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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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.
Your top B2B YouTube ads questions – answered
YouTube isn’t just for B2C. Here's how B2B brands can use video ads to build trust and move buyers through complex sales cycles.
5 tips for marketers planning to evaluate B2B data vendors
Need a B2B data vendor to help with enrichment or hygiene? Review this list of five tips first.
B2B marketing can’t hide from change forever
The whole world is changing. B2B marketing, not so much. Here’s a swift kick in the pants to get us going.
Marketing artificial intelligence (AI)
Firefly brings AI-powered content creation into Creative Cloud and marketing workflows
The revamped platform includes the ability to use Google and OpenAI genAI models, as well as Firefly's Video model.
B2B marketers want results, not more technology
69% of marketers value delivered insights or "done-for-you" services over adding new tools to their tech stack.
5 tactics to make your B2B content hit harder and stick longer
Make your content work harder with eye‑catching visuals, curiosity‑driven titles, real‑world scenarios, risk‑free CTAs and practical how‑tos.
Google is keeping cookies in Chrome
The tech giant reverses course on its long-planned depreciation of third-party cookies.
Is your ABM strategy keeping up with the times?
Enhance your ABM efforts with smarter data practices, precise targeting and full-funnel engagement.
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.