing personal connections, which are the foundation of trust and loyalty. To thrive, we must balance innovation with relationship-building—because sterile connections won’t stand the test of time. The future is human-first. Heinz Marketing Inc | Matt Heinz | #B2BMarketing #AIinSales #CustomerRelationships #TrustAndLoyalty #HumanFirst #MarketingInnovation #SalesAutomation #Activate_ms
Your customers are not cells in a spreadsheet. They aren't leads. They aren't buying units. They are human. They aren't closed or won. They aren't converted or cookied. Do you personally want to be any of these things? Trust and relationships are earned. Then reinforced, respected and protected. We're going to see a massive acceleration of AI-driven go to market innovations into 2025. Robots and AI agents replacing historically human seller-driven activity and behavior. And that can be a massively valuable and productive thing for buyers and sellers. We run the risk of that innovation pushing us farther away from the humans we serve as customers. And the farther away we are, the more likely we are to treat them as cells in a spreadsheet, data points in a model. Sterile relationships are fragile, and we're already seeing evidence of this with companies that "build in public" sharing impressive acquisition and net-new growth rates along with massive churn problems. As we ramp up AI adoption, we must in parallel maintain and enhance our ability to build relationships, trust and loyalty from the humans on the other side of all that code.
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In today’s fast-paced B2B tech environment, many marketing teams overlook the true power of the website—its utility in driving business success. As discussed with the CEO of eight25, "Your website is the hub of everything marketing does," yet too often, it’s misaligned with broader business goals. Design, content, and branding may dominate the conversation, but the real question is: How does your website directly support your GTM strategy? Without alignment, you risk unqualified leads, friction in the sales process, and missed revenue opportunities. In 2025, marketing's job isn't just to generate leads—it's to generate understanding across the business. Ready to optimize your website's utility? Watch the video for actionable insights. Steve Armenti | Rey Fernando | #B2BMarketing #MarketingStrategy #GTM #WebsiteOptimization #RevenueGrowth #SalesAlignment #MarketingLeadership #Activate_ms
I spoke to the CEO of eight25 who told me “Your website is the hub of everything marketing does. Yet most marketing teams don't understand the true utility the website serves.” 🤯 Here’s why utility is important. The problem today is misalignment between website goals and business objectives. Marketing teams get caught up in design, content, and brand without asking the fundamental question: What's the true utility of the website within our GTM motion? Your marketing team may optimize for brand, while the business needs additional revenue from existing customers. Another marketing team may focus on net-new logos while the business prioritizes expansion. The website becomes disconnected from the actual business strategy. What happens when this misalignment exists? — "Qualified" leads don't actually understand your core value proposition before talking to sales — The lack of qualification up front leads to friction in the sales process — Many prospects have the "aha moment" after the sales team spends significant time with them You leave revenue on the table. The reality is it’s marketing’s job to align with sales and the GTM on the utility of the website. Here's a few tips I learned after deep-diving into this topic with Rey Fernando: 1. Map every marketing, sales, and CS activity, and then think about all the ways that they touch your website 2. Document your last 25 closed-won deals and how they actually used your website (use 6sense to see activity of prospect pre-and post form fill) 3. Listen to sales calls to understand when prospects have their "lightbulb moment" 4. Define revenue goals and growth initiatives for the next 12-24 months 5. Track who fills out forms vs signing the deal 6. Interview sales about which content they share most often in deals and see if it's easily found on the website 7. Build a measurement framework that connects website behavior to revenue 8. Align website KPIs to pipeline impact instead of vanity metrics like traffic In 2025 marketing's job isn't to just generate leads. It's to generate understanding. — Understanding with customers on the value your product or service provides. — Understanding with your GTM on the utility of the website. — Understanding with the business on the metrics that matter. Agree?
