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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Google’s adtech antitrust verdict is a turning point in marketers’ fight for transparency
It is a moment when marketers should rethink the strategies hemmed in by Google's ad tech.
Google search antitrust case: What the government wants
The DOJ’s proposed Google breakup targets Search, Chrome and ads to boost competition. Google says this would harm national security.
Google adtech antitrust trial: Everything you need to know
An in-depth look at the verdict, arguments and trial about Google's monopoly practices in the $200 billion digital advertising industry.
Google loses advertising monopoly case
A Federal judge found Google “willfully engaged in anticompetitive acts” to control the ad server and ad exchange markets.
Driving customer growth with value-based B2B marketing
B2B buyers want outcomes, not specs. Help them make smarter decisions with strategic, insight-driven messaging.
Why schema markup matters for B2B
Discover how schema markup can drive visibility and trust for B2B and enterprise websites. Learn use cases, implementation tips, and SEO best practices.
Validity acquires email optimizer Litmus
The purchase is designed to provide marketers with a platform to manage the entire lifecycle of email campaigns.
Canva’s Visual Suite upgrade unifies campaign planning and creation
The upgrade puts design and productivity tools in one platform, making it easier to create, execute and monitor campaigns.
Marketing artificial intelligence (AI)
AI-powered martech news and releases: April 10
The volatile economy may force tech companies and investors to ask the biggest question about AI: Can it ever make money?
In a world of tariffs and turmoil, marketing’s insight is a superpower
CFOs never waste a good crisis, and neither should marketers. Here's how to protect your budget and use VOC to grow customer loyalty in a hard time.
Marketing artificial intelligence (AI)
Why AI proficiency is today’s must-have marketing skill
This is what AI is actually changing in B2B marketing — and why your next career move depends on how fast you adapt.
Marketing artificial intelligence (AI)
What AI means for the future of agency-brand partnerships
Workflows are changing. Expectations are shifting. But agency value? Still strong — if both sides are ready to evolve.
The competition you’re ignoring is costing you customers
Your biggest competitor may not be who you think. Here’s how to uncover the real threats to your revenue.
Why ROI is undermining B2B marketing effectiveness
Measuring ROI at the tactical level is misleading. It’s time to prove how brand investment delivers meaningful, long-term financial returns.
5 ways to help your B2B organization succeed with AI agents
More AI agents are coming, and your team needs to be planning for it right now. A new report from Forrester offers guidance for marketing leaders.
The GTM revolution is here. Are you ready?
The GTM revolution is not a televised event to be watched passively but an active transformation demanding a fundamental reset in strategies.
13 must-try B2B marketing optimization tools
Check out exciting tools that can optimize your B2B marketing efforts, from data to video and AI.
How B2B and B2C brands are winning hearts with memory-driven CX
The future of CX isn’t just personalized — it’s nostalgic. Learn to use past moments to create deeper customer connections.
Marketing on Reddit: What you need to know
What you need to know about marketing on Reddit. Updated with details about the new tools for small and medium businesses.
How the event-first approach to marketing can maximize research ROI
Having your partners and community shape the research will give you content people want and a built-in audience interested in your events.
Marketing artificial intelligence (AI)
State of the Stack 2025: Homegrown martech surges as AI accelerates development
Spurred by AI, marketers are using more tools than ever, and they're making an increasing number of them, according to The MarTech State of the Stack report.
Marketing artificial intelligence (AI)
AI-powered martech news and releases: March 20
Half of all Americans use AI, and that holds true for nearly all demographic slices.
Marketing artificial intelligence (AI)
Why ignoring consumers’ AI concerns is a costly mistake
There's a significant gap between how marketers and consumers feel about AI. Here's what to do about it.
The hard truth about what AI will do to GTM
Forget persuasion. AI is changing the rules of B2B GTM, putting buyers in the driver’s seat. Find out how to adapt — or risk irrelevance.
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.