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Hightouch Article

Adam Greco’s New Book on Product Evangelism Puts a Spotlight on Humans in an AI World

matt-garrepy

<hr /> The CDP space continues to evolve – and <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/hightouch">Hightouch</a> is hitting the gas as it moves into the agentic fast lane.When I recently spoke to <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/briankotlyar/">Brian Kotlyar,</a> the company’s CMO, he was more than a little excited about their new <a target="_blank" rel="noopener noreferrer" href="https://hightouch.com/platform/agents">Hightouch Agents,</a> an AI-powered toolset designed to help marketers answer questions, identify opportunities, automate workflows, and make everything work faster. How fast? Like 10x.Of course, Brian was already a fan of Hightouch before AI agents were a twinkle in anyone’s eye. In fact, when he first encountered the CDP four years ago while leading growth Marketing at <a target="_blank" rel="noopener noreferrer" href="https://newrelic.com/">New Relic</a> (an observability platform), he was smitten by its potential to automate and scale his marketing efforts.“I was really inspired by the idea of using the complete data in the data warehouse to power growth marketing, lifestyle marketing, ads, web personalization, everything,” he said. “And I was doing it in this very manual and archaic way with tons of data analysts, tons of software engineers. And then I discovered Hightouch as a way to bring all kinds of modern practices and software engineering practices together without needing these huge teams.”As it turns out, Hightouch was so compelling that Brian joined the meteoric scale-up in mid-2022, where he’s now tasked with marketing a product that's designed to help marketers. In many ways, he's marshalling his superpowers to help professionals like him to augment their human creativity with the power and potential of AI.As of late, we've seen significant changes in the customer data platform ecosystem, where DXP consolidation and pure-play reinvention have been the prevailing trends. Through it all, Hightouch has elevated above the noise, positioning itself around its unique composable attributes and AI decisioning as force multipliers for its value. That vision is why it nailed an <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/u-cant-touch-this-cdp-hightouch-nails-80m-series-c-to-power-its-ai-decisioning">$80 million Series C </a>earlier this year. Now, its Hightouch Agents represent the next step on their ambitious roadmap, giving marketers the ability to ideate and brief campaigns and build their strategies by asking customer data questions and receiving instant answers. Along with those core features, Hightouch Agents can do a whole lot more. They can analyze your creative and copy to distill what is and isn’t working, so you can optimize performance. They can cut through the chaos to find the right audiences and save hours in the process. As Brian explained, it’s a potential game-changer for marketers.“We transitioned to be the leading composable CDP company, and now we're introducing this next big wave of functionality where we grab onto the broader LLM trend and really bring it into the marketing workflow,” he said. “If you imagine the way that coding agents have totally transformed the day-to-day work of software engineers, we think something similar is happening with marketing, and we want to be the company that brings that capability to marketers.”Hightouch Agents come pre-trained with core marketing skills, giving you an out-of-the-box edge with their capabilities. They connect to your data, channels, and creative, and come preloaded with deep domain knowledge – enabling them to reason with precision around complex concepts like attribution modeling. It’s not a shocker to see Hightouch move in this direction. The company has been on a rapid rise, and I recently covered the hiring of AI industry luminary <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/hightouch-taps-ai-luminary-akilesh-bapu-to-accelerate-push-into-context-aware-marketing-agents">Akilesh Bapu</a> in early October to lead the company’s generative product development. This was a clear signal of its intentions to drive an agent-focused strategy – and that's precisely where they're headed.<h3 id="giving-marketers-an-agentic-boost">Giving marketers an agentic boost</h3>Marketing teams are really feeling the heat. Every day, they’re struggling with inefficient workflows across a range of considerations and coping with tasks that are labor-intensive and highly disruptive. That’s where Hightouch Agents come in. They promise to accelerate and automate a wide array of previously slow and manual tasks, so teams can bring their ideas to life. The company says this can translate into 10x the speed, and that could make a huge dent in the day-to-day rigors of operating a successful marketing machine. According to <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/tejasmanohar/">Tejas Manohar,</a> Co-founder and Co-CEO of Hightouch, the problem is that there are too many manual steps to launch a marketing campaign. And yet, that's still the overwhelming reality for most enterprise brands. As such, Hightouch Agents are starting with data and insights because they’re a huge pain point.As previously mentioned, Hightouch Agents can be tasked with answering really complex questions with laser precision. For example, you can query which ad creative drove the most conversions last month, or whether new audience segments are emerging around a product line. You can even inquire as to which content-driven campaigns performed better when compared to discount promotions, or which Facebook ads are performing best based on CTR. <figure class="image image-style-align-center image_resized" style="width:68.71%"><img src="https://cmscritic.com/ms-content/uploads/2025/11/image-1762968106697.png" /></figure>Prompting performance questions from Hightouch AI Agents. Source: Hightouch website Brian told me that the quality of the answers is driving more questions – and that's revealing even greater insight. That's all due to the context that informs everything. Unlike generic AI tools, Hightouch Agents connect directly to a company’s data warehouse and marketing stack. This allows them to see all the data that powers marketing decisions, customer transactions, inventory levels, creative performance, and more, without manual uploads or constant context switching.“The reason why the answers are really good is because we have this notion of a context layer,” he said. “We map the data in their warehouse, we map the data in their channels, we map all their brand information. So the answers are just dramatically better than you get when you just throw the exact same question to a generic GPT. And it's this self-reinforcing loop, because if the answers are better, you're going to come back and ask more questions and start to move into much more exploratory, open-ended questions like, 'Hey, I need to move this metric. What do you what should I do? Hey, I've got a bunch of extra stuff over here. What should I do?'"<figure class="image image-style-align-center image_resized" style="width:77.63%"><img src="https://cmscritic.com/ms-content/uploads/2025/11/image-1762978067150.png" /></figure>Hightouch Agents make engaging and ideating simple. Source: Hightouch By combining deep marketing expertise with this level of data-driven context, marketers can explore and analyze data independently, uncover new opportunities, and automate recurring workflows such as reporting or audience-building. Hightouch Agents also go beyond recommendations by taking action in key areas of the marketer’s domain, from running A/B tests to adjusting budgets.Hightouch is also more secure because no duplicate storage is required. It reads directly from your data warehouse, where your data remains guarded. That enables it to meet fierce regulatory governance around SOC, GDPR, HIPAA, and other data privacy benchmarks. Hightouch Agents extend the company’s vision for marketing AI by helping marketers access and act on intelligence faster. Future updates will expand agent capabilities into experimentation, content generation, and project management, further unifying marketing workflows under one intelligent context layer.With Agents, Hightouch is bringing the power of AI directly into the marketer’s workflow. According to <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/guptakashish/">Kashish Gupta,</a> Co-Founder and Co-CEO of Hightouch, marketers no longer need to switch between tools or wait on data teams for these vital answers. Hightouch Agents make it possible to ask a question, get an informed answer, and take action instantly – all powered by the same trusted data foundation.