If video is the future of go-to-market (GTM) strategy, then the future is here and it’s powered by AI. According to a new research report from Vidyard titled The Future of Revenue, video adoption is exploding across sales and marketing teams, particularly those embracing agentic AI tools. But there’s a catch: while adoption is high and outcomes are promising, most teams still aren’t measuring video in ways that matter to revenue leaders.

That’s the key finding from a survey of over 650 senior GTM professionals across the U.S. and Canada, revealing that although 93% of leaders using video report positive results, nearly 57% either don’t measure video performance at all or track usage without tying it to revenue.

In an environment where every line item needs to prove ROI, that’s not just a missed opportunity—it’s a risk to long-term competitive edge.

“Video is now table stakes,” said Michael Litt, Co-Founder and CEO of Vidyard. “The early adopters who align on strategy and measurement will win more pipeline, drive more revenue, and give sellers back time to focus on what matters most—building customer relationships.”

Why AI-Powered Video Is Winning Deals Faster

According to the report, GTM teams that combine video with agentic AI—autonomous systems that take initiative and assist strategically—see accelerated deal cycles, improved conversion rates, and higher prospect engagement.

Stats from the report:

• 47% of GTM leaders who track video-specific KPIs say they hit revenue targets more easily.

• 44% report better conversion rates at key funnel stages.

• 76% are more likely to accelerate deal cycles when combining video and AI.

• Teams using agentic AI save an average of 16 hours per week—the equivalent of 104 workdays a year.

That’s not just efficiency. That’s operational transformation.

The Measurement Gap: A Red Flag in a Greenfield Market

Despite AI video’s surge in usage, nearly 1 in 4 GTM leaders don’t measure performance at all, and another 35% track usage without connecting it to business impact. This blind spot undermines what should be a high-confidence investment and leaves marketing and sales teams vulnerable to budget scrutiny.

“In a macroeconomic environment where every dollar must be justified, agentic AI-powered video should be an easy decision,” Litt noted. “But without measurement, you're flying blind.”

This raises a fundamental question: if video works, why aren’t more teams proving it?

Agentic AI Gains Ground: It’s No Longer Experimental

Beyond video, the report makes a strong case that agentic AI has officially entered GTM operations.

• 38% of teams are already using agentic tools as part of their strategy.

• Another 46% are actively exploring adoption.

• A staggering 92% of existing users report noticeable performance impact.

The biggest benefits? Freeing up time for strategic work, boosting engagement, and driving more high-value interactions.

These findings validate a broader shift underway in martech: from workflow automation to intelligent orchestration. The platforms that not only automate but think will win.

From Hype to Revenue: The Call to Action for CMOs and CROs

While the promise of AI video is widely accepted, the report sounds a warning: success depends on alignment between execution and measurement.

The data shows that teams who measure video’s impact on revenue are significantly more likely to:

• Improve prospect responses

• Shorten deal cycles

• Hit pipeline and revenue KPIs faster

It’s a clear signal to CMOs, CROs, and GTM strategists: AI-powered video isn’t just a “nice to have.” It's a performance multiplier—but only if it's tracked against real outcomes.

Vidyard’s Strategic Position in the AI Video Ecosystem

Vidyard has emerged as a top player in this evolving space by integrating video hosting, AI video messaging, digital sales rooms, and autonomous sales assistants into a unified GTM platform. More than 100,000 companies rely on the platform to boost prospecting, storytelling, and buyer engagement.

With a growing number of AI tools entering the martech market, Vidyard’s hybrid approach—combining ease-of-use with performance visibility—sets it apart.

The Takeaway: AI Video Is Here. Measurement Must Catch Up.

Vidyard’s The Future of Revenue report is both a celebration of AI video’s success and a wake-up call for the GTM world. Adoption without attribution is a recipe for stagnation. And in a results-driven market, that’s a luxury no team can afford.

Those who harness agentic AI video and tie it to KPIs will have the edge. The rest? They’ll still be asking for budget while their competitors close the deal.

About the Study
Vidyard conducted the survey between April 7 and 11, 2025, polling over 650 senior-level sales and marketing professionals in the U.S. and Canada. The study holds a 95% confidence level with a +/- 3.8% margin of error.

