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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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.
Demand gen leaders say they struggle with the same stubborn challenges
The 2025 State of Demand Gen Report has a lot of challenges you've heard before. But it also offers up some potential solutions.
How ChatGPT search reshapes the B2B buyer’s journey
A simulated buyers journey shows how ChatGPT search influences B2B buying through research, decision-making and vendor discovery.
AI adoption in CX is rising, but implementation challenges remain
The C-suite understands the importance of CX and its place as a revenue driver. So, funding is easier, but getting it up and running is still hard going.
Winning the race to profitability with a dynamic ICP
The concept of an ICP is often misunderstood. Let's set it straight.
6 B2B paid media platforms where you can advertise effectively
Make your B2B ads work smarter. Learn how to target high-value decision-makers across key platforms, such as Google, LinkedIn, Meta and more.
Smarter attribution strategies to help B2B marketers prove campaign value
A new LinkedIn report highlights ways marketers can improve their tracking and optimization of results.
Marketing artificial intelligence (AI)
AI-powered martech news and releases: February 6
OpenAI is running its first-ever TV commercial during the Super Bowl. This is a case study in "How to tell if your company has too much money?"
Marketing artificial intelligence (AI)
Balancing the human-to-AI mix in B2B marketing
While the hype warns AI will take marketing jobs, its pattern matching can’t beat a human’s creativity, empathy and problem-solving.
What do C-level execs think of their GTM strategies?
Frank conversations with executives touched on risk and business acumen; things marketers probably don't think about very often.
Your 4-step guide to local marketing success
Local marketing requires going very deep on a particular group of people. Here's what you need to know.
Are you focusing on valued customers or volume customers?
Some customers drive loyalty and others drive volume — both matter. Here’s how to engage each group while optimizing your resources.
Marketing artificial intelligence (AI)
A 3-step guide to unlocking marketing ROI with causal AI
Is your marketing team ready for causal AI? These three steps will reveal gaps and set your GTM strategy up for success.
2025 is the year for B2B brands to embrace CTV
CTV is no longer just for B2C. Here’s how to crack the code for success with advanced targeting, storytelling and more.
Marketing artificial intelligence (AI)
What is DeepSeek? A boon for marketers and a threat to Big Tech
The powerful open-source AI from China is less expensive than ChatGPT and Gemini and just as good. Expect better and cheaper marketing tools soon.
How the Salesforce Lead Object broke B2B marketing (and how to fix it)
Effective sales and marketing in B2B relies on accounts. Salesforce was designed to focus on leads. Therein lies the problem.
An open letter to CEOs and CFOs about GTM
Insights into an AI-driven GTM landscape and how leaders can align for success in a networked, probabilistic marketplace.
HubSpot’s SEO collapse: What went wrong and why?
Organic traffic has dropped big time for HubSpot, considered by many to be the gold standard of B2B vendor blogs.
Bombora integrates with Audigent’s PMPs
Bombora's B2B marketing customers can now reach audiences through Audigent's private marketplaces.
Marketing artificial intelligence (AI)
Story-driven marketing campaigns: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: Story-driven approaches to multichannel campaigns.
Content management systems (CMS)
How to select a CMS that powers SEO, personalization and growth
A CMS isn’t just about content. Selecting the right platform ensures better SEO, personalized experiences, and scalable infrastructure.
Microsoft Clarity launches Google Ads integration
Microsoft Clarity's new Google Ads integration gives marketers visibility into post-click behavior, allowing them to track user interactions.
Marketing artificial intelligence (AI)
AI-powered martech news and releases: January 16
GenAI companies have a problem: It costs more the more people use it. And OpenAI CEO Sam Altman says, "People use it much more than we expected."
IAB expects digital advertising growth to slow considerably this year
Lack of ad spending for the Olympics and elections cuts growth to 7.3%, down from last year's 11.8%.
Marketing artificial intelligence (AI)
AI continues to aid marketers’ quest for authenticity: Report
2025 looks to be a year when marketers' refine trends and strategies already underway, according to a new HubSpot report.
Social media and influencers: 2025 predictions
Marketers will seek full-funnel engagement, comprehensive customer service and help from AI over social media platforms this year.
Data, AI and advertising: 2025 predictions
How new strategies and AI-powered tools will help advertisers get the most out of budgets and ad experiences in 2025.
7 proven strategies for effective B2B customer retention
Nearly three-quarters of B2B revenue comes from existing customers. Here's advice on how to keep the accounts you already have.
Optimization and personalization
Personalization’s double-edged sword: Balancing relevance with intrusiveness
Consumers really like personalized marketing content and are really nervous about companies gathering data to provide it. Here's how to address that.
Marketing artificial intelligence (AI)
AI agents: 2025 predictions
AI agents will gain wider use and deliver better experiences and more insights for marketers. Here’s how.
This 4-pillar foundation will break down silos for account-based expansion
This approach focuses on GTM alignment, including shared goals, clear roles, collaborative communication and unified metrics.
Marketing artificial intelligence (AI)
Delivering large B2B marketing events: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: What marketing managers do to execute large marketing events.
Why FAQs should be your go-to marketing tool
Frequently asked questions aren’t just for customer support. They’re the backbone of clear, consistent marketing communication.
How to maximize event ROI using smart budgeting
Understanding user conferences' true costs and revenue potential is the key to building a business case for events as a cornerstone of content strategy.
Marketing artificial intelligence (AI)
AI transformation: 2025 predictions
Experts predict that AI will spur transformation around data, content optimization, decisioning and hiring chief AI officers in the year ahead.
Google Ads rolls out Brand Report for enhanced advertiser insights
New feature provides a unified view of brand campaign performance with deduplicated reach and frequency metrics across multiple campaigns.
Customer experience and brand: 2025 predictions
Here’s how organizations will shift focus in the coming year to deliver more purposeful engagements that grow awareness, trust and revenue.
Google tightens ad policies to align with Search spam rules
Advertisers risk ad disapprovals if their sites violate spam policies, making search compliance critical to PPC success.
Customer experience tools and strategies: 2025 predictions
Don’t expect a sea change. Keep delivering flexible, seamless experiences while considering these areas of improvement that will make an impact in 2025.
Marketing artificial intelligence (AI)
Email content for B2B decision-makers: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: Reaching decision-makers with the best email content.