Top MarTech News From the Week of July 4th: Updates from Hightouch, Freshworks, ActiveCampaign, and More
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By
William Jepma
, Writer, Editor, and Analyst at Solutions Review - CRM News, Marketing News,
The editors at Solutions Review have curated this list of the most noteworthy MarTech news from the week of July 4th. This round-up covers announcements and updates from Hightouch, Freshworks, ActiveCampaign, and more.
Keeping tabs on the most relevant CRM and MarTech news can be time-consuming. As a result, our editorial team aims to summarize the week’s top headlines in the marketing technology landscape. The Solutions Review editors will compile a weekly round-up of vendor product news, mergers and acquisitions, venture capital funding, talent acquisition, and other noteworthy MarTech news. With that in mind, here is some of the top MarTech news from July 4th.
Top MarTech News From the Week of July 4th, 2025
ActiveCampaign Appoints a Chief Product Officer
ActiveCampaign, a marketing automation platform, has appointed Chai Atreya as its new Chief Product Officer. In this role, Atreya will lead the company’s product strategy and vision during its current growth phase. Atreya has over 20 years of experience leading product innovation at high-growth technology companies, including Alteryx, Amazon, and Adobe. Jason VandeBoom, Founder and CEO of ActiveCampaign, says, “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 and helping our customers stay ahead in a rapidly changing market.”
Freshworks Announces Freshservice Journeys
Freshworks, an AI-powered service software provider, has announced the general availability of Freshservice Journeys, a new AI-assisted capability within its IT and employee service management offering. Freshservice Journeys is designed to streamline complex employee processes across functions, drive efficiency, improve cross-functional collaboration, and deliver consistent, personalized employee experiences. It will also empower teams to simplify routine tasks with AI, configure complex workflows with an easy-to-use no-code/low-code interface, use conditions to tailor journey paths, and provide real-time progress tracking across relevant departments.
Hightouch Debuts an Adaptive Identity Resolution Capability
Hightouch, a data and AI platform for marketing and personalization, has launched Adaptive Identity Resolution. This new solution aims to turn messy customer data into usable profiles that adapt to different use cases. The new capability is part of Hightouch’s warehouse-native Customer Data Platform (CDP), introducing “multi-zone” identity resolution to enable businesses to toggle between high-confidence deterministic matching and higher-reach probabilistic matching within a single project setup. Features include multi-zone matching, real-time data activation, and configurable, warehouse-native architecture.
Material Details Its Partnership with Optimizely
Material—a growth strategy company providing consumer data and insights and brand and product innovation—has announced a strategic partnership with digital experience platform provider Optimizely. As a Silver Partner, Material can leverage Optimizely’s solutions to drive client success and fuel customer-centric growth for the world’s largest and most recognizable brands. The partnership will also provide Material’s global team of architects with scalable, AI-powered DXP solutions that fuel personalized moments that matter to customers.
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Watch this space each week as our editors will share upcoming events, new thought leadership, and the best resources from Insight Jam, Solutions Review’s enterprise tech community for business software pros. The goal? To help you gain a forward-thinking analysis and remain on-trend through expert advice, best practices, trends, predictions, and vendor-neutral software evaluation tools.
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For consideration in future news round-ups, send your announcements to wjepma@solutionsreview.com.
William Jepma
Writer, Editor, and Analyst
William Jepma is an editor, writer, and analyst at Solutions Review who aims to keep readers across industries informed and excited about the newest developments in Enterprise Resource Planning (ERP), Customer Relationship Management (CRM), Business Process Management (BPM), Marketing Automation, and other WorkTech categories. You can connect with him on LinkedIn or reach him via email at wjepma@solutionsreview.com.
