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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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.
Behind the scenes of Betterment’s B2B brand awareness campaign
How the fintech company is using pro athletes to establish itself with businesses and millennials as a trusted, long-term financial partner.
7 weak spots in Google’s defense against DOJ antitrust claims
Google's put on a strong defense, arguing its advertising practices benefit customers and are not anti-competitive. Will they hold up under attack?
Marketing artificial intelligence (AI)
Why AI’s agents and commodification are good news for marketers
The genAI industry is spending trillions to create interchangeable brands and products that are saving marketers time and money.
Overcoming workplace politics: A marketer’s guide to cross-functional partnerships
Kicking off Day 2 of The MarTech Conference, executives discussed building relationships and mastering the politics of marketing leadership.
Project and workflow management
As Canva targets enterprises, it risks losing SMBs due to higher prices
Ramping up AI-powered tools and collaboration, Canva sharpens focus on enterprises for its next decade. Small teams feel the pinch.
Salesforce to buy enterprise knowledge platform Zoomin
The new technology improves personalization across all interaction points and provides and analyzes content consumption patterns and user behavior.
What to do when your vendor has a data breach
Last year, 61% of companies reported a third-party data breach — so it's only a matter of time until you will have to deal with one.
Where AI falls short in high-stakes B2B industries
AI's role in B2B marketing isn't universal. Learn where human expertise trumps automation in content, design and regulated industries.
Marketing artificial intelligence (AI)
AI-powered martech news and releases: September 19
At Salesforce’s Dreamforce and HubSpot’s Inbound the talk is all about agents and their ability to deliver on AI's promise.
HubSpot unveils Breeze, its ‘complete AI solution’
Platform has personas for marketing, sales and service, as well as four bots and more than 80 other new features.
Marketing artificial intelligence (AI)
Salesforce launches new, ‘more trustworthy’ generation of AI bots
Agentforce is designed to take actions on its own using guardrails and can be customized without much technical know. CEO Marc Benioff calls it, "AI for the rest of us."
Oracle enhances its Unity CDP offering
B2B marketing is at the center of product announcements at Oracle CloudWorld, especially focused on Oracle Unity CDP.
Meta to restrict data in Business Tools, impacting ad targeting
Data restrictions aim to enhance privacy, but may complicate ad targeting and potentially pause ads with highly targeted UTMs.