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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How AI-powered features are revolutionizing marketing automation platforms
New artificial intelligence functions for MAPs can do everything from generating personalized content to optimizing campaigns.
3 kinds of data to optimize digital events
Research, engagement metrics and post-event feedback are all crucial to build the ideal digital event for your audience.
4 steps to turn a prospect into a loyal customer
Communication needs to be built on how the customer sees it, not whether it's coming from sales or marketing.
2024 Predictions: Ecommerce and retail
Where do customers want to shop in 2024? Everywhere. Here’s how digital marketers will impress them and get them to purchase.
4 keys to digital events planning
Set up your digital event for success with the right strategy, experience, support and a safe space for all your attendees.
The 4 steps you must take before launching your product
By the time you mention your product to a prospect, you must prove you understand them and can help. Here's how to do that.
10 top marketing podcasts for 2024
Here are 10 marketing podcasts that will give you practical tips and the inside scoop on everything from AI to social to content and beyond.
How to create case studies that sway B2B decision-makers
Here's how to craft compelling B2B case studies that resonate with decision-makers, blending narrative and data for maximum impact.
6 winning strategies to shorten your B2B sales cycle
Struggling with a long sales cycle? Learn how to close deals faster with these strategies.
AR-powered gift cards for the holidays and beyond
Cardii is a start-up using AR and AI to reimagine gift cards for B2B and inhouse engagement.
Channel99 launches “view-through” pixel technology for digital B2B campaigns
Customers can now use Channel99 pixels to track efficiency, reach, engagement and impact across a range of campaign channels.
Marketing artificial intelligence (AI)
Getting the most from your AI investment
Everyone is talking about generative AI, but that may not be the best place to start your AI journey.
2024 B2B trends: 6 key areas for marketing success
Rethink conventions and consider emerging best practices to drive meaningful results from your B2B marketing efforts.
MangoApps relaunches TinyTake as a B2B community management suite
Communities have the potential to boost customer loyalty and develop product innovations through customer feedback.
How HubSpot found the right sports sponsorship partner
The NWSL's Angel City FC was created with a mission that goes beyond playing soccer. That mission made it a perfect partner for HubSpot.
B2B email marketing: 3 strategies for advanced personalization
Turn monotonous B2B emails into personalized conversations. Learn how to create engaging experiences that speak directly to your audience.
The power of curated content in B2B marketing
Curating content for B2B marketing helps you reclaim your time, generate more leads and increase your credibility. Learn how to do it right.
The great data divide: How top performers are pulling ahead
Discover what tactics are driving growth and where peers are investing this year.
4 tips for auditing your marketing automation program
Audit your marketing automation program so everybody on your team is aware of changes, updates and what to troubleshoot.
How to make your ‘ideal customer profile’ more ideal
Make the most out of your B2B marketing efforts by understanding your customer base and prioritizing high-value targets.
How reducing your carbon footprint can save you money and increase ad impact
Crimtan's CTO explains what you can do to improve your marketing's efficiency while also aiding in the fight against climate change.
5 marketing automation quick wins
Here are some quick ways that organizations can take advantage of marketing automation to increase the value of customer interactions.
Humanizing B2B: The key to better customer experience
Learn how to appeal to the rational and emotional needs of B2B customers and first-party data’s role in enabling meaningful connections.
Marketing artificial intelligence (AI)
AI ad spending has skyrocketed this year
Advertisers spent $40.2 million through September 2023, nearly four times more than 2022 investments in the same period.
HubSpot buying B2B data source ClearBit
HubSpot users will soon have direct access to ClearBit's third-party data on millions of businesses. Updated with further commentary.
EU authorities ban Meta from using personal data for advertising
The ban will begin in two weeks and appears to cripple Big Tech's ability to sell first-person data used by marketers.
TikTok users have post-holiday shopping plans
TikTok users have big plans for after the holidays. Here’s what the video platform found out about its audience’s interest in post-holiday promotions.
HubSpot and TikTok announce lead gen CRM integration
The integration hopes to streamline lead generation via real-time synchronization between TikTok and HubSpot's Smart CRM.
Snap revenue up 5% on stronger digital ad market
The company continues to invest in AI and ad platform improvements to generate higher returns for advertisers.
B2B buyers see persistent problems with tech vendors
Buyers want vendors who know their industry, deliver on support, provide clear product and pricing info, and are open about fulfillment.
Integrate introduces Data Guardian for privacy and compliance
In order for leads to be fully marketable, without legal risk, lead data collection needs to comply with existing and emerging regulations.
Influencer marketing: The bridge between B2B brands and genuine connections
Take a deep dive into the metrics and intangibles of influencer marketing for B2B and how it can amplify trust, authenticity and brand resonance.
Marketers more optimistic even as budgets fall
Marketer optimism is way up from this spring, even though ad spend and marketing budgets are down.
CLV: The metric that means money
Customer lifetime value is a simple concept with profound implications. It is a critical success factor if you’re looking for long-term profitability.
AI-powered marketing in 2024: A playbook for success
From CTV to LinkedIn and beyond, this webinar will give you tips for them all.
Webinar: Win customer loyalty across channels
Learn how to transform your marketing game from reactive to predictive.
B2B social media ‘sweet spots’: What’s working and what’s not
Explore strategic vs. haphazard approaches in B2B social media and how the best-in-class companies are finding their “sweet spot.”
How Citizens Bank transformed content to meet changing customer needs
The regional bank uses data, DAM and new channels like TikTok to build trust and authority with customers in major Northeast markets.
15 cutting-edge tools every B2B marketer should know
B2B marketers are reaping the rewards from the huge number of new martech tools. Here's a guide to some of the best of them.
Marketing artificial intelligence (AI)
Marketing AI blueprint unveiled at The MarTech Conference
A look at how marketers can review and adopt generative AI tools in a repeatable way during this "transformational" time.