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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Natalie Jackson: Spotlight on the Expert
Natalie Jackson tells us about her start in creative writing and magazine publishing, and about the role of thought leadership in her professional development.
Adobe: Enhancements to B2B and CDP offerings
There was product news for B2B marketers at Adobe Summit around Marketo and Journey Optimizer, as well as enhancements to Real-Time CDP.
Why influencer marketing is critical in B2B
Get actionable tips for finding industry experts, ensuring value alignment and amplifying influencer content across channels.
Beyond attendance: Unlocking B2B growth with event-led strategies
Event-led growth is revolutionizing B2B event planning and execution, leading to higher engagement and measurable results.
24 questions to ask identity resolution vendors during a demo
Identity resolution allows marketers to more accurately target and personalize brand messages to create better customer experiences.
Maximizing your B2B spend: Is account-based marketing worth it?
ABM promises precise B2B targeting, but is it right for you? Learn the pros, cons and key considerations for implementing ABM effectively.
MarTech Salary and Career Survey: More promotions and more layoffs
Overall, the median salary of men is 35% more than the median salary of women. At director and up, women earn 5% more than men.
Transform your B2B brand: 7 strategic insights
Is your company considering a makeover? This marketing advice will help avoid serious headaches and unearth new inspiration.
How to find and nurture top-notch B2B writers for high-converting content
A strategic approach to building a team of savvy B2B writers with the ability to craft compelling content that resonates with your audience.
Marketing artificial intelligence (AI)
3 proven ways to use ChatGPT to beef up your content strategy
Scale content creation, outmaneuver competitors and intuitively map reader journeys using ChatGPT.
The false allure of B2B intent data
Unpack the complexities of intent data, from false positives to the value it brings, and why it's crucial not to rely solely on in-market signals.
LinkedIn now allows brands to sponsor any organic post
Businesses can now promote content from any user on LinkedIn with Thought Leader ads, as opposed to just verified employees.
How Canva is approaching B2B customers with AI-powered tools
Canva rallies customers with a B2B push to get the word out about its Magic Studio suite of AI products.
Marketing artificial intelligence (AI)
Microsoft rolls out Copilot AI to more advertisers
Copilot allows marketers to instantly generate assets for campaigns, such as images, headlines, and descriptions.
The B2B CEO’s social media checklist
Gain insights on transforming social media from a tactical afterthought to a strategic revenue driver for B2Bs.
Simplifying your martech stack: From pipeline efficiency to brand affinity
Learn how to adapt your martech stack to better serve the 95% of future customers not ready to buy now.
Here’s what happened at B2BMX 2024
Every year, B2B marketers gather in Scottsdale, Ariz., to mingle and talk shop. This year, they talked a lot about AI.
The B2B case for retention marketing: 7 key tactics
Explore essential retention marketing approaches to boost B2B profitability by increasing customer life-time value.
Why B2B marketing needs brand building more than lead gen
The B2B obsession with lead gen metrics contradicts marketing fundamentals and prevents awareness from developing into active demand.
5 simple ways to improve customer experience
Learn how brands can enhance experiences, from anticipating customer needs to improving record-keeping and communication.
How social listening can be a B2B content marketing goldmine
Tap into social conversations to make your B2B content strategy less risky and more relevant. Let your audience's own words guide your content creation.
B2B content marketing: Driving success through strategic content creation
B2B content marketing has emerged as a powerful tool for businesses to engage, educate, and convert their target audience.
How to craft killer CTAs that convert B2B prospects
Learn the fundamentals of what to do to create compelling B2B calls to action for successful email outreach.
3 ways to engage B2B buyers pre-deal
Get on B2B buyers' radars earlier through relevant content experiences, customer stories and strategic event participation.
Marketing artificial intelligence (AI)
How to do an AI implementation for your marketing team
The CMO of Unanet explains what it took to implement AI with her team. The secret sauce: Education, experimentation and a clear AI policy.
Drift acquired by sales engagement platform Salesloft
Conversational B2B marketing platform Drift will combine its AI powers with those of Salesloft.
Did martech break B2B marketing?
If so, does AI present a solution or just bring us back to the same old question: Which comes first, marketing or technology?
Why bottom-of-the-funnel SEO is the game-changer your B2B needs
BOFU SEO focuses on high-intent keywords to attract prospects ready to convert. Learn how to create content for ready-to-buy prospects.
Current trends in marketing and data have deep roots
Macro-trends identified in the latest Winterberry Group Outlook presentation have roots in the recent past.
Winning the B2B race from sales to profitability
Growth is exciting, but profitability is the real prize. Learn when to shift your focus from acquisition to retention and lifetime value.
Can a programmatic approach bring efficiency, savings to B2B lead gen?
B2B lead generation is often a time-consuming, manual process. Maybe it’s time to re-think how it’s done.
Sendoso acquires Alyce, as gifting, direct mail platforms consolidate
Remote work presented challenges for direct mail. Can AI make a difference?
Marketing automation buyer’s guide
Does your organization need a marketing automation platform?
The benefits of using a MAP start with real-time, personalized, omnichannel experiences — but they don't end there.
How one tech company is doing marketing without cookies
Sentry.io shares its story of what went right and wrong getting rid of cookies and how they're now doing marketing.
Integrate launches new Performance Center
As B2B marketers face budget constraints, Integrate introduces some new AI-driven capabilities for demand and campaign management.
Redefining ‘leads’ in B2B: Why data enrichment is key for lead gen
Learn why behavioral momentum is essential for true lead qualification in B2B and the value of authentic engagement for data enrichment.
Salesforce’s full-funnel approach to social media
Social listening and analytics inform the company’s growing social media team on how to engage customers and streamline customer care.
How to develop a winning B2B ideal customer profile
Struggling to attract quality B2B leads? Learn to build an effective ICP, integrate it into your strategy and avoid common mistakes.
Salesforce experts share tips for ensuring a smooth implementation
Salesforce Marketing Cloud experts give suggestions on what you need to do to have an easy and successful implementation.
Informa Tech/TechTarget merger would create a B2B data giant
The goal of the deal appears to be a single entity that can provide first-party data at scale.