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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62% of B2B CMOs not ready to compete against AI-enabled companies: report
AI is breaking the old playbook for brand discovery, and most B2B CMOs admit they’re not ready for what comes next.
Why B2B AI stalls — and the 5 pillars that unlock scale
A framework for turning disconnected AI experiments into a governed, repeatable engine that delivers measurable business results.
Google exec says AI search optimization is ‘the same’ as SEO
Nick Fox, SVP of Knowledge and Information at Google, says the key to success remains building great sites and giving users great content.
Cvent buys Goldcast to create event and video marketing platform
The acquistion signals a shift toward unified event and content workflows, bringing AI-powered video creation into the event marketing stack.
Stronger targeting starts with aligned personas and ICPs
ICPs alone fall short. Pair them with personas to create clearer targeting, sharper messaging and better performance across your martech stack.
Marketing artificial intelligence (AI)
Why AI content strategies need to focus on tasks not transactions
Most people use AI assistants to think, not shop — and new data shows marketers may be optimizing for the wrong kind of query.
How to use CTV to strengthen your ABM strategy
Bring CTV into ABM with clear use cases, sharper account lists, tighter channel coordination and measurement that proves real impact on pipeline.
Why today’s buyer journey no longer fits the funnel
Self-directed buyers, shrinking budgets and embedded AI are redefining what effective marketing leadership looks like in 2026.
Marketers see big gains from content strategy overhaul
A majority of marketers report stronger results from their content strategies this year — and it’s not just because of new tech.
How to design holiday promotions that work
Your holiday offers may reduce margins rather than drive real demand. Price discrimination and sales hangover dynamics show what’s actually working.
What happens when no one clicks anymore
Learn how shifting user behavior in the age of AI could impact traffic and revenue — and what marketers and publishers can do to stay ahead.
Google to auto-link YouTube channels and Google Ads accounts
The auto-linking between YouTube and Google Ads gives advertisers instant access to powerful audience data but requires oversight of permissions.
Stop blasting and start connecting with better email strategy
Too many marketers treat email like a free megaphone—but when it’s done right, it’s the most powerful relationship builder in you have.
The real story behind Cracker Barrel’s rebrand — and why it matters for B2B brands
A rebrand unraveled by bot-driven outrage. Here’s what it shows about brand risk, trust and the emotional stakes driving B2B marketing.
What B2B marketers can learn from Asia’s fast-evolving strategies
From China’s mobile-first tools to Japan and India’s evolving practices, these shifts show how buyers react when messaging, data and culture converge.
The quiet positioning mistakes that kill growth
Misaligned messaging breaks trust fast. Dropbox shows how disciplined positioning scales. Here’s how to fix your internal signals.
Why your AI strategy isn’t delivering ROI and how to fix it
Tired of 'fixing the chatbot?' Let's build an AI system that thinks with you and turns your team's knowledge into measurable ROI.
Optimization and personalization
Why behavioral segmentation beats personas for real personalization
Personas oversimplify people. Behavior reveals intent. Here’s how behavioral segmentation helps brands create more relevant, trust-based personalization.
How small companies can win with account-based marketing
ABM isn’t just for enterprises. Smaller companies can now use AI, automation and focused targeting to drive efficiency, close deals faster and scale smarter.
Natural backlink profiles: What they are and why they matter for B2B SEO
What makes a backlink profile “natural” in B2B SEO? Learn how to build trust, avoid penalties, and earn links that help your content rank and convert.
Why GTM keeps selling to the least profitable people
Evangelism feels heroic — but it's burning your budget. Want GTM that compounds value, not waste? Learn the causal way.
5 ways a B2B CDP transforms your marketing and sales alignment
B2B CDPs unify fragmented data, reveal buying group behavior and turn sales and marketing into one revenue engine. Here’s what makes them indispensable.
Your nurture strategy is lazy marketing
Most B2B nurture programs fail because they automate instead of connect. Here are four steps to build a nurture system that drives engagement and conversion.
AI search is collapsing the B2B buyer journey
AI-powered search rewards credibility and depth. For B2B marketers, authority — not traffic — defines growth in the age of AI.
The TikTok-fueled shift B2B marketers can’t afford to ignore
As Gen Z turns digital fluency and economic pressure into influence, brands are learning to meet audiences where trust and commerce converge.
Why your B2B strategy should start with a story that builds trust
In B2B, trust is the real product — and storytelling is how you earn it. Here’s why every strategy should start there.
Marketing artificial intelligence (AI)
Why agentic AI is the next big shift in CX strategy
Agentic AI helps brands anticipate needs, simplify journeys and blend human judgment with AI speed for faster, smarter customer experiences.
Salesforce launches Agentforce 360 to embed AI agents directly in Slack for marketing teams
As Salesforce makes Slack the hub for AI agents, marketers face familiar hurdles: fragmented data, unclear ROI and cost creep.
You’re paying your sales and marketing teams to sabotage each other
Growth stalls when sales and marketing are rewarded for different wins. Better incentives get both teams rowing in the same direction.
Why it’s time to rethink your B2B thought leadership strategy — especially around events
Hidden buyers trust thought leadership more than marketing. Ann Handley and Katie Robbert show how authentic voices and live events turn ideas into influence.
Adobe introduces AI agents to help B2B marketers navigate long buying cycles
The new AI agents aim to help tackle long buying cycles by identifying decision-makers, personalizing journeys and accelerating deal flow.
How to unify customer data using tools you already have
Even without a CDP, marketers can start delivering personalized experiences by using existing CRM and BI tools to unify customer data.
Content and brand tips for the AI era
Drew Brucker, head of brand and content at Goldcast, talks about how content, brand and webinars evolve in an AI world.
Marketing artificial intelligence (AI)
OpenAI expands ChatGPT into an app platform — and a new channel for marketers
Making ChatGPT into an app platform creates a new, high-intent channel where marketers can reach 800 million users directly in conversation.
Invalid traffic detection gets smarter with HUMAN’s Page Intelligence
The latest addition to the company's ad protection suite gives brands new control over fraud and performance data.
AI search is shifting traffic from volume to value
AI search is reshaping how audiences find brands, driving fewer but higher-value visits that demand authenticity and reward originality over volume.
IAB cuts ad forecast as tariffs take a bite out of spending
Ad spend growth is expected to drop from an earlier prediction of 7.3% to 5.7% as 91% of ad buyers say tariffs are driving budget decisions.
Your content strategy just died. Here’s what comes next.
If you don't have a parallel, machine-readable version of your content, AI will misrepresent your brand, and competitors will write your story.
Why genAI search is as bad for shoppers as it is for marketers
GenAI search engines promise the “best” information, but deliver shallow, incomplete answers that frustrate buyers and shortchange sellers.
Account-based GTM pods that turn strategy into pipeline
Many ABM programs stall in execution. Pods align marketing, BDRs, sales and CS into one revenue team that drives meetings and growth.