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!
Adapting your GTM to win the AI-driven buyer
Buyers don’t browse anymore. They consult AI. Discover how your GTM playbook must evolve to stay visible, relevant and ahead.
How tiered strategies and smart tech are reshaping influencer marketing success
Successful influencer marketing programs are powered by authentic creators, performance-based incentives and technology that tracks results.
AI tools are rewriting the B2B buying process in real time
AI-driven buyers aren’t browsing your gated content — they’re already making decisions. Chris Penn discusses how this shift is leaving sales teams in the dark.
Your go-to-market vendor decisions are now a personal legal risk
Delaware courts expanded fiduciary duty to all officers — making marketing vendor decisions a matter of legal compliance.
How omni-conscious brands win in a buyer-first, fragmented world
When buyers shape the journey, brands must earn every interaction. Here’s how the smartest teams design for trust, not just reach.
Optimization and personalization
What marketers can learn from manufacturing’s shift to precision CX
AI is analyzing decades of manufacturers' customer data to create customer experiences precisely tailored to their different needs.
B2B marketing on X: What you need to know
The advertisers are back, thanks to Elon Musk's relationship with President Trump. But the audience never left -- and that includes B2B buyers.
Your GTM spend isn’t just an expense — it’s an asset
Causal AI brings audit-grade clarity to GTM, enabling a shift from cost-center thinking to asset-based strategy in marketing and sales.
The most underrated B2B channel? Your newsletter
Turn your B2B newsletter into a high-impact, audience-first lead nurture engine that builds trust and keeps your brand top of mind.
B2B buyers want less sales contact
But when B2B buyers do want to engage sales, it's often at critical moments in the process.
Diversity and inclusion in marketing
Brands’ retreat from Pride costs them credibility
Consumers across the political spectrum lose faith in brands that flip-flop on political issues.
Google Ads rolls out AI Max search match type
Google Ads’ new AI Max match type gives visibility into automated search performance for clearer comparisons and more informed campaign decisions.
Why marketing must reclaim GTM design in the age of AI
N.Rich CEO Markus Ståhlberg unpacks the AI-powered GTM shift — and why marketing must lead system design to ensure long-term impact.
FTC says Omnicom deal is OK, as long as there’s no brand safety involved
The world's largest ad agency is forbidden from using 'political or ideological' viewpoints to determine where an ad should run.
Are brand awareness and demand generation rivals, or the ultimate power couple?
Brand or demand? Why not both? Learn how integrated strategies can boost trust, drive action and maximize your marketing ROI.
B2B SEO strategy: How to drive qualified organic leads
Learn how to build a high-impact B2B SEO strategy that attracts decision-makers, boosts organic visibility, and drives pipeline growth at every stage.
7 vanity metrics marketers should avoid, and 7 to replace them
Forget the low-hanging fruit and reach for the numbers that tell you what's really working.
Structured data at scale for B2B and enterprise SEO
Learn how to implement, automate, and manage structured data across thousands of enterprise pages to boost SEO performance, visibility, and rich results.
Study shows AI agents struggle with CRM and confidentiality
The study, led by a Salesforce researcher, found agents had a 58% success rate on simple tasks and a 35% success rate on multi-step ones.
B2B marketing on TikTok: What you need to know
TikTok is an essential tool for B2B marketers to connect with customers. Updated with details on TikTok's expanded Out of Phone program.
Clay and Gong integration may be the missing link in ABM
Most ABM campaigns are built on data your competitors have, too. This integration unlocks the one source they can’t access — your sales calls.
How strong brands build stronger B2B pipelines
In a noisy B2B landscape, brand building is the only way to create a lasting pipeline and differentiate in an AI-first world.
Salesforce unveils agentic Marketing Cloud Next
The company says the updated platform can generate and execute a marketing campaign -- including briefs and segmentation -- in hours.
Bridging the gap between mental availability and momentum in B2B
Create lasting buyer momentum by engaging buyers continuously with thought leadership and a strategic continuum framework.
Real-world insights from deploying custom GPTs for GTM
Takeaways from deploying custom GPTs that enhance GTM workflows, boost efficiency and support smarter marketing strategies.
What is experiential marketing?
Discover what experiential marketing is, how it works, and why it's key to customer engagement. See real examples and tips to boost brand experience.
Salesforce unveils major Slack integration
Specialized Slack channels will let users stay up to date on structured and unstructured CRM data and keep teams aligned.
How AI flipped the funnel and made GTM tactics obsolete
Traditional GTM was optimized for a different era. AI search changed the medium — and core tactics fell apart. Here’s what replaces them.
Why is it so hard to shift marketing’s focus from leads to accounts?
The challenges transitioning from leads to accounts in B2B are both technical and organizational.
A beginner’s guide to B2B content marketing that drives conversions
Learn how to build a B2B content marketing strategy that drives demand, aligns teams, and delivers ROI. A complete guide for enterprise marketers.
How tariffs are reshaping long-term strategies for brands and buyers
Brand loyalty is gone, as consumers wait longer to make purchases. Marketers are focusing on owned channels and trying not to say the "T" word.
If your B2B content is failing, it’s time to get real
Here’s why authentic, strategic user-generated content outperforms polished corporate messaging.
ABM isn’t the B2B salvation we were promised
Account-based marketing's promise of sales and marketing unity got lost in tools and tech. Here’s how to reclaim its strategic potential.
B2B buyers need a reason to believe, not a list of features
B2B buyers don’t want a feature list. They want confidence, clarity and a reason to believe. Here's how to deliver it.
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.
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.