Contact Us & Future-Proof Your Marketing with MarTechEdge !

In a move signaling its ambition to lead the next chapter of AI-powered marketing automation, ActiveCampaign has appointed Chai Atreya as its new Chief Product Officer. The decision comes as the company accelerates into a high-growth phase driven by recent product innovation and renewed focus on intelligent orchestration across customer touchpoints.

Atreya, a seasoned tech executive with deep AI and analytics expertise, will spearhead product strategy as ActiveCampaign doubles down on transforming how marketers build campaigns—from rigid workflows to dynamic, outcome-based automation. His appointment follows the launch of Active Intelligence, the company’s newly unveiled intelligence engine that promises to make real-time campaign orchestration not just possible, but scalable.

“Marketing is being fundamentally reshaped by AI,” said Atreya. “And ActiveCampaign has a rare opportunity to lead that transformation—not with hype, but with outcomes that matter.”

From Workflows to Outcomes: ActiveCampaign’s AI Evolution

If traditional marketing automation was about setting rules, ActiveCampaign is aiming for something far more intuitive: AI-powered orchestration that adapts to business goals in real time. Atreya joins at a pivotal moment—just as the platform’s Active Intelligence engine begins rolling out across its suite, enabling marketers to create goal-based journeys without the need for painstaking manual logic or linear triggers.

Founder and CEO Jason VandeBoom is positioning the company at the leading edge of a paradigm shift.

“Chai’s deep expertise in AI, analytics, and SaaS, along with his track record of building customer-centric products that scale, will be instrumental in shaping the future of our platform,” said VandeBoom.

The core message: smart automation is no longer optional. It’s now the competitive edge.

A Technologist with Proven Scale Credentials

Chai Atreya brings an impressive résumé to the role. Most recently, he was VP of AI, Analytics, and Cloud at Alteryx, where he helped steer the platform’s evolution into a modern, AI-enabled analytics solution—managing a 350+ person global team.

Before that, he led AI product innovation at Teradata and held senior roles at Adobe and Amazon. Notably, he was a founding member of the Alexa and Echo teams—an experience that adds credibility as ActiveCampaign pushes deeper into conversational and intelligent automation.

With a trifecta of technical, product, and business acumen—backed by degrees from Columbia, Wharton, and VTU—Atreya is poised to influence both strategy and execution at scale.

Why This Appointment Matters

In an increasingly crowded martech landscape, where everyone claims AI, execution will separate winners from buzzwords. ActiveCampaign is betting big that its future lies in goal-based automation—a distinct shift from the drag-and-drop logic builders that once defined the category.

Atreya’s hire sends a clear message: the company is serious about building next-gen tools that go beyond smart triggers and segmentation to deliver real, measurable outcomes.

And that’s a shift that marketers—especially small teams juggling multiple channels—desperately need.

“With the foundation that's been built here, and the passionate, talented teams behind it, I believe we can reimagine what marketing automation can be and deliver exceptional value at every step,” Atreya said.

Setting the Stage for the Next Decade of Martech

ActiveCampaign already integrates with over 950 tools and supports multi-channel experiences across email, SMS, WhatsApp, and more. But the road ahead is clearly one paved with AI agents that don’t just follow instructions—they optimize, improve, and adapt in real time.

With personalization at scale becoming the norm, the challenge is no longer about collecting data—it’s about activating it meaningfully. That’s the frontier Atreya is expected to conquer.

As martech continues its AI-fueled evolution, this leadership change could prove pivotal—not just for ActiveCampaign’s trajectory, but for the broader shift toward intelligent, lean, and business-aware automation.

ActiveCampaign

ActiveCampaign is an AI-first marketing platform that enables small and mid-sized teams to orchestrate high-impact campaigns with minimal friction. With AI-driven agents, cross-channel automation, and data-powered personalization, the platform serves over 180,000 customers looking to turn ideas into outcomes, fast.

Contact Us & Future-Proof Your Marketing with MarTechEdge !

OPIC Technologies wants lifestyle creators to think beyond the frame. The Orlando-based startup, already a leader in spatial livestreaming, is now zeroing in on influencers—arming them with immersive 3D video tools that blur the line between content and experience.