<h3 id="evolving-cdp-for-the-agentic-era">Evolving CDP for the agentic era</h3>I’ve been watching CDPs with a close eye over the last few years as they’ve been tapped as critical layers in composable stacks and folded into the broader vision for a complete DXP. As Brian echoed, the category has always been a little “funny,” because it’s comprised of a hardcore data infrastructure that’s collecting behavioral events, processing them into identities, and pushing them around the ecosystem – all facets of data engineering. None of this tooling is really designed for marketers, so CDPs try to bridge the gap between engineering and enablement in what Brian calls “unnatural bedfellows.” And for better or worse, that’s sold as a CDP. But he sees the marketing side of the equation as fertile ground for scaling agentic workflows and capabilities – and that’s not necessarily a CDP story.“What we see happening increasingly is that other layer, the more marketer-facing layer, is a place where agents can be really, really powerful and augmentative of those self-serve workflows,” he said. “But it doesn't really stop there. I would say the big insight that is driving Hightouch’s Agent development is actually quite separate from the CDP.”To Brian’s point, marketers don’t actually live in the martech tools they use. They’re typically swimming in Google Sheets and Asana – so a lot of the work they need to do spans technology barriers. “People don't actually log into their email tool of their Meta back end all that much,” he said. “They work in spreadsheets. They work in Docs and project management tools. And it's all these myriad steps and procedures and handoffs and arguments and just waiting that's all happening. Where Agents get really exciting is in their ability to collapse so much of that.”And it’s a lot of stuff that’s creating cognitive overload for marketers. Between briefing agencies, begging data teams for metrics, and assembling weekly reports for stakeholders, they're overwhelmed. It’s in these areas that Brian and Hightouch see untapped potential for AI agents to ease the friction. “We think agents will do for marketers what they’ve already done for software engineers,” Brian said. “That's the real Nirvana we're pursuing.”<h3 id="built-with-composability-at-its-core">Built with composability at its core</h3>One of the big distinctions with Hightouch Agents is that they operate independently of its CDP. In other words, you don’t need their complete customer data platform to harness its Agents in your existing stack. This is a testament to the company’s core composability, but also a conscious decision to make it more portable and accessible to marketers – regardless of how their technologies are composed.  “What we observe a lot of our peers doing is forcing these huge software migrations in their core platform with unfair pricing mechanics and migration mechanics to get access to them,” Brian said. “We don't think that's right, and we don't think it’s actually necessary at a technology level. You should be able to unleash the benefits of Hightouch Agents across your whole workflow without having to change your whole underlying tech stack and all the decisions you've made previously.”As Brian went on to say, customers have that option, and Hightouch will offer some efficiencies with bundled pricing to make it a more compelling offer. But that’s not the central strategy. The bottom line is really a practical one, where enterprise IT teams want best-of-breed technologies without the pain of ripping out everything else. In his mind, the future is comprised of heterogeneous enterprise technology environments, and they don't want to make it hard to adopt Hightouch on any level. “If you want Agents, come knock on our front door,” he said. “We'll give you Agents, and they'll sit alongside everything else you're already doing, just like with our CDP.”<h3 id="the-verdict">The verdict</h3>Marketers, by their very nature, are a scrappy bunch. They're creative, driven, and often do their best work under pressure. But there's a breaking point. Right now, they’re under excruciating pressure to break through the noise and produce results – and they’re being crushed by dozens of tools that aren’t providing the insights they need. How can they be effective with so much to juggle? Agents offer a salve for the cognitive overload, and I’m already seeing that pay dividends in other platforms. But marketers need the next wave of intelligent AI assistants to be ready for battle, and that’s where Hightouch is bringing its purpose-built agents to the front lines. Imbued with a real understanding of marketing functions – and powered by your warehouse data and marketing stack – you now have the business context and an effective toolset for automating and executing with real impact.Can you achieve 10x speed? That remains to be seen. But given the precision that Hightouch Agents are promising and the agility to receive the answers and insights you're after, it seems less of a possibility and more of a probability. The bottom line is that marketers need the boost – and this could be part of the answer. One of the big gripes about agentic features is the need to migrate fully to a vendor’s platform to harness the features. By taking a composable approach that mitigates a wholesale migration, Hightouch is amplifying its extensibility with a real edge. They're also opening up a roadmap for future agent capabilities and delivering it with more flexibility and control.Trust is a key part of any AI strategy, and vendors will need to deliver on that. Given its focus on data and its integrity, Hightouch Agents have the best shot at reflecting the company’s ethos, and its mission for bringing trustworthy AI to the marketer’s workflow with intelligent, adaptive, and creative potential.Agents are making the promise of AI tangible and valuable, and Hightouch is moving in a solid direction. You can schedule a demo of these new features <a target="_blank" rel="noopener noreferrer" href="https://hightouch.com/platform/agents">on their website.</a> <hr /><h4 style="text-align:center" id="looking-for-more-guidance-on-hightouch?-talk-to-an-expert.">Looking for more guidance on Hightouch? <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/contact">Talk to an expert.</a></h4><hr /> <h3 id="upcoming-events">Upcoming Events</h3> <img style="width:29.67%" src="https://cmscritic.com/ms-content/uploads/2025/10/image-1761136749603.png" /><h4 id="live-webinar:-can-we-ever-get-composable-without-complexity?"><a target="_blank" rel="noopener noreferrer" href="https://umbraco.com/webinar-cmscritic">Live Webinar: Can We Ever Get Composable Without Complexity?</a></h4>November 20, 2025 – 6 PM (CET) / 5 PM (GMT) / 12 PM (EST)Composable architecture promised to simplify digital experience creation by giving organizations the flexibility to combine the technologies that met their needs. But for many enterprises, it’s done the opposite, which has led to complex integrations, spiraling costs, and what some are now referring to as composable regret. In this live conversation, Umbraco CEO Mats Persson joins Matt Garrepy, Chief Content Officer at CMS Critic, for a candid exploration of what went wrong in the first wave of composable and what needs to change. <a target="_blank" rel="noopener noreferrer" href="https://umbraco.com/webinar-cmscritic">Register for the webinar.</a> <img style="width:29.08%" src="https://cmscritic.com/ms-content/uploads/2025/10/image-1761594434824.png" /><h4 id="typo3-conference-2025"><a target="_blank" rel="noopener noreferrer" href="https://t3con.typo3.com/">TYPO3 Conference 2025</a></h4>November 25–27, 2025 – Düsseldorf, GermanyT3CON is the premier annual event for web professionals, developers, marketers, and decision-makers. Much more than just a TYPO3-focused conference, T3CON spotlights the latest trends, innovations, and leaders shaping the future of content management, covering everything from grassroots initiatives to new technologies, strategies, and success stories. The event is designed to empower businesses and organizations with the knowledge and tools they need to thrive in the evolving digital landscape. The conference culminates in an awards ceremony celebrating the best TYPO3 projects across various industries. <a target="_blank" rel="noopener noreferrer" href="https://t3con.typo3.com/">Get your ticket.</a> <img style="width:31.44%" src="https://cmscritic.com/ms-content/uploads/2025/08/cms-kickoff-2026-logo.png" alt="" /><h4 id="cms-kickoff-2026"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">CMS Kickoff 2026</a></h4>January 13-14, 2026 – St. Petersburg, FLMeet industry leaders at our fourth annual CMS Kickoff – the industry's premier global CMS event. Similar to a traditional kickoff, we reflect on recent trends and share stories from the frontlines. Additionally, we will delve into the current happenings and shed light on the future. Prepare for an unparalleled in-person CMS conference experience that will equip you to move things forward. This is an exclusive event – space is limited, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">so secure your tickets today.</a>

