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.
Don’t miss out! Get MarTech delivered daily to your inbox. Subscribe for free!
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.
Google rolls out new features for Local Service Ads
One new feature is designed to increase ad engagement and rankings, while the other provides greater budget controls.
Marketing artificial intelligence (AI)
AI-powered martech news and releases: August 8
Consumers are really, really not impressed with AI, consistently preferring products that don't mention AI over those that do.
What is account-based marketing?
Interest in ABM is surging as technologies to target key accounts improve and relevant data becomes more accessible.
Google phasing out Smart Campaigns in favor of Performance Max
Google's shift from Smart Campaigns to Performance Max signals a major push toward AI-driven, cross-platform advertising solutions.
Marketing artificial intelligence (AI)
Unlocking AI’s potential in B2B marketing
Key B2B considerations for successful AI adoption, from team preparation to selecting context-aware solutions.
What the Google antitrust ruling could mean for advertisers
Changes in technology and consumer behavior make this the perfect moment for companies that want to challenge Google's dominant market position.
Aflac’s approach to Gen Z engagement
How the widely-recognized insurance brand promotes omnichannel engagement for Gen Z and the rest of us.
Why Google lost: The DoJ’s case in 11 slides
Here is what you need to know about the Google antitrust case from the Justice Department's closing presentation.
Google Ads hit by major reporting glitch, exposing competitor data
Competitors' sensitive information is being exposed to advertisers while key reporting tools and product management features are inaccessible.
Experian rolls out retail media network solution
Identity resolution plays an important role in proving RMN value while remaining transparent and privacy-compliant.
Meta ad revenue up 22% in second quarter
The Facebook parent had a second quarter revenue of $39 billion. Zeta Global and Criteo are reported improved earnings.
How to build a better buyer journey using customer behavioral data
Struggling to connect content with your buyer's journey? Here's how to leverage personality insights for better results.
Second quarter saw slowing ad spend on most platforms
While Amazon Sponsored Products, Facebook, Google search and Instagram all saw lower growth, YouTube was up 28% thanks to a big increase in impressions.
How customer satisfaction fuels B2B profitability
Learn what drives customer satisfaction, how to measure it and ways to boost your company's long-term profitability.
Why buyer groups matter in B2B demand gen and how to target them
Unlock the potential of B2B buyer groups by identifying, targeting and engaging stakeholders beyond the C-suite.
Channel99 introduces digital channel scoring for B2B
B2B marketers would love to know where their ad dollars are performing efficiently. Channel99 is trying to take the guesswork out of it.
How to measure what matters in account-based marketing
Learn to measure ABM success with these essential metrics that go beyond traditional tracking and drive real business impact.
Planting seeds and building trust in a world of overnight wins
Building a thriving B2B brand is a long-term game. Learn how strategic branding and consistent effort can yield remarkable results.
CTV ads beat mobile and desktop for viewer attention
New study using facial analysis finds digital channels and ad formats matter for winning customer attention and outcomes.
Digital video ad spend sees 16% increase this year
IAB report finds more money moving to digital video advertising even as measurement problems persist.
Pipeline 360 launches new display advertising platform
A convergence of first-party based display advertising and content syndication creates what Pipeline 360 is calling 'branded demand.'
How to clarify marketing metrics to impress the C-suite
Effective ways to tackle ROI challenges, justify marketing spend and leverage AI for better analytics and sustainable growth.
How intent data leads to B2B marketers getting their signals crossed
Here’s why purchased intent data can be misleading and how to extract valuable insights from your own B2B marketing engagement data.
New ways to identify B2B website visitors beyond the IP address
Learn about new platforms and methods for identifying website visitors, retargeting and automating customer acquisition campaigns.
61% of marketers still relying on third-party data
Salesforce's State of Marketing Report finds marketers struggling to activate data and get a full view of customers.
5 big ways to turn up the voice of your customer in your marketing
What your customers have to say about their experiences with your brand should inspire and drive innovation in your marketing.
How to market in the age of outrage
At a time when everything and anything is potentially controversial, some brands are speaking up and some are shutting down. Both approaches are risky.
How to build a B2B brand that delivers lasting value
Learn how to align your B2B brand identity with customer needs and deliver a seamless experience that turns hype into happy customers.
Marketing artificial intelligence (AI)
Pega’s Blueprint for digital transformation
Pega product announcements at PegaWorld included enhancements to Blueprint, its genAI-powered application designer.
B2B marketers say improving data quality is top priority
Companies using content syndication and programmatic were almost twice as likely to have had a significant revenue increase last year.
Marketing artificial intelligence (AI)
Google launches marketer resource center and AI recommendation tool
The tech giant is running a "Summer of AI Essentials" campaign to educate marketers on using AI for advertising.
LinkedIn expands video ads, AI tools for B2B marketers
Company says it's a way to promote in-stream video ads alongside content from publishers and announces new Accelerate features.