Gone are the days of static room tours and curated morning routines. With OPIC’s immersive streaming, followers aren’t just watching your content—they’re walking through it.

“Your brand isn’t just what you post—it’s how you make your audience feel,” said Dr. Bob Douglas, CEO of OPIC Technologies. “Spatial livestreaming gives creators the ability to invite followers into their lives in a more authentic, immersive, and memorable way.”

This isn’t your average Reels filter or a better ring light. This is volumetric storytelling.

Spatial Livestreaming: Influencer Storytelling, Reimagined

OPIC’s core innovation lies in its stereoscopic livestreaming platform—delivering real-time video with depth perception and spatial accuracy. That means fans can explore a creator’s closet in 3D, follow them through a kitchen demo like they’re in the room, or join a virtual yoga class that feels surprisingly lifelike.

Think FaceTime meets the holodeck.

Fashionistas can host live try-on sessions. Home designers can offer real-time virtual walk-throughs. Beauty vloggers can broadcast 3D makeup tutorials. All with the added layer of presence—viewers aren’t just seeing, they’re experiencing.

“We’ve seen influencers use spatial livestreaming for everything from closet tours to yoga sessions,” said Douglas. “The response has been overwhelming—followers feel more connected, more engaged, and more likely to return.”

A Competitive Edge in the Era of Content Saturation

The influencer space is overcrowded. Everyone has a DSLR, presets, and polished content. So how do you stand out? According to OPIC, presence is the new premium.

Spatial livestreaming offers a kind of emotional bandwidth that traditional video can’t touch. By simulating real-world proximity, it builds parasocial bonds faster—and deeper.

“When your audience feels like they’re in the room with you, it changes the dynamic,” Douglas noted. “It builds trust, strengthens relationships, and deepens loyalty—all of which are critical to long-term success.”

In a digital culture starved for authenticity, immersive content feels like the antidote to the algorithm.

Plug-and-Play for Mobile and VR Creators

What about the tech barrier? According to OPIC, the setup is surprisingly lightweight. Their mobile-first tools are built for accessibility and optimized for both smartphones and VR headsets—no Hollywood rig required.

This democratizes 3D content creation, making it a viable option not just for big-name creators, but for emerging influencers looking to disrupt their niche.

Why This Matters: A Glimpse at the Future of Personal Branding

The big picture? Spatial video is inching closer to the mainstream, and platforms are already experimenting with immersive formats. Meta’s Horizon Worlds, Apple’s Vision Pro, TikTok’s AR effects—all signs point to a more interactive, dimensional web.

For brands, this signals a seismic shift in how influence is built and monetized. For influencers, it's a rare first-mover opportunity.

OPIC’s bet is simple: spatial storytelling will define the next generation of content. And the creators who adopt it early could be tomorrow’s breakout stars.

OPIC Technologies

Based in Orlando, Florida, OPIC Technologies specializes in immersive livestreaming through spatial and stereoscopic video. The company serves influencers, broadcasters, educators, and enterprise brands looking to deepen engagement through experiential storytelling. With its mobile-ready tools and VR support, OPIC is helping shape the future of digital presence.

Contact Us & Future-Proof Your Marketing with MarTechEdge !

Lemon Digital HQ just added a major brain to its brand muscle.

The influencer marketing and brand development agency announced the launch of Lemon IQ, a Gen Z-focused research and strategy arm designed to help brands avoid the all-too-common fate of tone-deaf campaigns. Think of it as a direct pipeline into the cultural operating system of the most elusive and economically powerful generation: Gen Z, with over $450 billion in global spending power.

Culture Meets Commerce

“We built Lemon IQ to bridge the gap between smart brand strategy and actual Gen Z insight,” said Sarah Reilly Engel, co-founder of Lemon Digital HQ. “Modern brand growth lives at the intersection of culture and commerce—and Gen Z defines both.”

Engel, along with co-founder Jennifer Powell, brings serious pedigree from the creator economy, with backgrounds spanning LTK, Next Models, and work for brands like Armani, Blue Lagoon, and Brilliant Earth. With Lemon Digital HQ, they’ve consistently delivered influencer activations and brand experiences that resonate. Now, with Lemon IQ, they’re adding something most influencer agencies lack: a feedback loop backed by data, research, and Gen Z's own voices.

