What is account-based marketing or ABM and why are B2B marketers so bullish on it?
Interest is surging as technologies to target key accounts improve and relevant data becomes more accessible.
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.
Dig deeper:
- Why we care about B2B marketing: A guide for marketers
- 5 strategies to become a more impactful, buyer-driven marketing org
- B2B customer journeys that begin at review sites are significantly shorter
- 16 marketing automation platforms your organization should consider
- MarTech Replacement Survey: Marketers want better features from their martech solutions
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B2B automation and predictability: Tuesday’s daily brief
Plus, optimizing digital assets.
Watching B2B TV: Thursday’s Daily Brief
Plus getting the most out of AR and VR.
Demandbase jumps out ahead in B2B streaming race
Salesforce and Terminus announce new video offerings for the fall.
Panasonic embraces hybrid events, shifts B2B strategy and targets BETAs
Electronics company is also finding that virtual events are producing more qualified leads.
The new frontier of B2B marketing: Drive measurable results with performance CTV advertising
In this webinar, learn how it’s possible to utilize Connected TV as a performance marketing channel similar to other tried and true methods.
One set of truths for B2B and D2C marketing: Wednesday’s daily brief
CMOs for a beauty brand and a business intelligence veteran both talk about the importance of data all in one place.
Dun & Bradstreet revs up for the new B2B environment with ‘ABX’ platform
The BI veteran has been getting a make-over with a new Account Based Experience offering.
Real transformation in the B2B customer journey: Tuesday’s daily brief
Plus marketing analytics for financial decisioning.
B2B marketers rely on marketing automation: Tuesday’s daily brief
Plus the privacy wars and fake e-commerce listings
How e-books can provide actionable value to B2B buyers
People now have time to digest long-form content. Here's how e-books can be central to a B2B content marketing strategy
5 B2B marketing trends to address in 2021
B2B marketers must embrace the acceleration of digital, AI and automation, and customer-centricity. See how to stay competitive.
B2B marketing trends shaping 2021
Know the trends and set yourself up for success for the rest of the year.
How CDPs fit within a B2B marketing strategy
Red Hat's Joel Eaton helps marketing and sales teams protect their data investment
What B2B marketers can look forward to in 2021
B2B marketers will become growth drivers, and will own the all-important digital journey.
CTV and B2B: 3 reasons why Connected TV advertising is primed for B2B
Combined with its targeting and measurement capabilities, CTV’s ad experience should make it a go-to for B2B marketers looking to stand out.
Stop forcing your B2B marketing org structure on your buyer’s journey
Our B2B marketing organizational structures are getting in the way of our ability to connect with buyers, create exceptional experiences and drive opportunities.
3 Data-Driven Ways to Connect Better with B2B Customers in Today’s WFH Environment
Join us for this live webinar and learn three ways that intent data can connect brands to real buyers.
How a UK food provider went from B2B to D2C in 7 days
SAP CX worked with Brakes in the UK to make rapid changes to its GTM strategy.
Who’s who in B2B Marketing Automation: The vendor landscape
Here's an overview of the recent funding and M&A activity among B2B marketing automation vendors.