B2B marketing
MarTech is your source for B2B marketing content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
Why we care:
The B2B buyer journey is evolving rapidly as it becomes more digitized, less predictable and more complex. The challenge for B2B marketers is to support what is now a self-guided journey involving numerous personas on accounts and increasingly expanding buying teams. Strategies that were once traditionally B2C are now being adopted by B2B marketers.
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Designing the GTM model for marketing’s revenue era
Marketing’s next era is revenue-driven. Here’s how to design a GTM model that aligns stakeholders, accelerates pipeline and proves ARR impact.
What are marketers saying about HubSpot’s Loop Marketing playbook?
Loop Marketing reimagines content strategy for the AI age. How you feel about it depends on how you think about marketing.
Marketing artificial intelligence (AI)
The latest AI-powered martech news and releases
OpenAI just upped its burn rate for the next couple of years from $35 billion to $115 billion. That's a heck of a rounding error.
Marketing on LinkedIn: What you need to know
Your guide to LinkedIn's tools, strategies and best practices. Updated with information on BrandLink videos.
Revenue teams struggle with execution, despite widespread AI adoption
AI adoption is booming, but only 28% see better sales results. The real issue? No systems for execution.
How to optimize B2B SaaS user journeys with GA4
See how GA4 funnels reveal where SaaS users drop off — and how to fix friction points to improve conversions, onboarding and revenue growth.
Think like a product manager, grow like a CMO
In an AI-assisted GTM world, the best B2B marketers don’t just run campaigns. They build systems that solve buyer problems and scale growth.
The real reason so many teams are struggling with email marketing
Flat engagement, weak pipeline, frustrated marketers. Sound familiar? Here’s what successful B2B teams are doing differently with email this year.
GenAI powers the next era of customer listening
Surveys aren’t enough. Use genAI to detect trends, reveal intent and craft hyper-relevant B2B campaigns informed by true customer voices.
The next era of ABM is strategy-led and AI-enabled
Today’s ABM playbook calls for collaborative execution and contextual engagement that scale impact across the revenue engine.
Marketing artificial intelligence (AI)
Top ways to use Zapier MCP server and LLMs to boost marketing performance
Zapier’s MCP server connects LLMs to thousands of apps, making marketing automation smarter and more efficient.
GTM misreporting is a risk your company can’t afford to take
GTM spend isn’t harmless OpEx. Every dollar of CAC is debt, and misreporting it puts boards and executives at risk.
Marketing artificial intelligence (AI)
ChatGPT traffic to websites is down 52% in a month
Reddit and Wikipedia dominate responses in OpenAI's experiment with answer-first sources using new citation weighting.
Email deliverability: What you need to know
Everything from bulk email requirements to deliverability practices. Updated with what's new about Google’s enhanced DMARC reports.
What if you didn’t follow up on MQLs?
The MQL cycle creates wasted effort and mistrust. Let buyers engage at their own pace for stronger, more meaningful interactions.
A strategic framework for turning small-scale events into ABM wins
Drive deeper account engagement, accelerate pipeline and increase deal size through targeted, intimate ABM events.
5 things to consider before starting your ABM journey
Your ABM launch shouldn’t be trial and error. These five steps will set up sales alignment and measurable wins from day one.
A short guide to the long game of brand building
Brand building is a multi-year investment in visibility, trust and reputation. And it's more about hustle than ad dollars.
A 3-step copywriting formula that makes buyers take action
Conversions drop when your B2B copy ignores what buyers actually care about. Here’s how to lead with benefits, use cases and proof.
Marketing artificial intelligence (AI)
Reclaiming relevance in an AI-overloaded, buyer-led market
AI saturation is crowding the market. Learn how to cut through the noise, earn trust and connect with today’s buyers.
Why the AI era could be the revenge of the English major
As AI takes over routine work, the valuable marketing skills may no longer be technical. Curiosity, adaptability and leadership will be career essentials.
Why AI-powered relevance is replacing personalization in B2B marketing
Stop chasing names and start targeting buyers ready to buy. AI-powered relevance tools let teams focus content, align with sales and close deals faster.
3 GTM principles to help emerging products gain traction
Early adopters embrace potential. Mainstream buyers demand clarity. The right GTM approach moves products into the mass market.
The hidden power of persona-driven UAT in martech success
Persona-based UAT tests real user journeys, not just individual channels — helping martech teams deliver seamless, customer-first experiences.
How and why awareness, confidence and trust drive GTM outcomes
Most GTM teams chase activity. The best drive causality. ACT — awareness, confidence, trust — fuels revenue, velocity and AI-era visibility.
How a website redesign drove 120+ leads and 1,400% more traffic for a B2B manufacturer
See how strategic content, branding and lead tracking upgrades turned a stagnant website into a growth engine for a contract manufacturer.
Marketing artificial intelligence (AI)
Prompt engineering is dead. Long live context engineering!
Prompt engineering isn't a strategy. To unlock real impact from AI, go-to-market teams must stop scaling improvisation and start engineering context.
Ad fraud is hitting B2B where it hurts: Lead gen
Ad fraud is undermining B2B lead gen through bots, fake data and shady list practices. Here’s how to spot the red flags and protect your funnel.
LinkedIn’s algorithm isn’t broken — you don’t understand it
To stay visible, marketers need to stop blaming the platform and start creating content that earns attention, starts conversations and delivers real value.
Stop celebrating short-term wins that lead to long-term churn
Too many companies close short-term deals that fall apart later. Dan Sperring says they must fix misaligned ICPs and incentivize long-term value to succeed.
Marketing artificial intelligence (AI)
AI’s big bang effect means marketing must evolve or die
AI is reshaping the core of marketing. Staying competitive now means reengineering strategy, structure and leadership—fast.
4 CTV challenges for B2B and how to overcome them
Few B2B brands use CTV — which is exactly why you should. See how smart targeting and creative can build brand and drive pipeline.
Adapting your GTM to win the AI-driven buyer
Buyers don’t browse anymore. They consult AI. Discover how your GTM playbook must evolve to stay visible, relevant and ahead.
How tiered strategies and smart tech are reshaping influencer marketing success
Successful influencer marketing programs are powered by authentic creators, performance-based incentives and technology that tracks results.
AI tools are rewriting the B2B buying process in real time
AI-driven buyers aren’t browsing your gated content — they’re already making decisions. Chris Penn discusses how this shift is leaving sales teams in the dark.
Your go-to-market vendor decisions are now a personal legal risk
Delaware courts expanded fiduciary duty to all officers — making marketing vendor decisions a matter of legal compliance.
How omni-conscious brands win in a buyer-first, fragmented world
When buyers shape the journey, brands must earn every interaction. Here’s how the smartest teams design for trust, not just reach.
Optimization and personalization
What marketers can learn from manufacturing’s shift to precision CX
AI is analyzing decades of manufacturers' customer data to create customer experiences precisely tailored to their different needs.
B2B marketing on X: What you need to know
The advertisers are back, thanks to Elon Musk's relationship with President Trump. But the audience never left -- and that includes B2B buyers.
Your GTM spend isn’t just an expense — it’s an asset
Causal AI brings audit-grade clarity to GTM, enabling a shift from cost-center thinking to asset-based strategy in marketing and sales.