Real Voices, Real Feedback

The core of Lemon IQ’s methodology is simple but potent: start with Gen Z, not just personas. The team convenes student influencers aged 16–28 for structured focus groups, supplements those sessions with surveys, and delivers reports brands can act on—before they commit major budgets to production or ad spend.

But IQ doesn’t stop at insight. Those same student participants often become campus ambassadors, turning firsthand feedback into real-time promotion. The result is a feedback-to-flywheel model that’s part research lab, part activation engine.

“Too many brands are flying blind,” said Powell. “We’ve seen launches flop because they were built on stale assumptions. With Lemon IQ, you get breathing, evolving feedback.”

Timing Is Everything

This launch isn’t happening in a vacuum. The runaway success of Rhode, recently acquired by e.l.f. Cosmetics for $1 billion, is a case study in combining top-tier storytelling with grassroots Gen Z engagement. Rhode’s playbook—using creators for halo storytelling and campus ambassadors for community buy-in—is exactly the flywheel Lemon IQ is optimizing.

Not Just for Startups

While Gen Z-first DTC brands are obvious customers, Lemon IQ is already being tapped by established retail and CPG players looking to validate product-market fit, de-risk campaigns, and rewrite tired brand narratives.

For example, a legacy beauty brand might use IQ to:

• Pressure test new packaging or shade ranges

• Test campaign messaging with 18-year-old freshmen and 28-year-old early career professionals

• Identify overlooked creators shaping beauty culture on TikTok and YouTube

• Launch a paid ambassador program fueled by peer-to-peer recommendations

Why It Matters

Gen Z isn’t just another demo—they’re a culture engine, often reshaping platforms, language, and product expectations in real time. And they can sniff out inauthenticity in seconds.

By combining bottom-up feedback with top-down brand strategy, Lemon IQ offers something refreshingly rare: a chance to co-create with the audience that decides what sticks.

“We’re not just measuring sentiment,” said Engel. “We’re helping brands build with Gen Z, not just for them.”

Lemon Digital HQ

Founded in 2020, Lemon Digital HQ blends brand development, market research, and influencer marketing to help brands scale authentically. The agency works with everyone from early-stage startups to Fortune 1000 companies, developing brand strategies and creative campaigns that convert. With the addition of Lemon IQ, the agency cements its role as a culture-forward growth partner built for today’s attention economy.

Contact Us & Future-Proof Your Marketing with MarTechEdge !

In a market flooded with either overpriced agencies or DIY content chaos, StoryVid enters the scene with a clear mission: help growth-minded Kentucky businesses create video content that’s not just sleek, but built to perform.

The newly rebranded video production agency, founded by creative director Alex Masterson, officially launched this week with a no-fluff, strategy-first model that promises end-to-end, high-output production systems for businesses that are ready to scale.

“Most businesses don’t need a $100K video—they need consistent, on-brand content that moves the needle,” said Masterson. “We’ve built StoryVid to deliver just that—fast, strategic, and scalable.”

Built for Marketers, Not Filmmakers

While many agencies still sell video as a one-off asset, StoryVid flips the script, designing each production to serve as a content engine. A single shoot can yield 15+ deliverables—think A/B testing variations, thumbnails, GIFs, vertical cutdowns for TikTok and Instagram, or explainer edits for product pages.

This model helps brands maximize their investment while minimizing content gaps. Video isn’t just a campaign add-on—it’s the campaign.

Strategy First, Then Storytelling

Unlike creative shops that prioritize aesthetics over outcome, StoryVid begins with the business goal: product launch, conversion boost, brand refresh—you name it. The team then builds the video concept backward from that target, optimizing each asset for channel, audience, and performance.

“A great story without a strategy is just a nice distraction,” Masterson noted. “We build with intent—every cut, frame, and format is tied to the funnel.”

Agile Team, Scalable Output

StoryVid runs lean—but wide. Rather than keeping a bloated in-house team, the agency works with a curated network of editors, motion designers, cinematographers, and strategists—tapping only what’s needed for each job. This modular model keeps costs low, turnaround fast, and quality high.

Clients benefit from working directly with a dedicated team, not bouncing between siloed departments or account managers who don’t touch the creative.

