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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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."
IAB expects digital advertising growth to slow considerably this year
Lack of ad spending for the Olympics and elections cuts growth to 7.3%, down from last year's 11.8%.
Marketing artificial intelligence (AI)
AI continues to aid marketers’ quest for authenticity: Report
2025 looks to be a year when marketers' refine trends and strategies already underway, according to a new HubSpot report.
Social media and influencers: 2025 predictions
Marketers will seek full-funnel engagement, comprehensive customer service and help from AI over social media platforms this year.
Data, AI and advertising: 2025 predictions
How new strategies and AI-powered tools will help advertisers get the most out of budgets and ad experiences in 2025.
7 proven strategies for effective B2B customer retention
Nearly three-quarters of B2B revenue comes from existing customers. Here's advice on how to keep the accounts you already have.
Optimization and personalization
Personalization’s double-edged sword: Balancing relevance with intrusiveness
Consumers really like personalized marketing content and are really nervous about companies gathering data to provide it. Here's how to address that.
Marketing artificial intelligence (AI)
AI agents: 2025 predictions
AI agents will gain wider use and deliver better experiences and more insights for marketers. Here’s how.
This 4-pillar foundation will break down silos for account-based expansion
This approach focuses on GTM alignment, including shared goals, clear roles, collaborative communication and unified metrics.
Marketing artificial intelligence (AI)
Delivering large B2B marketing events: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: What marketing managers do to execute large marketing events.
Why FAQs should be your go-to marketing tool
Frequently asked questions aren’t just for customer support. They’re the backbone of clear, consistent marketing communication.
How to maximize event ROI using smart budgeting
Understanding user conferences' true costs and revenue potential is the key to building a business case for events as a cornerstone of content strategy.
Marketing artificial intelligence (AI)
AI transformation: 2025 predictions
Experts predict that AI will spur transformation around data, content optimization, decisioning and hiring chief AI officers in the year ahead.
Google Ads rolls out Brand Report for enhanced advertiser insights
New feature provides a unified view of brand campaign performance with deduplicated reach and frequency metrics across multiple campaigns.
Customer experience and brand: 2025 predictions
Here’s how organizations will shift focus in the coming year to deliver more purposeful engagements that grow awareness, trust and revenue.
Google tightens ad policies to align with Search spam rules
Advertisers risk ad disapprovals if their sites violate spam policies, making search compliance critical to PPC success.
Customer experience tools and strategies: 2025 predictions
Don’t expect a sea change. Keep delivering flexible, seamless experiences while considering these areas of improvement that will make an impact in 2025.
Marketing artificial intelligence (AI)
Email content for B2B decision-makers: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: Reaching decision-makers with the best email content.
4 key features in Salesforce’s Agentforce 2.0
The new version of Agentforce adds a pre-built skills library, Slack integration, a more powerful reasoning engine and an agent testing center.
5 content killers that ruin results — and how to fix them
Struggling with underperforming content? Avoid these common pitfalls and deliver value to your audience to boost engagement and results.
How Gen Z values are changing marketing
Gen Z demands authentic, sustainable and community-driven marketing. Here’s how brands can meet them where they are.
How to get your email marketing ready for iOS 18
Apple's new operating system brings big changes to how people get and interact with their email.
It’s time for B2B marketing to understand its GTM role
2025 will be tough, but it's time to be able to answer the C-suite's questions about the role marketing plays in the GTM eco-system.
Creating personas for account-based marketing (ABM): Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: How to build personas for ABM campaigns.
Marketing artificial intelligence (AI)
AI adoption gap found between executives and entry-level marketers
New studies point to gaps stemming from marketing role and company size. And very few marketers want AI "in the driver's seat" just yet.
How AI can revolutionize creative impact measurement
Marketers are stuck using slow and imprecise tools to assess what's working with their creatives.
Marketing artificial intelligence (AI)
How AI is radically reshaping marketing budgets
Join us for a practical deep dive into the financial and organizational implications of AI in marketing (B2C & B2B)
Marketing artificial intelligence (AI)
AI-powered martech news and releases: December 5
Nearly half of advertisers mostly trust AI to make campaign decisions without human help, a new report says.
Why personality data is key to scalable B2B marketing
Crack the code of scalable personalization with the 65/75 rule, where personality-driven strategies meet marketing success.
6 things to look for in a B2B influencer
LinkedIn research drills down on the traits to look for when selecting B2B influencers to work with.
Demandbase rethinks ABM amid B2B marketing challenges
Veteran ABM platform Demandbase is asking foundational questions about the category as B2B marketers feel the pain.
Marketing artificial intelligence (AI)
AI is poised to disrupt the world of martech vendors and users
The Martech AI 2025 report shows how genAI is already changing the martech stack and the way digital marketers are operating.
Informa TechTarget emerges as a B2B data giant
Nearly a year after it was proposed, and days after approval from shareholders, the Informa TechTarget merger is official.
Marketing artificial intelligence (AI)
Why causal AI is the answer for smarter marketing
In turbulent SaaS and B2B markets, causal AI enables marketers to defend their investments and optimize GTM strategies.