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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A new report from G2 shows buyers shifting away from vendor interactions as vendor trust wanes.
The COVID-19 pandemic raised the stakes on customer journey orchestration, especially for later-stage customer success and loyalty.
Once you understand the benefits of customer journey orchestration you can begin asking the right questions.
Account-based marketing is evolving rapidly. Here are seven of the top developments in the space.
Do manual processes such as inputting data to spreadsheets still play a big role in your working life? Last week to take our quick poll.
Instead of depending on segments to drive messages and experiences, AI tailors to individual customers at scale.