Services Designed for Today’s Platforms

StoryVid offers a full suite of video formats with growth marketing baked in:

• Brand commercials with strong hooks and call-to-actions

• Explainer videos—live-action, animated, or hybrid

• Product launch content designed to convert

• Testimonial and case study videos to build trust

• Social-first micro-content for TikTok, LinkedIn, Instagram

• Multi-platform edits optimized for size, speed, and scroll-stopping visuals

It’s the kind of modern, modular marketing support that in-house teams often dream about but rarely achieve.

Local Roots, National Standards

Despite its scalable model, StoryVid keeps production local—tapping into Kentucky’s creative talent pool and rejecting the idea that great video must come from LA or New York.

“We’re proud to raise the bar right here,” Masterson said. “There’s no need to import creativity when we’ve got the skills at home.”

Built for Growth, Not One-Offs

While StoryVid offers project-based work, its sweet spot is longer-term partnerships—monthly retainers, ongoing campaigns, and embedded creative support that function like an extension of the client’s marketing team.

“We’re not chasing film festival trophies,” said Masterson. “We’re building content that grows businesses—and that’s the only metric that matters.”

As more Kentucky startups and established brands seek agile, data-savvy creative partners, StoryVid is positioning itself as the go-to content engine for a modern era of performance-first video marketing.

Contact Us & Future-Proof Your Marketing with MarTechEdge !

Indeed, the world’s leading job site, has named James Whitemore as its new Chief Marketing Officer, marking a strategic leadership move as the company doubles down on global expansion and AI-driven hiring innovation.

Effective immediately, Whitemore will join Indeed’s senior leadership team, reporting to Chief Revenue Officer Maggie Hulce. His mandate: lead Indeed’s global marketing organization across brand, communications, category and lifecycle marketing, country-specific strategies, and the Indeed Hiring Lab, a thought leadership and labor market research arm.

“James brings a strong track record of helping business customers thrive through innovative, customer-first marketing,” said Hulce. “He’ll play a vital role in shaping how the world sees and experiences Indeed.”

A Heavyweight Hire in a Shifting Talent Tech Landscape

Whitemore steps into the role with more than 25 years of senior leadership experience at the intersection of marketing, growth, and technology. Most recently, he served as Chief Marketing & Growth Officer at Celigo, a fast-scaling cloud integration platform. There, he led the sales and marketing push that accelerated the company’s market presence in a crowded automation landscape.

Before that, as CMO and EVP at NetApp, he spearheaded an award-winning integrated digital marketing campaign that helped fuel the company’s Public Cloud business growth—an experience that aligns closely with Indeed’s increasing push into AI-powered solutions.

Whitemore’s resume also includes marketing leadership roles at IBM Europe, Sun Microsystems, and Intrado, making him well-versed in both B2B tech and global brand scaling.

Humanizing AI-Driven Hiring

Whitemore’s appointment comes as Indeed continues to evolve beyond a job board into a full-scale hiring platform powered by artificial intelligence and data. The company has been investing heavily in simplifying the hiring process, from job search to interview to offer—especially as businesses and job seekers alike navigate the complexities of remote work, labor shortages, and skills-based hiring.

Whitemore emphasized this mission in his statement:

“As Indeed continues to lead with AI-powered innovation to transform hiring, I’m excited to help more job seekers and employers unlock the full value of Indeed—especially by harnessing our unmatched data, insights, and sister brands like Glassdoor and Indeed Flex to create smarter, more meaningful connections.”

A Brand on the Move

This leadership change signals Indeed’s broader focus on expanding its brand footprint, sharpening its data storytelling, and integrating its ecosystem of hiring tools—including Glassdoor’s employer insights and Indeed Flex’s gig work platform—under a cohesive go-to-market strategy.

With Whitemore at the helm of marketing, expect Indeed to take a more proactive role in defining the future of hiring, and solidifying its position as the platform of choice for both job seekers and global employers in an increasingly AI-driven world.

Contact Us & Future-Proof Your Marketing with MarTechEdge !

