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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Political ad spending shifts regional CTV costs for brands
As national advertisers divert spending to non-swing states, regional advertisers get some relief.
Reaching consumers in the age of AI: What you need to know about search and social media
Search still reigns supreme with consumers, but the cracks are showing as younger demographics increasingly use social media.
Google Performance Max gets new AI-powered video creation, asset testing
Company integrates advanced Imagen 3 AI model for creative optimization, along with testing and ad rank Performance Max capabilities.
The service model evolving around CDPs
CDPs are adding new capabilities and finding new uses across the organization. Getting the most from them may mean looking beyond the vendor.
One-third of SMBs are looking to new martech to target customers
Three-quarters of SMBs are adopting or considering new martech solutions over increasing concerns about engaging new and existing customers.
What the LinkedIn debate over a HockeyStack report says about B2B marketing
There are at least two schools of thought on B2B marketing right now. And all we can say for sure is, ‘It’s complicated.’
Google blasts DOJ’s ‘radical’ proposed breakup plan
Company argues a breakup would make advertising less valuable, while harming publishers and merchants.
Google rolls out new AI-organized search results, AI Overview links
Google's organized search results will now let you see content and perspectives from all around the web, including articles, videos, forums and more.
Marketing artificial intelligence (AI)
Zeta Global unveils connected mobile experience and AI agents
Pulling together data from mobile into the customer profile improves SMS, push notifications and in-app messages, and informs cross-channel strategies.
Behind the scenes of Betterment’s B2B brand awareness campaign
How the fintech company is using pro athletes to establish itself with businesses and millennials as a trusted, long-term financial partner.
7 weak spots in Google’s defense against DOJ antitrust claims
Google's put on a strong defense, arguing its advertising practices benefit customers and are not anti-competitive. Will they hold up under attack?
Marketing artificial intelligence (AI)
Why AI’s agents and commodification are good news for marketers
The genAI industry is spending trillions to create interchangeable brands and products that are saving marketers time and money.
Overcoming workplace politics: A marketer’s guide to cross-functional partnerships
Kicking off Day 2 of The MarTech Conference, executives discussed building relationships and mastering the politics of marketing leadership.
Project and workflow management
As Canva targets enterprises, it risks losing SMBs due to higher prices
Ramping up AI-powered tools and collaboration, Canva sharpens focus on enterprises for its next decade. Small teams feel the pinch.
Salesforce to buy enterprise knowledge platform Zoomin
The new technology improves personalization across all interaction points and provides and analyzes content consumption patterns and user behavior.
What to do when your vendor has a data breach
Last year, 61% of companies reported a third-party data breach — so it's only a matter of time until you will have to deal with one.
Where AI falls short in high-stakes B2B industries
AI's role in B2B marketing isn't universal. Learn where human expertise trumps automation in content, design and regulated industries.
Marketing artificial intelligence (AI)
AI-powered martech news and releases: September 19
At Salesforce’s Dreamforce and HubSpot’s Inbound the talk is all about agents and their ability to deliver on AI's promise.
HubSpot unveils Breeze, its ‘complete AI solution’
Platform has personas for marketing, sales and service, as well as four bots and more than 80 other new features.
Marketing artificial intelligence (AI)
Salesforce launches new, ‘more trustworthy’ generation of AI bots
Agentforce is designed to take actions on its own using guardrails and can be customized without much technical know. CEO Marc Benioff calls it, "AI for the rest of us."
Oracle enhances its Unity CDP offering
B2B marketing is at the center of product announcements at Oracle CloudWorld, especially focused on Oracle Unity CDP.
Meta to restrict data in Business Tools, impacting ad targeting
Data restrictions aim to enhance privacy, but may complicate ad targeting and potentially pause ads with highly targeted UTMs.
The 4 types of content buyers want
Create high-impact content by understanding buyer preferences and leveraging existing assets.
Optimistic marketers increase expected ad spend
Growing economy has ad buyers increasing their 2024 ad spend projections to 11.8%, up significantly from last year.
Google Ads to deprecate enhanced CPC for search and display ads
Company will begin phasing out enhanced CPC in October, with the goal of transitioning all remaining campaigns to manual CPC by March 2025.
Google Ads unveils advanced performance planner for YouTube campaigns
Google is also testing a new "Promotions" feature for App Campaigns that can create event-driven promotions tailored for mobile users.
Marketing artificial intelligence (AI)
Data analysis and market research top list of AI use cases
Marketers seek practical AI applications for campaigns, study finds. And CTV eclipses AI among consumer interests.
Marketing artificial intelligence (AI)
Essential stack for a B2B startup: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: the most important platforms for growing a B2B startup.
5 key trends we’re seeing in B2B marketing
These five trends are knocking traditional B2B marketing sideways. They're here to stay.
HubSpot experts share tips for successful CRM implementations
Whether you're using HubSpot support or implementing on your own, here are some factors and steps to consider.
How to choose a data enrichment solution
Do you have all the data you need? If you don't, here are the issues to look at when picking a data enrichment provider.
Transitioning to a headless CMS: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: Factors when considering a headless CMS.
How to identify high-churn personas in B2B and mitigate their risk
Here are the six types of people most likely to stop using a B2B product and how to handle them.
The small B2B marketing team’s guide to ABM
Focus your efforts and amplify your results with these practical tips for implementing account-based marketing.
The marketer’s guide to conquering data quality issues
Learn to measure ABM success with our guide on the essential metrics that go beyond traditional tracking and drive real business impact.
Marketing artificial intelligence (AI)
AI-powered martech news and releases: August 15
Tech companies are spending a lot on ads touting AI, despite more research showing it turns off consumers.
Email marketers sharpen deliverability tactics at MailCon
Experts from Google and across the email marketing landscape offered strategies in the “post-Yahoogle” era.
U.S. considering forcing a Google breakup
Could Google be broken up in the not-too-distant future? Could the U.S. government force a sale of Chrome, Android or Ads?
IAB releases updated IAB Diligence Platform
The platform, powered by Safeguard Privacy, will keep the adtech industry current on privacy compliance.
Customer relationship management (CRM)
22 must-have reports for measuring CRM health
Find out the reports you need to monitor data hygiene, improve marketing and sales processes and much more.