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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4 key features in Salesforce’s Agentforce 2.0
The new version of Agentforce adds a pre-built skills library, Slack integration, a more powerful reasoning engine and an agent testing center.
5 content killers that ruin results — and how to fix them
Struggling with underperforming content? Avoid these common pitfalls and deliver value to your audience to boost engagement and results.
How Gen Z values are changing marketing
Gen Z demands authentic, sustainable and community-driven marketing. Here’s how brands can meet them where they are.
How to get your email marketing ready for iOS 18
Apple's new operating system brings big changes to how people get and interact with their email.
It’s time for B2B marketing to understand its GTM role
2025 will be tough, but it's time to be able to answer the C-suite's questions about the role marketing plays in the GTM eco-system.
Creating personas for account-based marketing (ABM): Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: How to build personas for ABM campaigns.
Marketing artificial intelligence (AI)
AI adoption gap found between executives and entry-level marketers
New studies point to gaps stemming from marketing role and company size. And very few marketers want AI "in the driver's seat" just yet.
How AI can revolutionize creative impact measurement
Marketers are stuck using slow and imprecise tools to assess what's working with their creatives.
Marketing artificial intelligence (AI)
How AI is radically reshaping marketing budgets
Join us for a practical deep dive into the financial and organizational implications of AI in marketing (B2C & B2B)
Marketing artificial intelligence (AI)
AI-powered martech news and releases: December 5
Nearly half of advertisers mostly trust AI to make campaign decisions without human help, a new report says.
Why personality data is key to scalable B2B marketing
Crack the code of scalable personalization with the 65/75 rule, where personality-driven strategies meet marketing success.
6 things to look for in a B2B influencer
LinkedIn research drills down on the traits to look for when selecting B2B influencers to work with.
Demandbase rethinks ABM amid B2B marketing challenges
Veteran ABM platform Demandbase is asking foundational questions about the category as B2B marketers feel the pain.
Marketing artificial intelligence (AI)
AI is poised to disrupt the world of martech vendors and users
The Martech AI 2025 report shows how genAI is already changing the martech stack and the way digital marketers are operating.
Informa TechTarget emerges as a B2B data giant
Nearly a year after it was proposed, and days after approval from shareholders, the Informa TechTarget merger is official.
Marketing artificial intelligence (AI)
Why causal AI is the answer for smarter marketing
In turbulent SaaS and B2B markets, causal AI enables marketers to defend their investments and optimize GTM strategies.
Zeta stock rebounds after detailed report rebuttal
The AI marketing cloud provider highlighted the accuracy of its financial statements and refuted claims of 'round tripping.'
DOJ seeks sale of Chrome in Google antitrust case
The Justice Department also reportedly wants to expand advertiser control and transparency and ban exclusive search contracts.
TikTok launches AI video generation tool for marketers
Symphony Creative Studio turns product descriptions or URLs into video clips.
Marketing artificial intelligence (AI)
Zeta to address financial accusations after stock price drops 34%
Short-seller's report charges AI marketing cloud provider with questionable accounting practices and running consent farms to collect data.
DemandScience and Terminus merge, keeping data at the center of B2B marketing
These are interesting times in B2B marketing, a crowded space with a loud debate around strategy.
Sinch introduces RCS features in Customer Dashboard
Following the iOS 18 update, many more phones have RCS. Now marketers can reach these users with rich content.
Marketing artificial intelligence (AI)
Consumers are underwhelmed by AI experiences
Less than a third of consumers believe AI-powered experiences meet their expectations and 40% are skeptical about it, according to a new Lippincott study.
2025 GTM forecast: Key shifts redefining the future of go-to-market strategy
Insights from top executives reveal a shift toward AI-enhanced teams, B2B strategy renewal and heightened accountability in marketing.
Why generational stereotypes are failing marketers and how to move past labels
Stereotypes limit real market understanding and the benefits of a nuanced approach. Here’s what to do instead.
Why B2B CMOs are frustrated with ABM platforms
Unsure about your ABM platform's value? Learn the pitfalls, from high costs to cross-department challenges, and explore agile alternatives.
Why B2B marketing must adopt B2C tactics
Engage digital-first buyers with consumer-style marketing while balancing creative tactics with B2B fundamentals.
Why account-based expansion is B2B’s next growth lever
Struggling with rising acquisition costs? Unlock hidden revenue by shifting your ABM approach to focus on account-based expansion.
New horizons for data-driven direct mail marketing
The way direct mail combines digital with, well, mail can look like the way CTV combines digital with, yes, TV. And the ROI is still good, marketers say.
Marketing artificial intelligence (AI)
AI-powered martech news and releases: October 31
Do customers trust AI? 60% said yes in one survey, but 52% are worried about it in another survey. Do they trust companies with AI? Not much.
Beyond the funnel: A new approach to content marketing
B2B brands focus too much on the customer journey and not enough on how to be top-of-mind before that journey even begins.
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.