In a bold move to strengthen its national logistics footprint, Postmedia Network Inc. has announced the expansion of its Parcel Service to Newfoundland and Saskatchewan. The rollout builds on the company’s growing delivery network across Nova Scotia, Prince Edward Island, New Brunswick, and British Columbia—reasserting Postmedia’s ambition to become a trusted player in regions long underserved by traditional carriers.

This latest expansion goes beyond just faster shipping. It underscores a commitment to community connectivity, economic inclusion, and infrastructure reliability across Canada’s most remote corners.

“Extending our reach into Newfoundland and Saskatchewan is about more than logistics,” said Andrew MacLeod, President and CEO of Postmedia. “It’s about ensuring Canadians in every region have access to reliable delivery options, no matter where they live.”

Why It Matters

While Canada Post and major courier brands like FedEx and Purolator dominate urban areas, rural communities often suffer from delays, limited pickup points, and higher costs. Postmedia is looking to change that equation by tapping into its existing print media distribution infrastructure to support its parcel logistics arm.

A Quiet National Contender

Originally known for its newspaper empire, Postmedia has quietly transformed part of its operations into a logistics service. This expansion adds momentum to a broader strategy: repurposing legacy delivery routes for modern e-commerce and parcel fulfillment needs.

With additional regional expansions already in development, Postmedia is positioning itself as a national alternative to the existing delivery giants—particularly for merchants and consumers in areas where options are limited.

The Bigger Picture

The growth of Postmedia Parcel Service comes at a time when:

• E-commerce demand in rural Canada continues to rise.

• Consumer expectations for delivery speed and reliability remain high.

• Small businesses in remote areas need more affordable shipping solutions.

For now, Postmedia’s quiet logistics pivot may seem niche—but its potential impact on Canada’s rural digital economy could be significant.

Contact Us & Future-Proof Your Marketing with MarTechEdge !

In a strategic move that blends deep catalog access with rich community engagement, Everand—the premium reading subscription from Scribd, Inc.—has acquired Fable, the social reading app known for its vibrant book clubs and goal-oriented reading tools.

The deal brings together two reader-first platforms with a shared mission: to make reading not just more accessible, but more meaningful.

From Discovery to Dialogue

Everand offers millions of audiobooks and ebooks under a tiered subscription model, while Fable carved its niche by turning solitary reading into a shared experience—with over 100,000 active book clubs led by authors, BookTok creators, and everyday readers. Together, the platforms promise to support the entire reader journey, from discovery to discussion.

“This partnership is about amplifying what both teams do best while staying true to the people we serve: readers,” said Scribd CEO Tony Grimminck.

What Changes for Readers?

In short, not much—yet.

• Fable’s book clubs, social features, and personalized goal tools will remain intact.

• Everand’s Standard and Plus subscriptions stay as-is, alongside Fable Plus and its à la carte ebook catalog.

Over time, both teams will look to integrate features thoughtfully, potentially bringing Everand’s robust catalog to Fable users and extending Fable’s social capabilities across Scribd’s ecosystem.

Why It Matters

This move aligns with broader trends in digital media where platforms are consolidating features to boost user stickiness. Spotify has nudged into audiobooks. Amazon owns Goodreads. But where many competitors focus on access alone, Everand and Fable are betting on connection.

“Reading is about more than what’s on the page—it’s about how it brings people together,” Grimminck emphasized.

A New Value Proposition for Publishers

For content owners, this union is also a boon. It creates a vertically integrated pipeline that:

• Drives discovery through Everand’s catalog

• Supports engagement via Fable’s discussion-centric features

• Encourages re-engagement through social recommendations

This could translate into longer shelf lives for midlist titles and deeper reader loyalty for series authors.

The Team Behind the Deal

Fable CEO and founder Padmasree Warrior will move into an advisory role as all Fable employees join Scribd, Inc. leadership. Grimminck remains CEO of the parent company.

The acquisition adds to Scribd’s ongoing evolution from a document-hosting startup to a multi-platform media ecosystem that now includes Everand, Scribd, and SlideShare.

The Takeaway

As digital reading continues to expand, experience matters as much as access. By acquiring Fable, Everand isn’t just adding another bookshelf—it’s creating a reading environment built for the way we read today: digitally, socially, and with a desire to connect.

Contact Us & Future-Proof Your Marketing with MarTechEdge !