Hightouch Launches High-Performance Agents to Help Marketers Move 10x Faster

<hr /> Every conversation I'm having right now with vendors, agencies, and enterprises is squarely focused on agentic AI. Without question, it represents a game-changing initiative for organizations as they look to transform their operations – and prepare for the promise of the agent-to-agent ecosystem.While I've been steadily tracking the evolution of digital experience platforms and their customer data layers, I've also been paying close attention to the pure-play CDPs and data platforms, each of which is leveraging its composable position and innovating in unique ways. As the data warehouse takes on an even more strategic role in the AI landscape, we're seeing more transformation – and faster. That's certainly been the case with <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/hightouch">Hightouch</a>, a composable CDP and AI decisioning platform that's keenly focused on activating data warehouses to power personalized marketing. They've been aggressively solving some of the key operational challenges within the data channel, adding <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/hightouch-adds-new-ai-powered-adaptive-identity-resolution-to-its-cdp">AI-Powered Adaptive Identity Resolution</a> to its CDP, and even <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/hightouch-partners-with-narrative-io-to-power-multi-vendor-identity-resolution-and-activation">partnering with Narrative I/O and Snowflake</a> to provide multi-vendor identity resolution and activation.Hightouch is definitely blazing its own trail, ignited by an <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/u-cant-touch-this-cdp-hightouch-nails-80m-series-c-to-power-its-ai-decisioning">$80 million Series C</a> that closed earlier this year. While AI decisioning continues to be a key emphasis (and a category we're following with several other vendors), the company is driving its position as a data and AI agent platform for marketers. With agentic AI exploding at the seams – and the potential for extending agents beyond vendor ecosystems – it's clear that Hightouch is making a strong play as it telegraphs its differentiated value in this area. Now, it's adding the right talent to lead the charge by bringing an AI heavy hitter to its ranks. Announced today, <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/akilesh-bapu-24b333258/">Akilesh Bapu,</a> co-founder and former CEO of <a target="_blank" rel="noopener noreferrer" href="https://www.deepscribe.ai/">DeepScribe</a>, has joined Hightouch as Head of AI Product Development. Bapu will lead the company’s AI product strategy, focusing on the development of autonomous, context-aware marketing agents that leverage Hightouch’s Composable CDP foundation.<h3 id="adding-an-ai-luminary-to-the-team">Adding an AI luminary to the team</h3>AI talent acquisition is fast becoming a key strategy for organizations, with leading tech brands like Meta and OpenAI <a target="_blank" rel="noopener noreferrer" href="https://www.cnbc.com/2025/09/06/ai-talent-war-tech-giants-pay-talent-millions-of-dollars.html">spending hundreds of millions</a> on human capital to drive their strategies. Successful experience and demonstrable outcomes are key fixtures on the resumes of many candidates entering these roles, which makes the playing field much tighter – and incredibly competitive. Bapu is a rare gem in the AI talent pool. His technology credentials certainly put him at the top of the ladder, but they're bolstered by his proven business acumen. During his tenure at DeepScribe, he helped pioneer a medical AI solution that provides ambient clinical documentation by listening to patient-provider conversations in real time. Based on the input, DeepScribe automatically generates accurate medical notes that integrate into electronic health records, helping doctors save time and focus more on patient care.It's clear that governance, compliance, and trust were key considerations for Bapu and his team at DeepScribe. The sensitivity to a highly regulated intersection of AI and healthcare data has equipped him with the added muscle for managing risk relative to data privacy. No small task.As CEO, he also successfully built DeepScribe's growth strategy, leading multiple funding rounds and scaling the business through partnerships with major health systems. His work has established him as one of the foremost executives in applied AI, and he sees ample opportunity for leveraging his experience with Hightouch.A graduate of the esteemed UC Berkeley College of Engineering, Bapu was previously an NLP research scientist at <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/company/19024048/">Berkeley Artificial Intelligence Research</a>, where he focused on deep learning. He even has some Apple DNA in his work history. He is also a <a target="_blank" rel="noopener noreferrer" href="https://cts.businesswire.com/ct/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.forbes.com%2Fprofile%2Fdeepscribe%2F&amp;esheet=54331279&amp;newsitemid=20251001835418&amp;lan=en-US&amp;anchor=Forbes+30+under+30+honoree&amp;index=1&amp;md5=a5a00a53af80fed5a4be049367454795">Forbes 30 under 30 honoree</a>. <h3 id="powering-context-aware-marketing-agents">Powering context-aware marketing agents</h3>As we know in the CMS category, context is now driving the AI horizon. The same is true for CDP, where marketing presents a uniquely powerful domain for agentic AI. This is due to its closed-loop posture, which supports workflows that are fully autonomous and continuously optimized against enterprise data. Context-aware marketing agents are intelligent systems. They use AI to collect and interpret real-time data about a customer's behaviors, or "context," to deliver highly personalized and relevant marketing actions. Unlike traditional chatbots that use predefined scripts, these agents can adapt their behavior by remembering past interactions, analyzing user intent, and integrating data from various sources. CDPs (at least the best ones) are designed with scale as a cornerstone. With integrations across leading data platforms – including <a target="_blank" rel="noopener noreferrer" href="https://www.snowflake.com/en/">Snowflake</a>, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/databricks">Databricks</a>, and <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/google-cloud-platform">Google</a> – Hightouch is positioned to bring its enterprise-grade context to agentic reasoning, and do it at incredible scale. This could provide significant value to brands that are banking on agentic strategies to help drive the future of their personalized marketing by leveraging unfettered access to data. “As foundation models rapidly commoditize, the real breakthroughs will emerge at the application layer,” said Bapu. “Hightouch’s combination of deep enterprise data access and agentic reasoning creates the conditions for AI marketing agents that not only assist, but truly operate autonomously to drive measurable outcomes.”<h3 id="why-it-matters">Why it matters</h3>Hightouch is already setting a high bar in the pure-play CDP category. They are reimaging their place in the space with a compelling vision for AI and how agents can be harnessed across the data landscape. As a composable solution, Hightouch is uniquely positioned with the modularity and flexibility to accelerate innovation as enterprises push into new areas with agentic AI. Now, with a proven talent like Bapu shaping its AI product strategy, the company has assembled a dynamic foundation to challenge the market with its differentiated value.Context-aware marketing agents represent an evolutionary step in AI-powered agentic capabilities. They're a big part of this story, providing a continuous cycle of perceiving, analyzing, and acting that can elevate hyper-personalized marketing strategies in compelling ways. With the increased efficiency and scale, brands can harness these agents to make smarter, faster decisions while tapping autonomous workflows that are continuously optimized against enterprise data. By investing in a visionary roadmap for their applications, Hightouch can pull further ahead – and lay the framework for future capabilities. Hightouch is also being steered by a young, brilliant, and fiery leadership team that's focused on disruption. Bapu is cut from the same cloth, and the combined resources could deliver a powerhouse braintrust for new ideas that are accelerated by an AI-centric posture. And bringing in a talent at Bapu's level is sending a strong signal to the market about their overall confidence.“Akilesh’s track record of building transformative AI products and his conviction around the future of agentic workflows make him an extraordinary addition to the team,” said <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/tejasmanohar/">Tejas Manohar,</a> co-founder and CEO of Hightouch. “Together, we’re building the most advanced AI marketing agents in the industry.”Data is at the center of everything. To compete, modern brands need this kind of forward-thinking technology in their composable stacks to power what's next in the agentic race – and Hightouch just leveled up. While the roadmap has arguably been amplified with Bapu's addition, you should still focus your evaluation on core capabilities relative to your goals and consider the pricing model based on your anticipated scale. But Hightouch should be on your short list.  <hr /><h4 style="text-align:center" id="looking-for-guidance-on-hightouch?-talk-to-an-expert.">Looking for guidance on Hightouch? <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/contact">Talk to an expert.</a></h4><hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:31.61%" src="https://cmscritic.com/ms-content/uploads/2025/08/storyblok-joyconf-2025-logo.jpg" /><h4 id="storyblok-joyconf-2025"><a target="_blank" rel="noopener noreferrer" href="https://joyconf.storyblok.com/">Storyblok JoyConf 2025</a></h4>October 14-15, 2025 – Amsterdam, Netherlands November 4, 2025 – New York, NY November 6, 2025 – Los Angeles, CAJoin us at JoyConf 2025, where the future of content meets the people shaping it. Built for developers, marketers, and digital innovators, this free conference goes way beyond product updates or yet another strategy playbook. It’s where you’ll get inspired, get real, and get connected – to ideas, to the community, and to what’s possible when you build joyfully. Whether you're building lightning-fast frontends or launching cross-channel campaigns, this is where content becomes connection and collaboration becomes second nature. Come for the talks. Stay for the community. Leave with joy. <a target="_blank" rel="noopener noreferrer" href="https://joyconf.storyblok.com/">Save your spot.</a> <img style="width:28.9%" src="https://cmscritic.com/ms-content/uploads/2025/08/sitecore-symposium-2025.jpg" /><h4 id="sitecore-symposium-2025"><a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Sitecore Symposium 2025</a></h4>November 3-5, 2025 – Orlando, FLAt Sitecore Symposium, you’ll learn how to meet your customers where they are – across channels, moments, and touchpoints that didn’t exist a year ago. You’ll hear how the boldest brands in the world are transforming content into outcomes and creating experiences that are fast, relevant, and human. Join 1,500 marketers, digital leaders, and technologists in Orlando to see what’s possible when personalization scales, AI accelerates creativity, and trust becomes your competitive edge. This is the Third Wave of the Internet. And this is your moment to lead in it. <a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Get your tickets today.</a> <img style="width:31.44%" src="https://cmscritic.com/ms-content/uploads/2025/08/cms-kickoff-2026-logo.png" alt="" /><h4 id="cms-kickoff-2026"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">CMS Kickoff 2026</a></h4>January 13-14, 2026 – St. Petersburg, FLMeet industry leaders at our fourth annual CMS Kickoff – the industry's premier global CMS event. Similar to a traditional kickoff, we reflect on recent trends and share stories from the frontlines. Additionally, we will delve into the current happenings and shed light on the future. Prepare for an unparalleled in-person CMS conference experience that will equip you to move things forward. This is an exclusive event – space is limited, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">so secure your tickets today.</a>

