Growth Imperative 3: MarTech and AI unlock automation and personalisation at scale

What’s holding most teams back isn’t technology, it’s process and operationalisation.

Many tools, one goal, growth through scale and relevance MarTech adoption is expanding rapidly, but gaps remain. According to the CMO Survey, 86% of CMOs say their teams lack the skills or resources to fully leverage their stacks. Meanwhile, Gartner predicts that by 2026, 65% of B2B organisations will shift from intuition-based decision making to data driven processes powered by advanced analytics.

It’s not about how much tech you have, it’s about whether it works together, and whether it’s actively pushing your pipeline forward. That means mapping your customer buying journeys and identifying the points where MarTech will support and drive them. Next, by auditing your MarTech stack, it’s possible to identify gaps or even to recognise where your existing stack is overengineered. This is not just about efficiency, it’s about optimisation and scaling with intent.

McKinsey found that 71% of customers expect personalised experiences, and 76% feel frustrated when they don’t receive them. For B2B buyers with complex needs, high expectations and longer sales cycles, that personalisation must extend across every channel and every stakeholder journey.

The opportunity is orchestration. Done right.

Gilroy help B2B tech brands to operationalise their AI and MarTech investments to fuel revenue growth and marketing performance. That means stitching together systems, data and workflows to deliver the kind of seamless experiences that make buyers take notice and act.

Gilroy use AI not just to do things faster, but to do them efficiently and at scale.

This means:

• Deploying AI powered tools for predictive lead scoring, content generation and real-time decisioning
• Activating Customer Data Platforms (CDPs) to unify customer profiles and power precision targeting
• Automating personalisation and delivery, so relevant content reaches the right person at the right time without slowing you down

Because in today’s environment, automation without personalisation is noise, and personalisation without automation is impossible to scale.

What this looks like in practice

1. From stack to strategy
   We don’t just help clients buy the right tech. We help them use their existing technology to its full potential and advise on the most effective new purchases. That means streamlining tools, designing clear processes and ensuring marketing and sales are working from the same set of insights.
2. Dynamic personalisation at scale
   Using CDPs, AI conversational email and real-time behavioural triggers, we make every interaction feel one to one, even when it’s delivered one to many. From automated nurture journeys to dynamic landing pages, every experience is powered by data and fuelled by strategy.
3. Continuous optimisation, not set and forget
   With Smart Engine, our proprietary reporting platform, clients get a real-time view of campaign performance, engagement trends and ROI. We track what’s working, flag what’s not and adjust before opportunities are lost.
4. Integrated journeys from first click to close
   Whether it’s a website, a microsite, an SDR outreach or a content hub, it all fits together. And through strategic partnerships with platforms like 6sense and Trendemon, we can track journeys across multiple platforms and channels with precision.
5. Sales enablement that scales with strategy
   Our content frameworks align everything from conversational email workflows to tailored sales assets, empowering SDRs and account teams to personalise outreach, accelerate deals and nurture relationships at every stage of the funnel.

The right partners, working the right way

Gilroy don’t just implement platforms. We build connected ecosystems with the right partners in place to drive value from day one.

• As a Tier One Partner with 6sense, we combine deep strategic insight with AI powered targeting to predict in market behaviour and move accounts through the funnel with precision
• Trendemon, unlock real-time journey acceleration, mapping engagement paths, optimising content and enabling smarter attribution
• Through other MarTech platforms, we integrate everything into a single flow, connecting insights to action fast

Our partnerships aren’t just badges. They’re the backbone of our MarTech strategy, and they help our clients move from point solutions to connected systems that deliver real performance.

MarOps meets real world impact

High-performing MarTech engine needs the right operational infrastructure. That’s where Marketing Operations (MarOps) comes in. MarOps connects data, platforms and people into a single, scalable system, aligning campaign execution with strategic outcomes. From continuous optimisation to cross platform reporting, we ensure that no insight is lost, and no action is delayed.

It’s how we remove silos, cut wasted spend and turn your marketing team into a growth driver.

Real results. Not just reporting.

Gilroy have helped global tech clients unlock growth by bringing their tech stacks to life:

• Multi-region ABM campaigns, we integrated 6sense and Salesforce to deliver real-time segmentation and dynamic targeting across key regions
• For a global enterprise, Smart Engine centralises performance tracking across strategic ABM efforts, improving pipeline velocity, attribution accuracy and marketing ROI
• Conversational Email powered by AI agents, our clients are seeing deal cycles cut by 50%, with marketing contributing more directly to pipeline than ever before

Gilroy don’t just plug in tools. We build systems for scale.

Business impact

According to McKinsey, companies that effectively personalise experiences can generate 40% more revenue from those activities than their slower moving peers. And research from Demand Metric shows that data driven marketing teams are six times more likely to achieve competitive advantage in customer engagement and loyalty.

In other words: automation plus personalisation isn’t a nice to have, it’s a growth accelerator and the teams that operationalise it best, win.

Key takeaway

You need tech that achieves scale and reach, responsiveness and personalisation. Furthermore, you need an experienced partner who can bring it all together.

Apply for a Discovery Workshop

Your tech stack is only valuable if it’s working hard – together.

This workshop is your chance to explore how AI and automation can drive smarter performance, sharper personalisation, and scalable growth. Together, we’ll look at how your existing MarTech could be doing more, and where the biggest gains could come from next.

We’ll focus on:

• Where your systems may be underused or disconnected
• How strategy and operations can better support your stack
• What practical next steps could unlock more value, fast

Apply now to discover how joined-up technology, powered by the right strategy, can transform your marketing performance – at scale.

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