Top MarTech News From the Week of January 9th: Updates from ON24, Zeta Global, StackAdapt, and More

The editors at Solutions Review have curated this list of the most noteworthy MarTech news from the week of January 9th. This round-up covers announcements and updates from ON24, Zeta Global, StackAdapt, and more.

Keeping tabs on the most relevant CRM and MarTech news can be a time-consuming task. As a result, our editorial team aims to summarize the top headlines of the week 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 are some of the top MarTech news from the week of January 9th, 2026.

Top MarTech News From the Week of January 9th, 2026

Amperity Debuts a Customer Data Agent

Amperity, an AI-powered Customer Data Cloud provider, has introduced its Customer Data Agent, an enterprise AI agent that combines AI insights with actionable results. The Agent is built on unified customer data and utilizes Amperity’s segmentation and journey capabilities to make insights even more accessible. For example, marketers can use the Customer Data Agent to help teams move from AI insights to revenue impact, act on real-time customer profiles instead of relying on system-level records, and orchestrate specialized agents for various use cases, including segmentation, journey design, and analytics.

Read on for more.

Circana Launches an AI-Powered Tool for Validating In-Store Changes

Circana—a technology, AI, and data provider to consumer packaged goods companies, durable manufacturers, and retailers—has launched Liquid Testing, an AI-powered, self-serve tool that offers companies a faster and more precise way to validate in-store changes. The Liquid Testing solution uses advanced testing methodologies and store-level POS data to quantify the sales impact of new products, pricing, promotions, and shelf placements. With that data, companies can measure the success of those initiatives before kickstarting a full-scale rollout.

Read on for more.

ON24 to be Acquired by Cvent

ON24, an intelligent engagement platform for B2B enterprise sales and marketing, has entered into a definitive agreement to be acquired by Cvent, a provider of meetings, events, and hospitality technology. The transaction will combine ON24’s enterprise-grade webinar and digital engagement capabilities, first-party engagement data, and AI-powered workflows with Cvent’s event technology offerings. Reggie Aggarwal, Founder and Chief Executive Officer of Cvent, says, “We look forward to supporting ON24 as they continue to deliver value and working together to expand how brands engage audiences across digital and in-person experiences.”

Read on for more.

Optimove Reveals the Newest Version of Its Email Marketing Solution

Optimove, the creator of Positionless Marketing, has announced details on the latest evolution of its Email Marketing Solution. With this update, the company introduces new email capabilities to help marketers enhance their “creative power,” remove dependency on external agencies, augment email personalization with AI-led real-time tools, and more. Specific additions and upgrades include AI Content Recommendation Agents, kinetic email widgets, flexible data ingestion capabilities, and a state-of-the-art event management engine that automatically triggers out-of-the-box or custom emails based on external events.

Read on for more.

StackAdapt Announces NPI Targeting and Measurement Capabilities

StackAdapt, a technology company focused on advertising and marketing, has announced its in-platform National Provider Identifier (NPI) Targeting and Measurement capabilities. These tools are purpose-built for pharmaceutical marketers and healthcare agencies, helping advertisers deterministically target and measure one-to-one campaigns with healthcare professionals (HCPs) using NPI data. Some of the key benefits of these capabilities include advanced HCP segmentation, verified precision, multi-channel reach with fully integrated HCP campaigns, real-time measurement, and self-serve efficiency.

Read on for more.

Syspro and SugarCRM Detail a Go-To-Market Partnership

Syspro, a purpose-built ERP for manufacturing and distribution, has announced a go-to-market partnership with SugarCRM, a global sales automation platform. As part of the partnership, the companies are releasing Sugar for Syspro, a new solution that provides businesses with a standardized integration between the Syspro ERP and SugarCRM platforms. The integration will help manufacturers and distributors navigate sales environments, extended buying cycles, and deep customer relationships, all from a single, connected system of record across operations and revenue functions.

Read on for more.

Zeta Global Unveils a Strategic Collaboration with OpenAI

Zeta Global, the AI Marketing Cloud company, has announced a strategic collaboration with OpenAI to power the conversational intelligence and agentic applications behind Athena by Zeta, its superintelligent agent built for enterprise marketing. As part of the partnership, OpenAI’s models will support the next phase of Athena’s development, enabling a more intuitive, intelligent experience for marketers. Additionally, the Athena by Zeta offering now includes two agentic applications—Insights and Advisor—designed to help marketers expand their knowledge base and answer questions faster.

Read on for more.

Expert Insights Section

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.

The Human-AI Ledger Newsletter – Chronicling the Human Impact of AI 

Artificial intelligence is everywhere—but understanding its human impact has never been more urgent. That’s where Solutions Review’s latest newsletter, The Human-AI Ledger, comes in. Designed to chronicle how AI is reshaping the way we learn, work, lead, and live, this newsletter explores the soft side of AI—the non-technical, deeply human dimensions that determine whether this technological revolution helps us thrive or leaves us behind. Sign up now to get a weekly debrief of the latest human-centric news, insights, and commentary coming out of this emerging discussion.

Sign Up Here.

The Significance of AI in Content and Human Strategy

NP Digital’s Neil Patel has shared some of his unique expertise to explain the ongoing and evolving significance of AI in content and human strategy. In his article, he says, “AI’s ability to conduct predictive analytics basically gives marketers a crystal ball. Given data from the past and present, generative AIs can extrapolate into the future to predict consumer behavior. They can even run multiple simulations to see what would likely happen if the company released one type of advertising versus another.”

Read on for more.

Evidence-Based AI Governance: Beyond Marketing Claims with Petar Tsankov | The Digital Analyst

For the latest episode of The Digital Analyst, and the first of 2026, John Santaferraro sits down with Petar Tsankov, CEO of LatticeFlow AI, to outline some hard truths about AI governance, discuss why even perfect data quality doesn’t guarantee trustworthy AI, and explain what evidence-based governance means beyond marketing claims. They also examine why $600 billion in global AI investment only returned $100 billion in production value.

Watch Here.

For consideration in future news round-ups, send your announcements to wjepma@solutionsreview.com.