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We’re back with an updated list of exciting roles in our network! Whether you're ready to level up your career or know someone seeking their next big opportunity, these positions could be the perfect fit. Let’s continue connecting exceptional talent with impactful roles. 👉 Share this post with your colleagues, friends, and professional circles. The next great hire could be one connection away! CrowdStrike - Business Partner, MSSP Field Alliances Operations (Remote) https://lnkd.in/ePMWcJBT Tebra - Senior Partner Marketing Manager https://lnkd.in/epmckVyC SubSplash - VP of Marketing https://lnkd.in/egY_mpGq Seattle Sounders FC & Seattle Reign FC - Chief Marketing Officer https://lnkd.in/eGWHRdQG HackerOne - Partner Marketing Manager https://lnkd.in/ewXBP6aH Parin - Customer Success Consultant https://lnkd.in/eikXy6n7 ⭐ Contract Roles *Partner & Product Marketing Contractor, G2 ⭐ Field/ Partner/ Event Marketing/ Community *FMM, Avant *FMM Central US, Axonius *FMM SLED, Axonius *FMM West, Glean *NA Field Marketing and Customer Engagement Specialist, Mixpanel *Events Marketing Manager, Benepass *Director of Public Sector, T-Mobile *Director, Field Marketing, Starburst *Director, Regional Marketing - North America, monday.com *Sr. Director, Field Marketing, OneStream Software *Director of Strategic Events and Field Marketing, Federate *Sr. Event Marketing Manager, Pendo.io ⭐ DG/ Campaigns/ ABM *Enterprise Growth Manager, Rocket Lawyer, (AZ) *Growth Marketing Manager, Semarchy *Sr Growth Marketing Manager, Wiz * Manager, Industry and Account-Based Marketing, Zendesk *Director of DG, BetterCloud *ABM Manager, Greenhouse Software *ABM Manager, Tailscale *VP of DG, Backblaze ⭐ Digital/ Creative/ Web/ SEO/Social/ PR *Communications Lead, Webflow *Social Media Manager, Webflow *Content Marketing Manager I, Blackhawk Network *Sr Content Marketing Manager, Jasper *Sr Manager Digital Marketing, Mavely *Customer Marketing Manager, Spectra (Denver, hybrid) Karli Herrick *VP Public Relations, Automation Anywhere ⭐ MOPs/ SalesOps/Analytics *Campaigns Operations Manager, Wiz *Manager of Revenue Operations, Mavely *Sr. Marketing Operations Manager, Highspot *Director, Marketing Operations and Analytics, Acquia ⭐ Product Marketing/ Content *PMM, IonQ *PMM, Starburst *Sr PMM, Datadog *Director of Product marketing, Strava (San Francisco) ⭐ SDR/BDR/Enablement *SDR, Tebra *BDR, OneTrust (Atlanta) ⭐ EMEA/ APJ *Lead Generation Specialist, Keepit(Poland) *Sr PMM, Keepit (Copenhagen) *Vertical Marketing Manager, Soldo (London) *Director of Integrated Campaigns, SoSafe *PMM, Sysdig *FMM APAC, Wiz *Strategic Partner Manager, Attentive #NewRoles #CareerOpportunities #B2BMarketing #JobSearch
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The holidays are here, and if your pulse just spiked at the thought of juggling seasonal madness with year-end campaigns and Q1 planning, you’re not alone—and you certainly don’t need to settle for stress and exhaustion. You’re used to deadlines and deliverables, but when December hits, the pressure to perform everywhere—from the boardroom to the family room—can feel overwhelming. Before you accept an overloaded schedule as inevitable, consider these simple shifts that will free up precious hours, guard your sanity, and keep you on your A-game at work and home. Let’s set aside the unrealistic expectations and carve a path toward a joyful, productive holiday season—without burning out. Heinz Marketing Inc | Maria Geokezas | #B2BMarketing #DemandGen #WorkLifeBalance #ProductivityHacks #TimeManagement #EndOfYearGoals #Activate_ms
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We rarely spotlight other businesses, but for our NYC media day yesterday, we provided exquisite treats from Salswee—and they truly stole the show. If you find yourself in the city, make time to experience their incredible French/Asian-inspired pastries and beautifully crafted fruit cakes. Be warned: they sell out early! Don’t forget to tag them and share your delight. Find them on Instagram: @salswee #NYCbakery #PastryLovers #GourmetTreats #FoodieFinds #SweetsOfInstagram
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We know that staying ahead isn’t about incremental shifts—it’s about bold leaps into the unknown. In 2025, companies that dare to operationalize AI, embed it deep into their marketing DNA, and empower their teams to experiment freely will surge past the competition. No longer is generative AI a novelty; it’s a strategic powerhouse reshaping core disciplines like analytics, content creation, and SEO. For those bold enough to establish clear guardrails, champion cross-functional AI councils, and continually refine best practices, the results are transformative: shorter production cycles, enhanced creativity, and measurable market gains at scale. Yet, unlocking AI’s potential demands more than tools and technology—it requires a cultural shift. Treat AI as a trusted advisor, guiding judgment and fueling insights, to create more relevant, data-driven storytelling that drives buyer engagement. Now is the time to train teams, refine playbooks, and meticulously document use cases. By doing so, you won’t simply follow the trends; you’ll define them, transforming marketing into an engine of continuous innovation and sustainable growth. Fast Company | Debra Andrews | #B2BMarketing #DemandGeneration #TechMarketing #AIinMarketing #MarTech #DigitalTransformation #MarketingInnovation #Activate_ms