Hightouch Taps AI Luminary Akilesh Bapu to Accelerate Push into Context-Aware Marketing Agents

<hr /> Today’s marketers and brands need unfettered control over their data. They want to own and access it quickly and securely. To power that thirst for agency and extensibility, they need more consented ID backing them up. But getting there requires a cost-conscious solution that utilizes the most trusted connections across multiple providers – without the friction of any duplication.Now, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/hightouch-adds-new-ai-powered-adaptive-identity-resolution-to-its-cdp">Hightouch</a>, a composable CDP and AI Decisioning platform, has launched a new composable identity partnership with <a target="_blank" rel="noopener noreferrer" href="https://www.narrative.io/">Narrative I/O</a> that shows real potential for combining the best in data, technology, and governance.Hightouch continues to push the innovation boundaries with its customer data solutions. The company has been deploying new features regularly, including <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/hightouch-adds-new-ai-powered-adaptive-identity-resolution-to-its-cdp">AI-powered adaptive identity resolution</a> capabilities. By leveraging Narrative I/O’s data collaboration features, they’re now enabling marketers and media networks to assemble <a target="_blank" rel="noopener noreferrer" href="https://aws.amazon.com/neptune/identity-graphs-on-aws/">identity graphs</a> by combining first-party data with over 30 third-party identity providers – directly and seamlessly in <a target="_blank" rel="noopener noreferrer" href="https://www.snowflake.com/en/">Snowflake's</a> AI-powered Data Cloud.With this connection, brands and teams can activate audiences at scale across a massive cache of over 250 marketing channels, all while maintaining strict data governance controls.“Our customers consistently asked for more control over their identity data and activation strategies,” said <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/guptakashish/">Kashish Gupta,</a> Co-Founder and Co-CEO at Hightouch. “Our Composable Identity partnership with Narrative and Snowflake answers that call – enterprises own their data, control their identity graph, and can activate audiences how they choose while maintaining strong governance over data use. It's about giving power back to the customer.”Composable strategies are still raging, particularly in the age of agentic AI. This is reflected in the <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/an-alliance-for-ai-to-unlock-trusted-agent-to-agent-ecosystems-the-mach-alliance-is-evolving">MACH Alliance’s positioning</a>, crystallizing how organizations are relying on composable, cloud-native solutions to drive AI transformation and enable greater control over data and activation. The Narrative I/O partnership also reinforces what Hightouch sees as a shift in adtech and martech away from single-vendor lock-in and dependency.There’s an important distinction with the Hightouch/Narrative I/O partnership that's worth pointing out. With most traditional identity providers, customer data is treated as a proprietary asset. But this unified solution is challenging the status quo with a deep emphasis on transparency, flexibility, and control – giving enterprises true ownership over their most valuable asset: customer data.<h3 id="powering-data-collaboration-with-identity-graphs">Powering data collaboration with identity graphs</h3>We’ve talked about identity graphs in previous articles. But it’s worth a quicker refresher given their relevant value to CDPs, data warehouses, and the goal of enhancing 360° views of customers. Identity graphs are handy tools that offer a unified picture of customers and prospects based on their interactions with a product or website across a set of devices and identifiers. They’re designed for scale, and commonly used for targeting real-time personalization and advertising across millions of users. Identity graphs are another critical resource in the pursuit of understanding the customer journey. By linking multiple types of identifiers, graphs can shape a complete view of the customer, store profile data, and easily connect new consumer identifiers to profiles. They can also be used to build CDP solutions with an emphasis on data privacy regulation and other forms of compliance. As a forward-thinking data collaboration platform, Narrative I/O enables enterprises to build, own, and control custom identity graphs using multiple best-in-class providers directly in their data warehouse – and they do it for leading brands like Afterpay/Block and Fanatics. Now, by partnering with Hightouch to deliver a composable identity solution, they’re enabling enterprises with more freedom and domain via multi-vendor identity resolution and activation.  "The enterprise identity market has been broken by vendors who want to own your data and limit how you use it," said <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/tim-mahlman/">Tim Mahlman,</a> CEO of Narrative I/O. “We built Composable Identity because enterprises should control their identity graphs in their own infrastructure. But ownership without activation is just expensive data storage. Our partnership with Hightouch gives you a transparent identity graph combined with sophisticated orchestration capabilities to actually put that data to work across your entire marketing and advertising stack.”<h3 id="key-capabilities-of-a-composable-identity-solution">Key capabilities of a composable identity solution</h3>There are a few big benefits with the Hightouch/Narrative I/O partnership, starting with the core ability to create third-party identity graphs with multiple vendors. Using combined resources, enterprises will be able to deploy their own composable identity graph by combining first-party data with a wide range of purpose-built solutions through cost-optimized enrichment, accessing credit card tokens, demographic data, and specialized global providers.At the data warehouse level, enterprises will also be capable of building and controlling custom identity graphs directly in their cloud data platform with full transparency into matching logic, data quality, freshness, and match rates – all with no vendor lock-in or proprietary systems. This complete ownership in Snowflake provides further confidence at a foundational level. As mentioned, there are over 250 channels where enterprises can activate identity-enhanced audiences across web, mobile, email, and paid media platforms using <a target="_blank" rel="noopener noreferrer" href="https://hightouch.com/docs/customer-studio/usage">Hightouch’s visual audience builder</a> and <a target="_blank" rel="noopener noreferrer" href="https://hightouch.com/integrations">extensive integrations.