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!
Marketing artificial intelligence (AI)
The latest AI-powered martech news and releases
Cloudflare is making AI crawler blocking the default for many websites while introducing new controls and payment models for publishers.
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.
Marketing on LinkedIn: What you need to know
Your guide to LinkedIn's tools, strategies and best practices. Updated with info on the new Creator Marketplace and AI training program for marketers.
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.
Marketing artificial intelligence (AI)
Vibe coding is hollowing out the martech stack fast
Marketers are replacing SaaS tools with AI-built alternatives, driving churn and shifting where real value in martech now lives.
Why relevance now beats reach in the AI-driven buyer journey
Buyers are forming opinions before they click. Learn how to show up in AI answers, earn trust in peer networks, and influence decisions earlier.
B2B marketers are drowning in data but starving for insight
Long sales cycles, weak attribution, and underused fundamentals are holding B2B teams back. Here’s where data breaks down.
How to choose the right research partner and get better B2B results
Not all partners deliver. Learn how to evaluate audience access, subject matter expertise, and distribution commitment before you commit.
5 B2B marketing tactics beyond lead generation
High lead volume often hides deeper issues. Learn how to align your strategy with buyer behavior, intent, and long sales cycles.
How to unify and orchestrate your B2B data to drive revenue
Fragmented data breaks your go-to-market engine. Learn how to unify your B2B data, fix visibility gaps and drive more efficient revenue growth.
AI’s shortlist is the new B2B battleground
G2’s latest research shows AI chatbots are now shaping B2B vendor visibility, shortlists and even final selections.
Most messaging problems start with the wrong audience
Manage your message and turn chaos into clarity by identifying your primary audience and aligning your content, UX and calls to action.
Structuring B2B marketing across 4 key resources
From fractional CMOs to agencies, learn when to use each resource and how to align them for consistency, scale and measurable impact.
Martech stacks are holding back sales and marketing teams
Technology is the biggest barrier to alignment, and most teams admit their stack still isn’t built to support shared goals or seamless execution.
How to prove ROI from AI workflow integration in B2B marketing
Embedding AI into marketing workflows promises big efficiency and performance gains — but you’ll need the right ROI models to justify the investment.