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.
Don’t miss out! Get MarTech delivered daily to your inbox. Subscribe for free!
ARHT rolls out retail hologram experiences
The new CAPSULE touchscreens display life-sized presenters and products, either live or on a video loop.
A B2B marketer’s guide to long-form content
Learn how creating and using substantive content for your B2B brand can drive organic traffic and boost sales.
LinkedIn releases new Pages features for B2B marketers
Marketers can now schedule posts without a 3rd-party tool and host live conversations entirely in-platform.
The power of programmatic advertising
In this webinar, learn how you can target audiences at the right time and at the right cost.
Marketing artificial intelligence (AI)
AI is used in marketing by two thirds of B2B orgs, Forrester finds
Targeting is the top use case, and one third are using chatbots.
TransUnion expands TruAudience marketing solutions
The relaunch of TruAudience combines identity and targeting capabilities of TransUnion and Neustar.
Digimind’s new product combines two AI engines to monitor and analyze social media
Digimind's AI sense monitors multiple channels for key events. ChatGPT then produces a real-time analysis in plain English.
The next big thing in martech: The data warehouse
Martech experts Scott Brinker and Juan Mendoza discuss the future of martech and more.
Marketing artificial intelligence (AI)
Reply.io introduces ChatGPT-powered Jason AI
The new add-on generates first emails and follow-ups for B2B outreach.
Momentive Global, SurveyMonkey acquired by Symphony Technology Group
The deal to acquire the maker of SurveyMonkey is valued at $1.5 billion.
Martech spending continues strong despite rocky economy
60% of businesses say they are increasing spending on marketing technology, services and personnel this year.
Webinar: The 360-view content strategy you need
Create experiences that empower customers across websites, social media, digital ads, packaging, in-store displays and more.
75% of marketers still rely heavily on third-party cookies
45% of marketers are spending at least half their budgets on campaigns and other activations based on third-party cookies.
Secrets of a marketing champ: 3 ways to prove your value
In this webinar, learn how to responsibly harness first-party data as a competitive advantage.
Marketing artificial intelligence (AI)
Salesforce unveils Einstein GPT
Partnership with OpenAI, ChatGPT Slack app and fund for responsible generative AI were also announced at TrailblazerDX’23.
3 ways to rethink content’s role in your B2B GTM strategy
Ride the AI wave to improve your content marketing strategy. Show your execs and team how to create real value and meaningful experiences.
Why do customer relationships matter now more than ever?
In this webinar, learn three ways to strengthen customer relationships and drive revenue.
Marketing artificial intelligence (AI)
FTC warns tech companies about over-hyping AI claims
"Marketers should know that — for FTC enforcement purposes — false or unsubstantiated claims are our bread and butter.”
3 ways to strengthen customer relationships and drive revenue
In this webinar, learn practical takeaways to put to practice.
5 reasons why marketers should consider TikTok for B2B
Think outside the box and consider using TikTok to reach new audiences, strengthen your brand identity and increase awareness.
The first-party data strategy you need in 2023
In this webinar, learn how to gain a competitive advantage with this foundation for CX success.
3 best practices for B2B ABM marketers
Full-funnel strategies for using data and insights to engage your top B2B prospects.
IAB Tech Lab launches first clean room standards
The data clean room standards include DCR Guidance & Recommended Practices and will be open for public comment for 60 days.
Product-led growth: 3 important lessons from the front line
While this model is all the rage as a go-to-market strategy for B2B software companies today, not all products are the right fit for PLG.
Master the CX trifecta: Data, content and tech
In this webinar, learn how to responsibly harness first-party data as a competitive advantage.
How CTV can deliver market research for B2B marketers
Here are some ways B2B marketers can use CTV ad campaigns to find audiences and test creative.
Conversion optimization platform buyer's guide
What is a conversion optimization platform?
Here’s why marketers are using this new technology to improve experience and boost ROI.
Top 3 priorities for your 2023 B2B marketing strategy
Set up your brand for long-term success by focusing on data-informed insights, creator marketing and building brand advocates.
Webinar: 5 CX trends that will shape 2023
Learn the difference between what customers say 'to' you and 'about' you - and why it's important.
Failure to get the most out of data clean rooms is costing marketers money
Less than a third are using clean rooms data for attribution. ROI/ROAS measurement, or media/marketing mix modeling.
Feds finally file anti-monopoly suit over Google’s adtech
The suit seeks to force the tech giant to get rid of its ad businesses and engaging in allegedly anticompetitive practices.
5 strategies B2B marketing and sales teams can bank on as markets tighten
These core strategies and tactics can help B2B organizations turn GTM efforts into results amid economic uncertainty.
Digital asset management (DAM)
How Booksy used DAM to organize their digital asset production
The appointment-making platform implemented Bynder’s digital asset management (DAM) system to root out inefficiencies.
How Coca-Cola activated their enterprise CDP
Over the last two years, the Coca-Cola Company has been implementing an Adobe CDP and activating other capabilities around it to connect with 2 billion customers worldwide.
Marketing automation buyer’s guide
Does your organization need a marketing automation platform?
The benefits of using a B2B MAP start with the potential for personalizing the buyer experience — but they don't end there.
Marketing automation buyer’s guide
What is marketing automation and how can it help B2B marketers?
Marketing automation platforms offer some common core capabilities, but vendors are looking to differentiate their offerings with a range of more advanced features.
2023 Predictions: How data will change marketing in the new year
Marketers will search out new signals and draw on deeper insights to get to know customers better, often with the help of AI.
Webinar: 7 ways to keep your customers coming back in 2023
Activate a data-driven personalization strategy that drives meaningful relationship building.
MarTech’s B2B marketing experts to follow
Here are the top B2B marketing experts to follow to stay on top of all the best practices and latest developments.
The state of intent data in 2023 and beyond
With B2B's increasing reliance on intent data, now is a good time to assess its current state and prepare for what's ahead.