</a> This offers comprehensive activation and scale that can meet the growing demands of marketing and media networks.Finally, to tackle data misuse and enhance global compliance, this composable identity partnership will provide automated governance at every layer with built-in compliance guardrails – leveraging Narrative's automated data usage controls, Snowflake's built-in data governance, and Hightouch's consent management.“Whether we are talking about marketers or media networks, privacy legislation and signal loss are impacting the ability to activate at scale across channels and attribute disparate impressions to outcomes to validate investment," said <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/davidallenwells/">David Wells,</a> Industry Principal, Advertising and Marketing Technology at Snowflake. “The future of owned and paid media is a federation of data and identity; consented linkages that are stitched together and packaged with an intuitive audience builder that allows optimal performance as well as ownership of one's own graph.”<h3 id="the-verdict">The verdict</h3>Hightouch has already been challenging the definition of the CDP space with its unique approach to AI decisioning and 1:1 AI agent model for lifecycle marketing. Its foundational modularity is providing a good deal of flexibility to composable enterprise stacks, and its continued concentration on yielding value at the data warehouse layer is a key consideration for enterprises looking to enrich their customer data strategies.The benefits of having an identity graph solution are evident. Leading brands are motivated to own their data assets, and having a partnership with Narrative I/O that enables this at scale across multiple vendors and channels is a win-win. Further, the emphasis on security, governance, and compliance reinforces the value play for global organizations with a variety of data privacy and regulatory concerns. If you’re evaluating CDPs, composability and interoperability should be primary considerations, as well as the flexibility and extensibility afforded by a clear agent-driven strategy. But the real proof is in the customer pudding and how the investment is translating into value. If you’re looking for examples of how Hightouch is unlocking this, I’ve previously mentioned their <a target="_blank" rel="noopener noreferrer" href="https://hightouch.com/customers/petsmart">case study for PetSmart,</a> which powers the personalization story and pays it off with double-digit growth.  <figure class="media"><div data-oembed-url="https://www.youtube.com/watch?v=8y6yHkPMg6w"><div style="position:relative;padding-bottom:100%;height:0;padding-bottom:56.2493%"><iframe src="https://www.youtube.com/embed/8y6yHkPMg6w" style="position:absolute;width:100%;height:100%;top:0;left:0" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe></div></div></figure> From a pricing perspective, Hightouch offers a composable, usage-based approach that challenges the legacy MTU model and user-seat dependency. As usage grows, your costs go down – so they’re delivering value at scale over the long haul. Overall, Hightouch continues to set a high bar. Whether you’re interested in leveraging their AI Decisioning or Composable CDP, it’s worth a demo and some homework around your current infrastructure and your long-term goals.  <hr /><h4 style="text-align:center" id="looking-for-guidance-on-hightouch?-talk-to-an-expert.">Looking for guidance on Hightouch? <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/contact">Talk to an expert.</a></h4><hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:31.61%" src="https://cmscritic.com/ms-content/uploads/2025/08/storyblok-joyconf-2025-logo.jpg" /><h4 id="storyblok-joyconf-2025"><a target="_blank" rel="noopener noreferrer" href="https://joyconf.storyblok.com/">Storyblok JoyConf 2025</a></h4>October 14-15, 2025 – Amsterdam, Netherlands November 4, 2025 – New York, NY November 6, 2025 – Los Angeles, CAJoin us at JoyConf 2025, where the future of content meets the people shaping it. Built for developers, marketers, and digital innovators, this free conference goes way beyond product updates or yet another strategy playbook. It’s where you’ll get inspired, get real, and get connected – to ideas, to the community, and to what’s possible when you build joyfully. Whether you're building lightning-fast frontends or launching cross-channel campaigns, this is where content becomes connection and collaboration becomes second nature. Come for the talks. Stay for the community. Leave with joy. <a target="_blank" rel="noopener noreferrer" href="https://joyconf.storyblok.com/">Save your spot.</a> <img style="width:28.9%" src="https://cmscritic.com/ms-content/uploads/2025/08/sitecore-symposium-2025.jpg" /><h4 id="sitecore-symposium-2025"><a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Sitecore Symposium 2025</a></h4>November 3-5, 2025 – Orlando, FLAt Sitecore Symposium, you’ll learn how to meet your customers where they are – across channels, moments, and touchpoints that didn’t exist a year ago. You’ll hear how the boldest brands in the world are transforming content into outcomes and creating experiences that are fast, relevant, and human. Join 1,500 marketers, digital leaders, and technologists in Orlando to see what’s possible when personalization scales, AI accelerates creativity, and trust becomes your competitive edge. This is the Third Wave of the Internet. And this is your moment to lead in it. <a target="_blank" rel="noopener noreferrer" href="https://symposium.sitecore.com/">Get your tickets today.</a> <img style="width:31.44%" src="https://cmscritic.com/ms-content/uploads/2025/08/cms-kickoff-2026-logo.png" alt="" /><h4 id="cms-kickoff-2026"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">CMS Kickoff 2026</a></h4>January 13-14, 2026 – St. Petersburg, FLMeet industry leaders at our fourth annual CMS Kickoff – the industry's premier global CMS event. Similar to a traditional kickoff, we reflect on recent trends and share stories from the frontlines. Additionally, we will delve into the current happenings and shed light on the future. Prepare for an unparalleled in-person CMS conference experience that will equip you to move things forward. This is an exclusive event – space is limited, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmskickoff26">so secure your tickets today.</a>

