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
Klarna replaced its marketing team with AI, only to learn that AI marketing is terrible. The Swedish fintech company wants humans back ASAP.
5 signs your GTM is too risky and what to do about it
It’s not just execution, most GTM failures reflect poor capital allocation. Spot these five warning signs before you lose more than revenue.
Interactive MIR Resources
MarTech Intelligence Report: B2B Data Enrichment and Hygiene In-Depth | Independent | Indispensable Welcome to the interactive resources page for our MarTech Intelligence Report! We’re now providing multiple ways for you to access our content. Prefer to interact, customizing the report to fit your particular business’ needs? Try the MarTech Intelligence Report Custom GPT on vendor […]
Are more lead gen providers disappearing from LinkedIn?
Will more lead gen providers face the wrath of LinkedIn for violating its terms of service?
US asks court to breakup Google ad businesses
Spinning off AdX exchange and DFP platform would severely impact the tech giant's revenue and be a seismic shift in digital advertising.
Marketing artificial intelligence (AI)
Martech Landscape 2025: Growing, shrinking and reshaping all at once
The new normal in martech is tools, AI adoption and stack architecture all going through seismic shifts at the same time.
Your GTM strategy needs a buyer-centric redesign
Internal alignment is no longer the answer. Sales and marketing must refocus around the buyer in today’s complex, risk-averse environment.
Is your CRM lying to you? The hidden costs of dirty B2B data
How inaccurate data sabotages marketing performance — and what you can do about it.
Marketing on LinkedIn: What you need to know
Your guide to LinkedIn's tools, strategies and best practices. Updated with details of the new BrandLink program for creator videos.
Your top B2B YouTube ads questions – answered
YouTube isn’t just for B2C. Here's how B2B brands can use video ads to build trust and move buyers through complex sales cycles.
5 tips for marketers planning to evaluate B2B data vendors
Need a B2B data vendor to help with enrichment or hygiene? Review this list of five tips first.
B2B marketing can’t hide from change forever
The whole world is changing. B2B marketing, not so much. Here’s a swift kick in the pants to get us going.
Marketing artificial intelligence (AI)
Firefly brings AI-powered content creation into Creative Cloud and marketing workflows
The revamped platform includes the ability to use Google and OpenAI genAI models, as well as Firefly's Video model.
B2B marketers want results, not more technology
69% of marketers value delivered insights or "done-for-you" services over adding new tools to their tech stack.
5 tactics to make your B2B content hit harder and stick longer
Make your content work harder with eye‑catching visuals, curiosity‑driven titles, real‑world scenarios, risk‑free CTAs and practical how‑tos.
Google is keeping cookies in Chrome
The tech giant reverses course on its long-planned depreciation of third-party cookies.
Is your ABM strategy keeping up with the times?
Enhance your ABM efforts with smarter data practices, precise targeting and full-funnel engagement.
Google’s adtech antitrust verdict is a turning point in marketers’ fight for transparency
It is a moment when marketers should rethink the strategies hemmed in by Google's ad tech.
Google search antitrust case: What the government wants
The DOJ’s proposed Google breakup targets Search, Chrome and ads to boost competition. Google says this would harm national security.
Google adtech antitrust trial: Everything you need to know
An in-depth look at the verdict, arguments and trial about Google's monopoly practices in the $200 billion digital advertising industry.
Google loses advertising monopoly case
A Federal judge found Google “willfully engaged in anticompetitive acts” to control the ad server and ad exchange markets.
Driving customer growth with value-based B2B marketing
B2B buyers want outcomes, not specs. Help them make smarter decisions with strategic, insight-driven messaging.
Why schema markup matters for B2B
Discover how schema markup can drive visibility and trust for B2B and enterprise websites. Learn use cases, implementation tips, and SEO best practices.
Validity acquires email optimizer Litmus
The purchase is designed to provide marketers with a platform to manage the entire lifecycle of email campaigns.
Canva’s Visual Suite upgrade unifies campaign planning and creation
The upgrade puts design and productivity tools in one platform, making it easier to create, execute and monitor campaigns.
Marketing artificial intelligence (AI)
AI-powered martech news and releases: April 10
The volatile economy may force tech companies and investors to ask the biggest question about AI: Can it ever make money?
In a world of tariffs and turmoil, marketing’s insight is a superpower
CFOs never waste a good crisis, and neither should marketers. Here's how to protect your budget and use VOC to grow customer loyalty in a hard time.
Marketing artificial intelligence (AI)
Why AI proficiency is today’s must-have marketing skill
This is what AI is actually changing in B2B marketing — and why your next career move depends on how fast you adapt.
Marketing artificial intelligence (AI)
What AI means for the future of agency-brand partnerships
Workflows are changing. Expectations are shifting. But agency value? Still strong — if both sides are ready to evolve.
The competition you’re ignoring is costing you customers
Your biggest competitor may not be who you think. Here’s how to uncover the real threats to your revenue.
Why ROI is undermining B2B marketing effectiveness
Measuring ROI at the tactical level is misleading. It’s time to prove how brand investment delivers meaningful, long-term financial returns.
5 ways to help your B2B organization succeed with AI agents
More AI agents are coming, and your team needs to be planning for it right now. A new report from Forrester offers guidance for marketing leaders.
The GTM revolution is here. Are you ready?
The GTM revolution is not a televised event to be watched passively but an active transformation demanding a fundamental reset in strategies.
13 must-try B2B marketing optimization tools
Check out exciting tools that can optimize your B2B marketing efforts, from data to video and AI.
How B2B and B2C brands are winning hearts with memory-driven CX
The future of CX isn’t just personalized — it’s nostalgic. Learn to use past moments to create deeper customer connections.
Marketing on Reddit: What you need to know
What you need to know about marketing on Reddit. Updated with details about the new tools for small and medium businesses.
How the event-first approach to marketing can maximize research ROI
Having your partners and community shape the research will give you content people want and a built-in audience interested in your events.
Marketing artificial intelligence (AI)
State of the Stack 2025: Homegrown martech surges as AI accelerates development
Spurred by AI, marketers are using more tools than ever, and they're making an increasing number of them, according to The MarTech State of the Stack report.
Marketing artificial intelligence (AI)
AI-powered martech news and releases: March 20
Half of all Americans use AI, and that holds true for nearly all demographic slices.
Marketing artificial intelligence (AI)
Why ignoring consumers’ AI concerns is a costly mistake
There's a significant gap between how marketers and consumers feel about AI. Here's what to do about it.