Dear Reader,

Once upon a time, cross-selling belonged squarely in the domain of sales. It was defined by a handshake, a smile, and the classic prompt, ‘Will you have fries with that?’

Today, it’s moved into marketing’s territory, powered by data, automated campaigns, and connected brand ecosystems. What used to happen at the counter now happens in your inbox, your app, and even your social media feed.

This week, we unpack how that shift happened, and how marketers have brought a whole new dimension to cross selling and upselling. Plus, we dive into APIs powering the modern digital landscape and explore how AI has already become your customers’ shopping companion.

Let’s jump in.

Will you have fries with that?

Cross-selling and upselling used to be all about face-to-face persuasion. Now, it’s in the hands of marketers using behavioural data, Martech stacks, and cross-channel journeys.

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Why you should care: Because marketing isn’t just about the first sale anymore, it’s about nudging the next one, and the next. Mastering this = more revenue, better CX.

APIs: The MarTech Glossary

APIs might sound technical, but they’re the invisible glue holding together the modern Martech stack, powering everything from CRMs to chatbots.

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Why you should care: Because if you're stitching together tools (and who isn’t?), API literacy can save time, reduce friction, and keep your data flowing seamlessly.

AI is now the consumer's ‘good friend’

A staggering 95% of Indian consumers use AI to make purchase decisions, finds an Accenture report. And over half of active users consider AI a ‘good friend’.

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Why you should care: Because marketing to a consumer who’s already consulting AI means your strategy must evolve, from influencing people to influencing their algorithms.

Over to you

How is your team using data to upsell smarter? Or APIs to make your stack sing? Tell us what you're experimenting with, tag @ETBrandEquity on LinkedIn and let’s swap notes.

Stay tuned for the next edition of the MarTech+ newsletter rolling out every week on Wednesday.

– Team ETBrandEquity

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