Hightouch Partners with Narrative I/O to Power Multi-Vendor Identity Resolution and Activation

<hr /> It’s a data swamp out there, and brands are trudging through it. With customer data sprawled across a multitude of devices, platforms, and identities, enterprises are struggling to unify the chaos, glean meaningful insights, and create more personalized experiences.As people engage via a widening channel of digital touchpoints, unifying disjointed customer records has become a huge blocker. While features in CDPs and data warehouses have provided a salve, the use of <a target="_blank" rel="noopener noreferrer" href="https://hightouch.com/blog/identity-resolution-tools">identity resolution tools</a> – software solutions that link customer data points across different systems – has become an essential resource for keeping the mud off your boots.But when the data picture is incomplete, things get fuzzy. This is where <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/hightouch">Hightouch</a> is sharpening the details with precision and giving marketers more reliable insight. The composable CDP and AI decisioning platform just introduced probabilistic Identity Resolution, an adaptive feature of Hightouch’s powerful warehouse-native customer data platform that combines AI with deterministic logic to fill in the gaps of fragmented profiles. This new capability introduces what Hightouch calls “multi-zone” identity resolution, which enables businesses to jump between high-confidence deterministic matching and higher-reach probabilistic matching within a single project setup. In this sense, it combines the best of both worlds in one unified solution within the CDP.“Most identity resolution tools are either rigid or opaque,” said <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/tejasmanohar/">Tejas Manohar</a>, Co-Founder and Co-CEO of Hightouch. “We’ve built something entirely new, a multi-zone identity engine that lets customers toggle between high-confidence deterministic graphs and higher-reach probabilistic graphs, without sacrificing transparency or control.”<h3 id="determining-the-probabilities-with-ai">Determining the probabilities with AI</h3>We live in an ever-expanding world of digital touchpoints, and consumers are engaging across a litany of devices and channels. With so much data in so many places, brands are struggling to capture clean and accurate customer data from a disjointed mountain of customer records, which is eroding the effectiveness of marketing and personalization.While identity resolution helps cut through the chaos, it has inherent challenges relative to the use case. Transactional emails, for example, perform best with high-confidence deterministic matching. Meanwhile, things like ad targeting work best with high-reach probabilistic matching. With Hightouch, you can use the right method for the right use case. Toggle to deterministic identity resolution to leverage exact matches with identical email addresses or phone numbers. Jump to probabilistic identity resolution and utilize machine learning models to infer connections between similar (but not identical) records. This can include linking a nickname and personal email to a business identity to help fill a gap.<h3 id="powerful-identity-resolution-features">Powerful identity resolution features</h3>While other platforms offer probabilistic matching, Hightouch is the first to make both probabilistic and deterministic resolution fully configurable, transparent, and warehouse-native. This enables brands to control their identity resolution logic, optimize for different downstream use cases, and preserve data ownership at every step. Features of Hightouch's adaptive Identity Resolution include its noted multi-zone matching, which enables users to adjust confidence levels up for precision or down for reach. Now you can shift your deterministic and probabilistic resolution in parallel depending on your use case. It's also highly configurable and transparent, allowing you to fine-tune your matching logic, inspect machine learning decisions, and customize golden record logic without code.Hightouch's warehouse-native architecture also allows users to perform identity resolution on their complete data, directly in the data warehouse. No need to move data into a separate CDP or black box – it's all handled in one place, and it's all configurable and transparent. With Hightouch's real-time activation, you can put merged profiles to work instantly across ads, email, customer success, and more through its deep integration ecosystem. As Hightouch contends, this isn’t a “one-size-fits-all algorithm” they’re applying, but an intelligent, transparent framework that evolves with your business needs. And with AI inside the warehouse, identity resolution steps up from being just a hygiene task to a strategic advantage.<h3 id="the-verdict">The verdict</h3>Identity resolution tools have been around for a while at both a warehouse-native and black box level, providing options that are native and outside an organization’s data stack. Proximity aside, there are implicit limitations that are exacerbated by the growing number of data sources and disjointed customer records. Hightouch is endeavoring to solve this problem with its novel multi-zone identity engine. What’s key is that customers have more power to switch between deterministic and probabilistic graphs to achieve a more complete picture and attain greater confidence. There's more control over use cases for high confidence or high reach, and this could deliver more value to marketing teams as they focus more on personalization.The artificial intelligence piece is also pivotal, unlocking more scale and potential as the lakes of data continue to grow. But this investment in AI-powered solution is precisely what’s putting this platform on the map. Hightouch is still “riding high” as it innovates along its AI decisioning capabilities, which earned it an <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/u-cant-touch-this-cdp-hightouch-nails-80m-series-c-to-power-its-ai-decisioning">$80 million Series C last February.</a>Earlier this year, I spoke with Hightouch’s <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/hightouch-taps-adam-greco-as-product-evangelist-strengthening-its-leadership-in-composable-cdps">Product Evangelist, Adam Greco,</a> about the evolution of the company’s composable CDP and how it’s challenging the category. As I observed at the time, Hightouch is plotting a unique course, and this latest foray into native, AI-powered identity resolution is further evidence of that.  <hr /><h4 style="text-align:center" id="looking-for-guidance-on-hightouch?-talk-to-an-expert.">Looking for guidance on Hightouch? <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/contact">Talk to an expert.</a></h4><hr /> <h3 id="upcoming-events">Upcoming Events</h3> <img style="width:31.83%" src="https://cmscritic.com/ms-content/uploads/2025/01/cms-connect-2025-logo.png" alt="" /><h4 id="cms-connect-25"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">CMS Connect 25</a></h4>August 5-6, 2025 – Montreal, CanadaWe are delighted to present the second annual summer edition of our signature global conference dedicated to the content management community! CMS Connect will be held again in beautiful Montreal, Canada, and feature a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. Join vendors, agencies, and customers from across our industry as we engage and collaborate around the future of content management – and hear from the top thought leaders at the only vendor-neutral, in-person conference exclusively focused on CMS. Space is limited for this event, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">so book your seats today.</a>

