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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B2B customer journeys that begin at review sites are significantly shorter
When a software review site is the first touch on a customer journey, the length of that journey can be dramatically reduced.
Using Google Analytics 4 integrations for insights and media activations
Practical advice on how to make your GA data actionable.
How to turn the great buyer resignation into B2B career opportunities
The B2B buying process has gone primarily digital - most B2B sellers and teams have not.
MarTech Replacement Survey: Marketers want better features from their martech solutions
2022 survey: Marketers remain focused on solutions with better features as they continue to replace even mission-critical parts of the martech stack.
24 questions to ask identity resolution vendors during a demo
As the linchpin to a customer-centric strategy, identity resolution allows marketers to more accurately target and personalize brand messages to create better customer experiences.
5 enduring trends in martech
Top five predictions for what will remain unchanged about marketing technology in the next ten years.
CloudShare integrates product experience platform with HubSpot
B2B software marketers will now be able to access data about user product experience and engagement within HubSpot.
MarTech Salary and Career Survey shows big rewards for knowing marketing and machines
Marketing and marketing operations are hot career options.
Today’s B2B buyers are calling the tune
And it's different from yesterday's tune. B2B marketers need to understand that the tempo is different and the dance steps are faster.
Digital revenues skyrocket for B2B businesses
40% of income now comes from digital channels, up from 28% two years ago.
Drift appoints new CEO, David Cancel to become executive chairman
Scott Ernst will take over the reins from Cancel, while Cancel's co-founder Elias Torres continues as CTO.
How B2B marketers can leverage the metaverse
Why should consumer brands have all the virtual fun?
Email marketing benchmark report shows personalized subject lines under-perform
Emails with personalized subject lines get lower open rates (18.79%) than generic ones (22.14%).
What you need to know from Google Marketing Live
Here's a recap of the marketing news from Google's annual event, including Automation, Performance Max, YouTube Shorts and more.
Marketo’s May ‘22 release: Viva la Veeva!
Here's the latest on latest on Dynamic Chat, updates on email bot activity filtering and new API enhancements.
Create a B2B GTM strategy that buyers, execs and revenue teams love
Your GTM strategy and the core ingredients must be constantly optimized and evaluated for impact by key stakeholders.
5 tips for building customer trust during the supply chain crisis
The supply chain crisis isn't going anywhere just yet, but The Brooks Group has advice for sales, marketing and customer success teams on how to navigate it.
What are your secrets to overcoming marketing challenges? Take our survey
Help us to better understand how marketers are responding to all of this change.
Casted adds firmographic data to its B2B video and podcast platform
Casted Insights aims to provide a holistic view of audiences rather than vanity metrics on content consumption.
How Planful uses customer intent to speed up the B2B buying cycle
The financial planning platform is using customer reviews and downstream intent data to improve their ABM strategy and boost B2B marketing engagement.