Hightouch has been recognized as a Leader in the Activation and Delivery category of Snowflake’s 2026 Modern Marketing Data Stack report, highlighting the growing importance of customer data activation and AI-powered marketing execution in enterprise marketing strategies. The recognition underscores how organizations are increasingly leveraging governed data environments and composable customer data platforms (CDPs) to power real-time personalization, campaign automation, and agentic marketing workflows.

As enterprise marketing teams accelerate their adoption of artificial intelligence, the focus is shifting from data collection to data activation. Organizations are increasingly seeking ways to transform governed customer data into measurable business outcomes across advertising, customer engagement, CRM, and digital marketing channels.

Against this backdrop, Hightouch has been recognized as a Leader in the Activation and Delivery category of Snowflake’s fifth annual Modern Marketing Data Stack: Governing the Agentic Enterprise report. The recognition highlights Hightouch’s role in helping brands activate trusted customer data across multiple marketing and engagement environments while maintaining governance, privacy, and operational control.

The report reflects broader changes taking place across the marketing technology landscape. Marketing organizations are moving away from fragmented ecosystems of disconnected tools toward integrated AI-driven infrastructures capable of supporting real-time decision-making and autonomous campaign execution.

According to Snowflake, the report draws insights from more than 11,500 customers and ecosystem partners across 13 technology categories. The findings emphasize how enterprises are bringing applications directly to governed data environments rather than moving data across multiple systems, a trend increasingly associated with data gravity, compliance requirements, and operational efficiency.

For Hightouch, the recognition reinforces the growing market demand for composable customer data platforms.

Unlike traditional CDPs that centralize customer information within proprietary environments, composable CDPs leverage existing enterprise data infrastructure. In Hightouch’s case, organizations can unify customer data directly within platforms such as Snowflake and activate that data across advertising, CRM, loyalty, analytics, and customer engagement systems.

This architectural approach has gained traction as enterprises seek greater flexibility, lower data duplication, and improved governance.

The company’s platform extends beyond customer data activation. Hightouch has increasingly focused on what it describes as agentic marketing, where AI-powered systems assist marketers in orchestrating campaigns, making decisions, and optimizing customer experiences using contextual business data and historical performance insights.

The emergence of agentic marketing represents one of the most significant developments within the Martech industry.

Rather than relying solely on predefined workflows and manual campaign execution, agentic systems use artificial intelligence to continuously analyze data, generate recommendations, automate actions, and optimize outcomes. Industry leaders including Salesforce, Adobe, Microsoft, Google, and Amazon are all investing heavily in AI-powered marketing infrastructure that enables more autonomous operations.

The ability to operationalize trusted customer data has become a critical requirement for these systems.

According to Gartner, data quality and governance remain among the most significant barriers to successful AI implementation. Enterprises increasingly recognize that AI models are only as effective as the data foundations supporting them. This has elevated the importance of platforms that can activate governed data while maintaining compliance, security, and transparency.

Snowflake's recognition of Hightouch reflects this shift.

The company's integration with Snowflake enables brands to activate customer intelligence directly from governed data environments, reducing the need for complex data movement processes. This approach supports audience segmentation, campaign execution, personalization, and customer journey orchestration while preserving enterprise-grade data controls.

The partnership between the two companies has become particularly relevant as privacy regulations continue evolving globally.

Organizations face increasing pressure to balance personalization with responsible data management. By activating customer data directly from trusted environments, enterprises can potentially reduce compliance risks while improving operational efficiency.

Beyond governance, the recognition highlights the growing role of activation technologies within modern marketing stacks.

Historically, marketing technology investments focused heavily on data collection and storage. Today, competitive advantage increasingly comes from an organization's ability to translate customer intelligence into timely actions across multiple channels.

This shift is driving demand for platforms capable of connecting data infrastructure with execution systems in real time.

Research from IDC indicates that enterprise AI spending continues to rise as organizations seek greater automation, improved customer experiences, and measurable business outcomes. Similarly, Forrester has identified customer intelligence activation as a critical capability for organizations pursuing more personalized and data-driven engagement strategies.

Hightouch's position within Snowflake's report illustrates how activation platforms are becoming foundational components of modern marketing architectures.

As AI-driven marketing evolves from experimentation to enterprise-scale deployment, organizations increasingly require technologies that connect governed data, intelligent decision-making, and customer engagement within a unified framework.

The recognition also reflects a broader industry movement toward composable architectures, where enterprises can build flexible technology stacks using best-of-breed platforms rather than relying on monolithic solutions.

For marketers, this approach offers greater agility, faster innovation cycles, and the ability to adapt rapidly as AI capabilities continue advancing.

As the industry moves deeper into the era of agentic marketing, the companies that successfully connect trusted data with intelligent activation are likely to play an increasingly important role in shaping the future of customer engagement.

Market Landscape

The customer data platform and marketing activation market is undergoing significant transformation as enterprises adopt AI-driven marketing operations. According to Gartner, organizations are prioritizing investments in first-party data strategies, customer intelligence platforms, and AI-powered personalization technologies to improve customer engagement and marketing efficiency.

At the same time, the rise of composable CDPs and cloud-native data architectures is reshaping how organizations manage and activate customer information. Platforms such as Snowflake, alongside marketing technology providers like Hightouch, are helping enterprises unify governed data with real-time marketing execution, enabling more scalable and compliant AI-powered marketing ecosystems.

Top Insights

•  Hightouch was recognized as a Leader in Snowflake’s 2026 Modern Marketing Data Stack report within the Activation and Delivery category.
• The company’s composable CDP enables enterprises to activate customer data directly from Snowflake across advertising, CRM, loyalty, and engagement channels.
• Agentic marketing is emerging as a key Martech trend, combining governed data, AI decisioning, and autonomous campaign execution.
• Enterprises are increasingly adopting composable architectures to improve flexibility, governance, and operational efficiency across marketing systems.
• Trusted data foundations are becoming essential for organizations seeking to scale AI-powered customer engagement and personalization initiatives.

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