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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4 tips for auditing your marketing automation program
Audit your marketing automation program so everybody on your team is aware of changes, updates and what to troubleshoot.
How to make your ‘ideal customer profile’ more ideal
Make the most out of your B2B marketing efforts by understanding your customer base and prioritizing high-value targets.
How reducing your carbon footprint can save you money and increase ad impact
Crimtan's CTO explains what you can do to improve your marketing's efficiency while also aiding in the fight against climate change.
5 marketing automation quick wins
Here are some quick ways that organizations can take advantage of marketing automation to increase the value of customer interactions.
Humanizing B2B: The key to better customer experience
Learn how to appeal to the rational and emotional needs of B2B customers and first-party data’s role in enabling meaningful connections.
Marketing artificial intelligence (AI)
AI ad spending has skyrocketed this year
Advertisers spent $40.2 million through September 2023, nearly four times more than 2022 investments in the same period.
HubSpot buying B2B data source ClearBit
HubSpot users will soon have direct access to ClearBit's third-party data on millions of businesses. Updated with further commentary.
EU authorities ban Meta from using personal data for advertising
The ban will begin in two weeks and appears to cripple Big Tech's ability to sell first-person data used by marketers.
TikTok users have post-holiday shopping plans
TikTok users have big plans for after the holidays. Here’s what the video platform found out about its audience’s interest in post-holiday promotions.
HubSpot and TikTok announce lead gen CRM integration
The integration hopes to streamline lead generation via real-time synchronization between TikTok and HubSpot's Smart CRM.
Snap revenue up 5% on stronger digital ad market
The company continues to invest in AI and ad platform improvements to generate higher returns for advertisers.
B2B buyers see persistent problems with tech vendors
Buyers want vendors who know their industry, deliver on support, provide clear product and pricing info, and are open about fulfillment.
Integrate introduces Data Guardian for privacy and compliance
In order for leads to be fully marketable, without legal risk, lead data collection needs to comply with existing and emerging regulations.
Influencer marketing: The bridge between B2B brands and genuine connections
Take a deep dive into the metrics and intangibles of influencer marketing for B2B and how it can amplify trust, authenticity and brand resonance.
Marketers more optimistic even as budgets fall
Marketer optimism is way up from this spring, even though ad spend and marketing budgets are down.
CLV: The metric that means money
Customer lifetime value is a simple concept with profound implications. It is a critical success factor if you’re looking for long-term profitability.
AI-powered marketing in 2024: A playbook for success
From CTV to LinkedIn and beyond, this webinar will give you tips for them all.
Webinar: Win customer loyalty across channels
Learn how to transform your marketing game from reactive to predictive.
B2B social media ‘sweet spots’: What’s working and what’s not
Explore strategic vs. haphazard approaches in B2B social media and how the best-in-class companies are finding their “sweet spot.”
How Citizens Bank transformed content to meet changing customer needs
The regional bank uses data, DAM and new channels like TikTok to build trust and authority with customers in major Northeast markets.
15 cutting-edge tools every B2B marketer should know
B2B marketers are reaping the rewards from the huge number of new martech tools. Here's a guide to some of the best of them.
Marketing artificial intelligence (AI)
Marketing AI blueprint unveiled at The MarTech Conference
A look at how marketers can review and adopt generative AI tools in a repeatable way during this "transformational" time.
Everything you wanted to know about data but were afraid to ask
In this webinar, get the answers from experts in buying and selling B2B data.
How to use AI personality profiling for B2B engagement
Learn the benefits of AI personality profiling, from reaching a wider audience to honing in on what your audience values most.
3 ways marketing automation drives cross-functional alignment
Marketing automation is the glue that keeps campaigns and teams together throughout the organization. Here’s how.
Channel99 announces verification pixel technology for B2B
The new platform will give B2B marketers visibility into performance across advertising, web, webinar, email, social and other channels.
A sales-side view of marketing, automation and AI
The head of sales for Babbel gives an inside look at working with marketing, putting together a campaign and more.
How to tune your GTM strategies to cope with budgetary headwinds
The top four ways you need to change your thinking to justify marketing budget and resources in turbulent times.
Customer journey orchestration
3 reasons why customer journeys are the key to better experiences and profits
Here's how taking a holistic look at customer journeys can help your organization drive better experiences and higher revenue.
More than 50% of B2B marketers report bigger budgets
75% of marketers reported an increase in their spending on artificial intelligence. The average AI spend increase was 28%.
MarTech’s experts to follow: The lists so far
Who ya gonna call? These folks. From ABM to MOps, here are all the experts you must follow to know what's happening.
Meta launches new tool to track branded content campaigns
With the new Meta Ads Library, you can now search for branded content to gain insights into your competitors' marketing strategies.
How to get more ROI from your ABM tech
Some best practices for B2B marketers on how to use get the most from your ABM technology both directly and indirectly.
How to map your selling process to the way your B2B customers buy: A case study
Learn how an industrial manufacturing company transformed their marketing strategy to meet evolving B2B buying behavior.
CTV ad spend hits record-breaking $1 billion in June
Ad intelligence provider Vivvix (formerly Kantar) forecasts continued growth in CTV and other digital platforms like YouTube.
For ABM marketing, don’t get lost in technology
Simply having ABM technology doesn’t mean you have a strategy. The strategy should come first and be supported by the tech.
How to decide if you’re ready for an ABM solution
Everyone in B2B marketing is talking about ABM, but not every business is ready for an ABM tool. Find out if your business is.
Why global brands are flooding European football leagues
U.S. audiences have more access than ever to European leagues, so stateside marketers take note. Here are the latest sponsorships trends.
The three types of digital value that get customers to buy
These three value levels explain exactly what your B2B content needs to do to be memorable and drive action.
It’s time to prioritize customer experience in B2B
The bar is raised, and not everyone’s keeping up. Learn why you need to improve the customer experience with your marketing platform.