4 steps to operationalize AI
fastcompany.com
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We know that while change can feel like progress, the true power lies in committing to a long-term brand vision—one that forms the bedrock of demand generation and ensures every lead is nurtured through a consistent, resonant narrative. The latest System1 research proves that “consistency compounds creativity,” showing that the most consistent brands produce stronger ads, drive more qualified demand, and ultimately cultivate sustainable growth. In a landscape where shiny new tactics, platforms, and agencies vie for our attention, the bold decision isn’t to pivot yet again, but to trust what’s working, refine it, and let it wear in—not wear out—so we can amplify our pipeline, strengthen our brand equity, and truly move the revenue needle. Marketoonist | #B2BMarketing #DemandGen #BrandConsistency #LongTermGrowth #CreativeEffectiveness #MarketingStrategy #BrandEquity #Activate_ms
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B2B marketing is at a turning point. The old playbook of marketing automation, endless MQL chasing, and click tracking is crumbling under the weight of buyer burnout and dwindling trust. It's clear that the "gumball machine" approach—put budget in, get leads out—is no longer sustainable. The path forward? Reframe marketing’s role in revenue and prioritize long-term brand-building as a true differentiator. Meanwhile, AI is transforming how we work and buy, delivering on promises of automation that free marketers from tactical drudgery. AI agents are qualifying leads, building campaigns, and streamlining purchasing decisions. The result? Marketers can focus on what truly matters: understanding buyer behavior, creating compelling narratives, and designing standout experiences. In this new landscape, experiences and relationships—not just metrics—will define success. The future demands a balanced approach. Marketers must embrace AI as an enabler, not a replacement, while doubling down on creativity and strategy to stand out in an AI-filtered world. The big takeaway? Marketing’s value isn’t just in generating leads—it’s in shaping trust, creating connections, and driving sustainable growth. It’s time to shift from "marketing automation" to market evolution. Let AI handle the “-ing” in marketing, while savvy marketers redefine what it means to truly “go to market.” Jon Miller | Adobe Marketo | #B2BMarketing #MarketingAI #Martech #CMO #MOps #SalesAI #MarketingAutomation #Predictions #Marketing2025 #Activate_ms
Two forces are colliding in B2B go-to-market: the decline of the traditional playbook and the meteoric rise of AI. In 2006, we founded Marketo and I helped create that traditional playbook — the one built on MQLs, marketing automation, and tracking every click. For years, it worked brilliantly… until it didn't. Now, the “gum ball machine” approach to marketing (“budget in, MQLs out”) has become unsustainable. Buyers are burned out by relentless outreach, and trust is at an all-time low. It’s time to reframe marketing’s role in revenue and lean into brand-building as a long-term differentiator. At the same time, AI agents are reshaping how we work and buy. They’re handling repetitive tasks like qualifying leads and building campaigns, and helping us make purchases by filtering and summarizing information. In this world, experiences that can't be filtered or summarized will become marketing's new currency. These two trends are driving the most profound transformation in B2B marketing since the advent of marketing automation. And they work together. As AI finally delivers on the promise of “automation” in marketing automation, it will free us to focus on the strategic, creative work that truly moves the needle. Put another way, if AI can handle the "-ing" in marketing, then we can focus on the "market": understanding our buyers, crafting compelling narratives, and building memorable experiences. This shift is at the heart of my 11 predictions for how B2B will evolve in 2025 and beyond. Here's a sneak peek: 1. Companies will slowly break from their "gumball machine" MQL addiction 🍬 2. CMOs will work to reframe marketing's role in revenue 📈 3. Marketers will rebalance budgets toward brand 🌟 4. AI agents will gain early real traction in the enterprise 🤖 5. MOps teams will use AI to trade tactical tasks for strategic impact 👩💻 6. AI will start to replace junior sales roles but augment strategic sellers 🤝 7. Companies will adopt AI SDR agents — but automated cold prospecting will fall flat ❄️ 8. Seat-based pricing will give way to value-based models 💺 9. Agents will begin to transform how we buy — and how we go-to-market 🛍️ 10. Experiences, relationships, and original content will stand out as AI filters out traditional marketing 🎉 11. Marketing automation will be reimagined for the AI era 🚀 The full definitive article, shared in comments, dives into each prediction and what it means for you. Found this valuable? Please leave a comment or repost to let me know what you think and help drive visibility for these ideas! Do you agree or disagree? What are you seeing in your own business? 🙏 #B2BMarketing #MarketingAI #MarTech #CMO #MOps #SalesAI #MarketingAutomation #Predictions #Marketing2025