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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B2B marketing on TikTok: What you need to know
Users continue to flock to TikTok, so far unconcerned about the platform's availability in the U.S. Updated with details about the huge drop in CPM.
Marketing artificial intelligence (AI)
How B2B and B2C brands adopt genAI — same tech, different strategies
Explore how B2B and B2C companies adopt genAI differently — from sales cycles to social media strategies and beyond.
Finding the sweet spot between relevance and discovery in B2B lead nurturing
Too familiar? Too unfamiliar? How to do lead nurturing that blends relevance and discovery to drive action.
Google is exploring ads in new AI Mode
Ads could come to Google's conversational search experience, but some advertisers are skeptical about performance.
AI can find your ideal customers, but only humans can build real relationships
Old-school tactics like corporate gifts, swag and snail mail are brand new and effective people who grew up online.
Why modern ABX is the future of enterprise GTM
Traditional ABM is no longer enough. You need a strategy that delivers smarter targeting, better orchestration and measurable revenue growth.
Marketing artificial intelligence (AI)
Salesforce & Microsoft square off with new AI sales agents
While the solutions have a lot in common, Salesforce is getting closer to a "real" AI agent and offers more ways to customize.
How B2B marketing is becoming a strategic growth driver
From brand storytelling to demand gen, data is the common thread. See how AI and analytics are unifying all aspects of B2B tech marketing.
Why the MQL model is failing B2B marketing and what to use instead
MQLs mislead marketing, misalign sales and fail to drive revenue. Here's why GTM teams must move to causal AI and revenue-centric metrics.
Marketing artificial intelligence (AI)
How to get the AI training you need to succeed
Most businesses aren't training marketers about AI. Here's what you need to know and where you can get it -- for free!
How data-driven email nurturing transforms the B2B sales funnel
Your leads deserve better than generic follow-ups. See how email automation personalizes every touchpoint, improving efficiency and ROI.
When will Agentforce make its mark on Salesforce earnings? Wait ‘til next year
AI agents will wreak havoc without quality data behind them. That’s why the Data Cloud numbers should be a source of optimism for Salesforce.
5 common LinkedIn Ads mistakes and how to fix them
Are your LinkedIn Ads underperforming? You might be making these errors. Fix your targeting, ad formats, and measurement for better ROI.
5 ways to get your B2B buyers to care in 2025
In a crowded market, features alone won’t win buyers over. Here’s how to create authentic connections that make them care.
5 underrated tools to boost your B2B PPC performance
These will help you track smarter, outsmart competitors, and make sense of multichannel chaos in 2025
Why buying-group marketing beats ABM every time
B2B buying isn’t a solo act. See how understanding group dynamics can make your marketing more precise and effective.
AI is transforming GTM teams into fiduciary powerhouses
Making the right business decisions just got easier. Here's how AI helps teams stay ethical, efficient and effective.
Demand gen leaders say they struggle with the same stubborn challenges
The 2025 State of Demand Gen Report has a lot of challenges you've heard before. But it also offers up some potential solutions.
How ChatGPT search reshapes the B2B buyer’s journey
A simulated buyers journey shows how ChatGPT search influences B2B buying through research, decision-making and vendor discovery.
AI adoption in CX is rising, but implementation challenges remain
The C-suite understands the importance of CX and its place as a revenue driver. So, funding is easier, but getting it up and running is still hard going.
Winning the race to profitability with a dynamic ICP
The concept of an ICP is often misunderstood. Let's set it straight.
6 B2B paid media platforms where you can advertise effectively
Make your B2B ads work smarter. Learn how to target high-value decision-makers across key platforms, such as Google, LinkedIn, Meta and more.
Smarter attribution strategies to help B2B marketers prove campaign value
A new LinkedIn report highlights ways marketers can improve their tracking and optimization of results.
Marketing artificial intelligence (AI)
AI-powered martech news and releases: February 6
OpenAI is running its first-ever TV commercial during the Super Bowl. This is a case study in "How to tell if your company has too much money?"
Email deliverability: What you need to know
Everything from bulk email requirements to deliverability practices. Updated with what's new about how iOS 18.2 handles email.
Marketing artificial intelligence (AI)
Balancing the human-to-AI mix in B2B marketing
While the hype warns AI will take marketing jobs, its pattern matching can’t beat a human’s creativity, empathy and problem-solving.
What do C-level execs think of their GTM strategies?
Frank conversations with executives touched on risk and business acumen; things marketers probably don't think about very often.
Your 4-step guide to local marketing success
Local marketing requires going very deep on a particular group of people. Here's what you need to know.
Are you focusing on valued customers or volume customers?
Some customers drive loyalty and others drive volume — both matter. Here’s how to engage each group while optimizing your resources.
Marketing artificial intelligence (AI)
A 3-step guide to unlocking marketing ROI with causal AI
Is your marketing team ready for causal AI? These three steps will reveal gaps and set your GTM strategy up for success.
2025 is the year for B2B brands to embrace CTV
CTV is no longer just for B2C. Here’s how to crack the code for success with advanced targeting, storytelling and more.
Marketing artificial intelligence (AI)
What is DeepSeek? A boon for marketers and a threat to Big Tech
The powerful open-source AI from China is less expensive than ChatGPT and Gemini and just as good. Expect better and cheaper marketing tools soon.
How the Salesforce Lead Object broke B2B marketing (and how to fix it)
Effective sales and marketing in B2B relies on accounts. Salesforce was designed to focus on leads. Therein lies the problem.
An open letter to CEOs and CFOs about GTM
Insights into an AI-driven GTM landscape and how leaders can align for success in a networked, probabilistic marketplace.
HubSpot’s SEO collapse: What went wrong and why?
Organic traffic has dropped big time for HubSpot, considered by many to be the gold standard of B2B vendor blogs.
Bombora integrates with Audigent’s PMPs
Bombora's B2B marketing customers can now reach audiences through Audigent's private marketplaces.
Marketing artificial intelligence (AI)
Story-driven marketing campaigns: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: Story-driven approaches to multichannel campaigns.
Content management systems (CMS)
How to select a CMS that powers SEO, personalization and growth
A CMS isn’t just about content. Selecting the right platform ensures better SEO, personalized experiences, and scalable infrastructure.
Microsoft Clarity launches Google Ads integration
Microsoft Clarity's new Google Ads integration gives marketers visibility into post-click behavior, allowing them to track user interactions.
Marketing artificial intelligence (AI)
AI-powered martech news and releases: January 16
GenAI companies have a problem: It costs more the more people use it. And OpenAI CEO Sam Altman says, "People use it much more than we expected."