Le stack marketing ops moderne
A layer-by-layer breakdown of the marketing operations stack that actually works for B2B operators in 2026. CRM, automation, analytics, and integration patterns.
11 min read·Empirium Team
Digital Strategy
Marketing operations, CRM integration, automation, attribution, and the modern B2B tech stack.
All Strategy Articles (20)
Strategy11 min read
Patterns d'intégration CRM pour équipes B2B
The integration patterns that connect CRM systems to marketing, sales, and support tools — without creating data silos.
Strategy10 min read
L'infrastructure email qui délivre vraiment
Deliverability is infrastructure, not luck. SPF, DKIM, DMARC, IP warming, and the architecture that reaches the inbox.
Strategy12 min read
HubSpot vs Salesforce vs Pipedrive : guide de l'opérateur
An honest comparison of the three dominant B2B CRMs — pricing, customization, integration depth, and who each serves best.
Strategy9 min read
Le lead scoring qui ne ment pas
Most lead scoring models produce false positives. A framework that actually predicts conversion based on behavioral and firmographic data.
Strategy10 min read
L'automatisation commerciale qui ne ressemble pas à du spam
Automation that helps sales teams without annoying prospects — personalization, timing, and the line between helpful and intrusive.
Strategy11 min read
Le stack technique d'une entreprise B2B SaaS à 10M€
A reference architecture of the tools and systems that power a $10M ARR B2B SaaS company — from CRM to billing to analytics.
Strategy10 min read
Architecture webhook pour intégrations fiables
Webhooks power real-time integrations but fail silently. Architecture patterns for reliable webhook processing at scale.
Strategy9 min read
Entreprises API-First : pourquoi ça compte
API-first companies build products designed to integrate. Why this architectural choice affects your entire technology strategy.
Strategy10 min read
La mort du funnel marketing (et ce qui le remplace)
The linear marketing funnel no longer reflects how B2B buyers actually behave. The models that replace it.
Strategy11 min read
Attribution en 2026 : au-delà du last-click
Last-click attribution misses 90 percent of the buyer journey. Multi-touch models, data clean rooms, and what actually works.
Strategy9 min read
Équipe marketing ops interne vs externalisée
When to hire marketing ops internally and when to outsource — cost models, skill requirements, and the hybrid approach.
Strategy9 min read
Le vrai coût des intégrations sur mesure
Custom integrations seem cheap to build but are expensive to maintain. The full lifecycle cost analysis for B2B operators.
Strategy11 min read
Automatisation : Zapier vs Make vs n8n vs Custom
Comparing no-code automation platforms against custom solutions — capabilities, pricing at scale, and the complexity ceiling.
Strategy10 min read
Data warehouses marketing : BigQuery, Snowflake, Postgres
How to centralize marketing data in a warehouse for unified reporting — choosing between BigQuery, Snowflake, and Postgres.
Strategy9 min read
Le parcours d'achat B2B moderne
B2B buying now involves 6-10 decision makers and 27 touchpoints. How to map and influence the modern buying committee.
Strategy12 min read
Construire une Customer Data Platform from scratch
You don't need Segment to unify customer data. A practical guide to building a CDP with open-source tools and your data warehouse.
Strategy9 min read
Outils de sales engineering pour opérateurs modernes
The tools that sales engineers use to demo, scope, and close technical deals — from sandbox environments to proposal automation.
Strategy9 min read
L'agenda de l'opérateur : structurer une semaine productive
A time management framework for operators — deep work blocks, meeting constraints, and the weekly rhythm that prevents burnout.
Strategy10 min read
Pourquoi votre tableau de bord vous ment
Most marketing dashboards show vanity metrics and hide real performance. The reporting problems and how to fix them.
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