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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Cutting through the hype: Generative AI adoption in B2B
AI adoption doesn't have to be overwhelming. Here’s how to successfully integrate generative AI into your B2B operations.
3 reasons why digital video and CTV are booming in 2024
Here’s the data and developments fueling advertisers’ growing interest in CTV and digital video.
7 tips for using marketing automations to drive leads
Marketing automations can help you streamline processes, increase productivity and, yes, capture more leads.
Alicia Arnold: Spotlight on the expert
Alicia tells us how she discovered her talent for translating technology and helping marketers better serve their customers.
How would a TikTok ban impact influencer marketing?
A ban would hurt some influencers and the brands they work with. It could also be a big opportunity for existing and new social media platforms.
Curb introduces one-stop advertising solution
Ride-hailing app Curb launches Curb Journey Connect, allowing advertisers to plug into mobile and in-cab screens in over 40 U.S. markets.
Marketing artificial intelligence (AI)
Meta rolls out genAI features for advertisers
Current and upcoming tools in Ads Manager’s Advantage+ creative suite aim to cut down on creative production time for scaled-up campaigns.
Lead scoring for existing customers: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: how to score and act on leads among existing customers.
The problem with B2B marketing: Misaligned measurement is stifling innovation
Dive into the systemic issues hindering creativity in B2B marketing and how to strategically leverage advertising for long-term brand growth.
New ways to identify B2B buying group members
Here’s how AI-powered solutions from Demandbase, Anteriad and 6sense can help you find and engage the right decision-makers.
Marketing artificial intelligence (AI)
How Iron Mountain implements conversational AI to drive engagement and revenue
The information storage services provider uses Conversica’s MAP integration to roll out two-way conversations across marketing, sales and customer care.
7 steps to creating an audience-based B2B marketing plan
Boost marketing-driven revenue with granular audience segmentation. Use this 7-step framework for targeting the right prospects.
Marketing artificial intelligence (AI)
Email tactics and CTAs for lead generation: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: lead gen tactics and CTAs for email.
Adtech’s approaches to greener marketing
Mastercard and HSBC Bank were among those discussing ways to reduce carbon emissions at the Green Media Summit.
Customer relationship management (CRM)
MarTech’s CRM experts to follow
CRM is essential to martech. Doesn't matter if you're B2B or B2C, you use it. Here are the must follow voices to stay up to date on the latest developments.
How ABM systems are evolving to meet changing B2B buying behaviors
AI and changes in buyer behavior are driving new trends in account-based marketing and the technology used for it.
Hootsuite to acquire social analytics company Talkwalker
New offering will combine social media campaign management with analytics powered by Talkwalker’s Blue Silk GPT genAI technology.
Marketing artificial intelligence (AI)
Nicole Greene: Looking forward with AI
Gartner's AI expert explains how search generative experience will change everything and why chatbots are the next frontier in advertising
LinkedIn introduces CTV ads for B2B campaigns
LinkedIn CTV Ads allows B2B marketers to scale campaigns with partners, including Paramount, Roku and Samsung Ads.
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.