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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Marketing artificial intelligence (AI)
The latest AI-powered martech news and releases
Nielsen’s DoubleVerify deal helps verification as AI takes on more media decisions, raising new questions about trust and transparency.
The marketing-to-sales handoff is where revenue leaks
Buying signals lose value when speed and context disappear. Connected workflows turn more opportunities into revenue.
Stop looking for the perfect attribution model
No attribution model can answer every business question. Successful B2B marketers combine attribution, MMM, and experimentation instead.
Marketing on LinkedIn: What you need to know
Your guide to LinkedIn's tools, strategies and best practices. Updated with info on the new collaborative post feature.
Optimizing your B2B brand for autonomous AI shoppers
When B2B buyers delegate product research to AI agents, traditional SEO rules break down. Here is how to ensure your brand gets cited.
AI can simulate buyers, but it misses personality
Synthetic audiences depend on the signals they're built from. Personality may be the missing ingredient for improving accuracy.
How to make trust your competitive differentiator in AI
AI can accelerate marketing, but lasting B2B growth depends on human connection, customer value and relationships that endure.
How to build an advantage AI can’t copy
The 4S framework shows how to build capabilities customers can't easily replace and competitors can't quickly imitate.
Time saved by using AI is being spent on managing its output
Any time savings from AI are getting eaten up by fixing output, managing fragmented tools, and building the governance needed to make it work.
Your best practices may already be outdated
AI is reshaping the assumptions behind decades of marketing strategy, making some familiar playbooks less reliable.
Open source made MMM cheaper, not easier
Free tools have lowered the cost of marketing mix modeling, but data quality and human expertise remain the biggest barriers to success.
Why marketing conferences are still worth it
Travel, expense, and exhaustion are real. So are the relationships, ideas, and opportunities that keep companies and people coming back.
The hidden forces behind B2B buying decisions
Your deals aren't won or lost on product alone. Learn why personality, politics, culture, and unseen stakeholders often determine the outcome.
FREE! The email subject line rules that don’t hold up!
New research based on 4.6 billion emails challenges some of marketing's oldest subject line advice and offers a framework for testing what works.
HubSpot’s Warmly deal points to the next generation of CRM
HubSpot's acquisition shows CRM platforms are evolving from customer databases into AI systems that identify buying intent and take action.
The marketing variable no dashboard can measure
New research suggests your CMO's personal life may shape marketing strategy as much as customer data, with implications for every marketing team.
The real AI opportunity is creating new value
Cost savings are only the beginning. Learn how organizations move from AI-driven efficiency to entirely new sources of growth.
Advertisers may finally see who really touches their bid requests
IAB Tech Lab's proposed SupplyChain v1.1 update could give advertisers a clearer view of every company that touches a programmatic bid request.
Marketing artificial intelligence (AI)
How to blend AI chatbots with high-touch sales
Learn how to balance AI chatbot efficiency with the high-touch needs of enterprise sales to engage VIP prospects without losing the human touch.
The hidden fragility of performance marketing
The pursuit of measurable efficiency can leave brands vulnerable when competitors, platforms, or AI reshape customer discovery.
Why marketers need both MMM & MTA in 2026
As tracking breaks down, combining top-down modeling with tactical attribution is becoming essential for budget decisions.
Signal orchestration reveals which accounts are ready to buy
Combine intent, engagement, firmographic, and buying committee signals to identify readiness and trigger more effective engagement.
How AI is turning lead scoring into a decision engine
Predictive models and real-time signals are replacing static scoring, helping sales focus on leads most likely to convert.
Employee advocacy is a growth engine for technical B2B
Buyers trust practitioners more than corporate messaging. Employee advocacy helps technical B2B brands build authority and visibility.
Marketing measurement is breaking under its own complexity
More tools, more channels, and more data have left many marketers struggling to connect activity to outcomes.
How to activate first-party data across the B2B journey
Behavioral signals, intent data, and AI can improve personalization, sales alignment, and pipeline performance across complex buying journeys.
Scale gets you in the door, but workflows keep you embedded
AI makes software easier to replicate. The vendors that last become part of how customers operate every day.
Can marketers navigate AI search’s trust cliff?
New research reveals a growing gap between how often people use AI search and how much they trust it.
How to use B2B PR to shape what AI recommends
AI answers often surface only a handful of vendors. Learn how to improve your B2B brand’s visibility and shape how AI systems frame it.
AI is powering the loss of B2B marketing jobs
47% of B2B companies reduced marketing roles due to AI, often by quietly eliminating backfills rather than announcing layoffs.
Marketing on Reddit: What you need to know
What you need to know about marketing on Reddit. Updated with details on the wew features for app advertisers.
AI can scale B2B sales, but only people can build trust
Automation dominates modern B2B selling, but the deals that matter most still close through human relationships.
B2B buyers trust AI less than marketers think
Gartner research shows buyers want AI speed, but they still turn to humans for confidence and validation.
How to make your content visible to AI buying agents
As AI agents start shortlisting vendors, structured, machine-readable content will determine which brands even get considered.
The AI search shift changing B2B marketing metrics
Website traffic is losing ground as the primary success metric while AI visibility and lead quality take center stage.
5 reasons branding belongs in your GTM strategy
From sales alignment to customer retention, a clear brand strategy helps companies grow faster and compete more effectively.
How to earn customer trust in the age of AI
Strong customer relationships are built through consistent actions, shared goals, and a genuine commitment to customer success.
Martech 2026: AI drives a major industry reset
Flat growth masks a deeper shift as AI moves to the center of value creation and forces a rethink of how martech stacks are built.
The intent data playbook is breaking down
When everyone targets the same in-market accounts, pipeline suffers. Learn how to build custom signals your competitors don’t have.
Why SaaS is moving from features to outcomes
AI is compressing feature value and shifting how SaaS gets priced. Outcomes now drive growth, differentiation, and monetization.