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
Anthropic and OpenAI are reporting revenues that may or may not be supported by the facts. Here's why that matters to marketers.
In B2B, influencer marketing takes on a different look
B2B influencer marketing must be built for longer sales cycles and niche audiences. Learn how to make sustainable brand creation through strategic partnerships.
AI won’t kill sales jobs — buyers will
As buyers put more trust in their own AI agents, sales reps face a new challenge: proving why they still deserve a seat at the table.
B2B marketing doesn’t have an ROI problem. It has an evidence problem.
Connect buyer journeys, marketing influence, and revenue across the B2B sales cycle — beyond campaign-level reporting.
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 Discovery feature.
B2B marketing attribution is messy. Can it be fixed?
Tracking B2B revenue shouldn’t feel like chasing moving targets. Integrate's Mehul Nagrani breaks down attribution reality and future of B2B demand gen.
B2B brands turn to creator video to fight AI slop and aid AI search
Creator video gives B2B brands a way to stand out from AI-generated content and build credibility with buyers using AI to research products.
How to create B2B content that buyers keep using
As AI makes content easier to create, the opportunity is to build resources that help buyers make decisions, solve problems, and take action.
Software buyers are moving faster than software sellers
AI is accelerating software decisions while quotes, approvals, and sales handoffs discourage buyers ready to spend.
Stop treating lead quality and volume as opposites
Getting more leads and getting better leads require different signals, tactics, and metrics. The business objective should determine which comes first.
B2B marketers don’t trust the data used to shape budgets
Marketing data influences budgets, but only 49% fully trust its accuracy and completeness. Disconnected reporting is behind the confidence gap.
Why long sales cycles make B2B marketing hard to measure
Long B2B sales cycles make most marketing measurement unreliable. Learn why clicks, leads, and conversions don’t tell the full story.
Why LinkedIn doesn’t really care about AI slop
The problem is AI is perfect for producing the polished, predictable business speak the platform rewards.
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.
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.