Hightouch Adds New AI-Powered Adaptive Identity Resolution to its CDP

U Can’t Touch This CDP: Hightouch Nails $80M Series C to Power its AI Decisioning

CMS Summit 26

Find out at CMS Summit 26, May 12 - 13 in Frankfurt, Germany

What's ahead for CMS in the agentic era?

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<hr /> Since 2018, <a target="_blank" href="https://cmscritic.com/products/hightouch">Hightouch</a> has been “high touch” when it comes to data. The pioneering composable customer data platform (CDP) and AI decisioning company has been on a tear recently, doubling its revenue<a target="_blank" href="https://getlatka.com/companies/Hightouch"> </a>and growing its team.Hightouch is finding success with enterprises that prefer flexible, composable alternatives to traditional CDPs, which are often plagued by rigid and costly infrastructures. By leveraging data and AI across their organization, Hightouch enables its users to deliver personalized customer experiences, optimize performance marketing, and move faster.This unique approach – turning data warehouses into marketing engines – has earned it a growing list of high-profile customers, including PetSmart, Warner Music Group, Calendly, Spotify, and GameStop.Now, Hightouch is tapping the human power of a seasoned analytics veteran and industry thought leader as it aims to drive more growth. Today, the company announced that it has hired <a target="_blank" href="https://www.linkedin.com/in/adamgreco/">Adam Greco</a> as Product Evangelist, where he will focus on supporting Hightouch's mission to empower marketing and data teams.If you're “tuned in” to the data and analytics space, Adam's name needs little introduction. With more than two decades of experience driving innovation and strategy in the field, he's been shaping the roadmap at leading tech firms like <a target="_blank" href="https://cmscritic.com/products/salesforce">Salesforce</a> and Omniture – which was <a target="_blank" href="https://techcrunch.com/2009/09/15/breaking-adobe-to-acquire-omniture-for-approximately-1-8-billion/">acquired in 2009 by Adobe</a> for $1.8 billion. In the wake of that acquisition, Adam wrote the definitive book on Adobe Analytics. During his most recent tenure at <a target="_blank" href="https://cmscritic.com/products/amplitude">Amplitude</a> – a leading product analytics platform provider – I spoke with Adam about the evolution of CDP, the value of data, and how critical these technologies are within the stack. "CDPs should be more insights and analytics-driven, capable of looking at problems in experiences," he said. “Every vendor will need a CDP of some kind because they want to collect data from every touchpoint: mobile apps, OTT, web, etc. Pulling it all together and creating action is key.”<h3 id="doubling-down-on-growth-and-disruption">Doubling down on growth and disruption</h3>At its core, Hightouch is a data activation platform that specializes in synchronizing customer data from data warehouses into a variety of high-utility tools. These include CRMs, email and marketing automation platforms, and advertising networks (to name a few). Founded in 2018 by <a target="_blank" href="https://www.linkedin.com/in/joshcurl/">Josh Curl</a>, <a target="_blank" href="https://www.linkedin.com/in/guptakashish/">Kashish Gupta</a>, and <a target="_blank" href="https://www.linkedin.com/in/tejasmanohar/">Tejas Manohar</a>, Hightouch started life outside the CDP boundaries as a travel booking Slackbot. The company pivoted during COVID-19 circa 2020, after developing reverse ETL technology to sync data from warehouses to SaaS tools. The move to the CDP space has certainly proven lucrative: the space is projected to grow to $15.3 billion by 2026.Since the transition, Hightouch has been enabling organizations to transform high-value data assets into actionable insights and strategies without the need for extensive engineering. This is accomplished through an elegant suite of no-code features – making data activation easier, so almost anyone can build audiences, orchestrate customer journeys, and uncover customer insights.As of 2024, Hightouch has <a target="_blank" href="https://sacra.com/c/hightouch/">raised over $92 million</a> across its Series A and B. Powered by this funding, the company has invested heavily in advanced AI and machine learning capabilities, unlocking even more opportunities for marketers to activate their data and drive measurable results. Hightouch positions itself as an alternative to more traditional CDPs like Twilio's <a target="_blank" href="https://cmscritic.com/twilio-acquires-segment-for-3-2b-adds-market-leading-cdp-for-building-data-driven-apps">Segment</a>, which typically require data to be stored in their proprietary systems. This approach of leveraging existing data warehouses as the central data repository has resonated with companies looking to avoid data duplication and maintain control over their data infrastructure. For this reason, large enterprises like Warner Music Group have chosen Hightouch over a traditional CDP, even after performing a three-year evaluation process.As a CDP, Hightouch has been focusing on AI for quite some time, exploring more efficient ways to automate processes and scale its capabilities across large pools of data. In August of last year, the company announced the launch of <a target="_blank" href="https://hightouch.com/blog/introducing-ai-decisioning">AI Decisioning</a> – its new AI marketing product – which is also available as a <a target="_blank" href="https://www.snowflake.com/en/data-cloud/workloads/applications/native-apps/">Snowflake Native App.</a><h3 id="a-modern-day-legend-in-the-data-world">A modern-day legend in the data world</h3>Adam's arrival comes at a pivotal moment as Hightouch continues to redefine what’s possible for enterprises in the customer data space. As Product Evangelist, he will support Hightouch’s continued expansion and help users unlock the full potential of their data. He will also focus on educating and empowering customers to lean into new data and AI technologies safely and scalably.Adam's career reads like a blueprint for success in the analytics and data industry. As one of Omniture’s first customers and employees, Adam has been at the forefront of digital transformation for decades. His skills include hands-on expertise in online marketing, website design, voice of customer (VOC), and CRM integration with digital analytics. His contributions to the field are vast, and he has helped thousands of marketers optimize their digital experiences. As such, he will likely elevate Hightouch's perception as a market-leading authority. Over the years, Adam has become a trusted voice, sharing his insights as a