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 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.
Relo Metrics boosts sponsorship measurement with VideoAmp viewership data
The combined datasets give advertisers and agencies improved measurement for brand impressions during live events.
Tim Parkin: Spotlight on the expert
Consultant and marketing coach Tim Parkin tells us about being a magician, a game developer and what problems marketers are looking to solve.
Google Ads unwraps several new features ahead of holiday season
New functions provide improved insights to help marketers gain early learnings to shape their campaigns and bidding strategies.
Marketing artificial intelligence (AI)
70% of SMB marketers willing to pay more for tools with AI or automation
SMBs are a target-rich environment for vendors as only 26% have AI and/or automation technology, according to a new survey.
These are the best marketers in the world
Want marketing that stands out? Discover the art of working with creators — from their rapid execution to connecting with loyal audiences.
How Acura drives awareness with a new hit web series
“Chiaki’s Journey” combines video, social media, email and out-of-home to reach customers and fans of racing and anime.
Tighter budgets are extending the B2B purchase cycle
B2B buyers are sticking with the vendors they have and are more open to up-sell for the features they want, according to a new survey.
The march to CCPA compliance is a slow one
Under 15% of noncompliant companies implemented automated or manual CCPA/CPRA compliance methods in the last year, a study found.
Account-based marketing strategy
ABM is a key aspect of B2B marketing. Learn how a strategic approach is required for maximum benefit.
AWS unveils AWS Entity Resolution
The new identity resolution service is available for organizations of all sizes, with partner integrations coming soon.
Two frameworks for resolving identity and improving customer experience
Keep use cases — and the customer — top-of-mind using these frameworks.