speaker and board member for several data technology organizations. His leadership roles at companies like Salesforce and <a target="_blank" href="https://cmscritic.com/products/amplitude">Amplitude</a> have further cemented his reputation as an innovator who understands the practical and strategic sides of data. To date, Adam has written over 200 blog posts related to Adobe Analytics. He also penned <a target="_blank" href="https://www.amazon.com/Adobe-SiteCatalyst-Handbook-Insiders-Guide/dp/032185991X">The Adobe SiteCatalyst Handbook: An Insider's Guide</a>, which has enjoyed positive reviews since its original publication over a decade ago. This followed his tenure at Omniture, where Adobe's acquisition revealed its focus on integrating management and metrics to drive its future strategy – and it appears that the deal is still paying off. "I've been through more than anyone on planet." That's how Adam described his 25 years in the Adobe Analytics world. As Adobe's reign over the digital experience space expanded, he consulted around the AEM product and continued to roadmap the critical role of analytics.Adam has also been active in supporting the broader industry. In 2019, he joined Further's <a target="_blank" href="https://www.apolloplatform.com/">Search Discovery</a> practice, where he supported digital analytics customers in doing more with data. He also played an instrumental role in the growth and development of Search Discovery's <a target="_blank" href="https://c212.net/c/link/?t=0&amp;l=en&amp;o=2638129-1&amp;h=2362026&amp;u=https%3A%2F%2Fwww.searchdiscovery.com%2Fapollo%2F&amp;a=Apollo">Apollo</a><a target="_blank" href="https://c212.net/c/link/?t=0&amp;l=en&amp;o=2638129-1&amp;h=1357526835&amp;u=https%3A%2F%2Fwww.searchdiscovery.com%2Fapollo%2F&amp;a=%C2%A0solution"> solution</a> and its related service offerings.“Adam knows what it takes to do digital transformation at the world’s biggest companies, and we’re beyond excited to have his expertise at Hightouch,” said <a target="_blank" href="https://www.linkedin.com/in/briankotlyar/">Brian Kotlyar</a>, VP of Marketing at Hightouch. “He uniquely pairs a big vision with pragmatic, hands-on knowledge of how to make it real for marketers in any company. His passion for helping organizations use data to drive growth aligns perfectly with our mission.”<h3 id="why-it-matters">Why it matters</h3>Hightouch is challenging traditional CDPs and redefining how businesses think about data activation. As the world of marketing and data continues to evolve, the need for scalable, flexible solutions has never been greater. Hightouch’s vision of a composable, AI-driven future is no longer just an ambitious goal – it’s a reality. CDP has also been an incredibly lively sector in 2024, particularly as digital experience platforms (DXPs) have sought to leverage their own capabilities as part of their differentiated value. Most recently, <a target="_blank" href="https://cmscritic.com/products/contentstack">Contentstack</a> – a headless CMS turned composable DXP – <a target="_blank" href="https://cmscritic.com/contentstack-just-acquired-lytics-a-real-time-customer-data-platform-heres-why-it-matters">purchased Lytics</a>, a key player in the customer data landscape.Brass tacks: Adam is an unmatched commodity in the realm of data and analytics. His expertise and leadership will undoubtedly benefit Hightouch and likely lift its brand perception upon his hiring alone. But given his track record, the company can reasonably predict a greater long-term impact on its roadmap.With Greco’s guidance, customers can expect even more innovative solutions to help them stay ahead in an increasingly data-driven world. His deep knowledge and leadership can further solidify Hightouch as a go-to platform for enterprise marketing and data teams seeking to unlock the full potential of their data."I'm thrilled to join Hightouch and help drive the future of data activation," he exclaimed. "The potential to transform how organizations leverage their data is immense, and I'm excited to work alongside the talented Hightouch team to help customers navigate the complexities of modern data infrastructure."CDPs have proven essential to the enterprise stack. As competition and choice escalate, pure-play platforms certainly have their work cut out for them in a fragmented marketplace. But Hightouch continues to differentiate itself against key players like Segment with its composable offering – an asset that will serve them well as they look to further disrupt the competitive landscape. If they maintain those attributes and execute, they might want to consider a new tagline: “Can't touch this.” <hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:30.46%" src="https://cmscritic.com/ms-content/uploads/2024/11/cms-summit-25.png" alt="" /><h4 id="cms-summit-25"><a target="_blank" href="https://www.boye-co.com/conferences/cmssummit25">CMS Summit 25</a></h4>May 13-14, 2025 – Frankfurt, GermanyDon't miss the first European edition of our prestigious international conference dedicated to the global content management community! CMS Summit 25 will bring together top-notch speakers, our renowned learning format, and engaging social events. Hear from leading practitioners like Deutsche Bahn, Dr. Oetker, and more – and join customers, agencies, and CMS vendors as we discuss current trends and what's ahead for the content and digital experience fields. Connect and network at the only vendor-neutral, in-person conference focused on CMS. Space is limited for this exclusive event, <a target="_blank" href="https://www.boye-co.com/conferences/cmssummit25">so book your seats today.</a> <img style="width:31.83%" src="https://cmscritic.com/ms-content/uploads/2025/01/cms-connect-2025-logo.png" alt="" /><h4 id="cms-connect-25"><a target="_blank" href="https://www.boye-co.com/conferences/cmsconnect25">CMS Connect 25</a></h4>August 5-6, 2025 – Montreal, CanadaWe are delighted to present the second annual summer edition of our signature global conference dedicated to the content management community! CMS Connect will be held again in beautiful Montreal, Canada, and feature a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. Join vendors, agencies, and customers from across our industry as we engage and collaborate around the future of content management – and hear from the top thought leaders at the only vendor-neutral, in-person conference exclusively focused on CMS. Space is limited for this event, <a target="_blank" href="https://www.boye-co.com/conferences/cmsconnect25">so book your seats today.</a>

Hightouch Taps Adam Greco as Product Evangelist, Strengthening Its Leadership in Composable CDPs

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