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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Customer journey orchestration
How to decide if you’re ready for a customer journey orchestration solution
Once you understand the benefits of customer journey orchestration you can begin asking the right questions.
Salesforce raising prices next month
Prices are slated to increase an average of 9% on Sales Cloud, Service Cloud, Marketing Cloud, Industries and Tableau.
EU’s ruling against Facebook a big blow to first-party data usage
Big tech companies will need user consent to process personal data, combine it with other platforms' data and use it across services.
Go-to-market tactics that won’t work in a post-pandemic world
Going all-in on rapid growth is not the most secure GTM strategy in this "next normal" world.
The 7 B2B website essentials: What customers want
In this fast-moving world, it's time to rethink your B2B website, from the strategic to the tactical. Here's what yours must have.
Project and workflow management
Marketing work management best practices: Dashboards, templates and requests
Following these practices will help organizations navigate and automate marketing projects more effectively.
6 simple automations every B2B organization needs to have
Discover fresh ways to apply automation in your B2B organization. Enhance customer experience, improve efficiency and drive growth.
51% of SMB marketers say they’re stuck with redundant martech
SMBs spend about $43,500 on martech it doesn't need, according to the survey. This unwanted tech can also cost time and cause workflow confusion.
Marketing artificial intelligence (AI)
How to accelerate your marketing career using generative AI now
Three essential applications of AI in marketing that will ease your work load and fast track your career.
Integrate launches app to capture lead data on the move
Mobile Connect will allow the opt-in collection of lead data in any environment, routing it back to the Integrate Demand Acceleration Platform.
Marketing artificial intelligence (AI)
New releases for AI-powered marketing technology
This week’s roundup of the latest AI-powered platforms, products and features for martech.
B2B digital marketing budgets should grow in 2023
Around a quarter of B2B marekting executives expect significant increases in their digital marketing budgets this year.
Marketing artificial intelligence (AI)
Marketing among top AI applications for small businesses
Small businesses have their sites on marketing and customer service use cases, according to a study from American Express.
Marketing artificial intelligence (AI)
5 ways to harness AI in B2B content creation
Discover how to balance AI with human creativity when creating B2B content to achieve greater marketing success.
Leverage first-party data for a winning CRM strategy
Learn these data-collection hacks to reach customers with the right message on the right channel.
Customer journey orchestration
How to build a customer journey orchestration strategy
Organizations will often get a new technology before they know what they are going to do with it. Strategy must drive tech decisions.
Marketers under pressure to cut martech spend
75% of CMOs feel under pressure to cut their technology spending, according to the latest Gartner CMO Spend survey.
Don’t leave the future of your data in vendors’ hands
Learn how to first identify your problem and then let the solution provider prove their value.
Marketing artificial intelligence (AI)
What marketers should keep in mind when adopting AI
Are marketers ready to make the most of all the new generative AI tools and AI applications now available to them?
Why AI will make the greatest impact on B2B audience insight, not on content
AI tools can unlock insights into your audience's behaviors and motivations, leading to improved performance.
Create tailored customer experiences for each generation
Presenters in this live webinar will reveal the newest trends in consumer behavior.
Marketing use cases for data clean rooms
What data clean rooms are, who uses them and why, how much they cost, where they fit in your stack and more.
Uncover the ultimate strategy to increase ROI and lead gen
Build your brand and maximize marketing impact with this formula for success.
CDPs prevent your data from going down the drain
In this webinar, learn why customer data platforms are a must-have solution.
5 go-to-market recommendations for marketing leaders
Here are the metrics and tactics you need for a GTM strategy that can drive revenue and survive economic challenges.
Marketing artificial intelligence (AI)
73% of marketers now using generative AI tools
Two-thirds of those surveyed say they use it for brainstorming sessions, first drafts and outlines. 49% rely on AI to produce final content.
If it’s not a sales funnel, what is it?
The idea of the sales funnel is almost too familiar to give up. But the funnel is looking a lot different these days.
How B2B CMOs use CX to thrive amid economic uncertainty
Keeping an “always on” approach to CX is critical to maintain and benefit from improved customer understanding. Here's how to get there.
How to connect with Gen X, Millennials and Gen Z
Presenters in this live webinar will reveal the newest trends in consumer behavior.
How to make revenue generation a company-wide effort
Marketing leaders must work with colleagues to generate customer revenue more efficiently and effectively. Here's how.
More pressure on B2B marketers to prove ROI
41% report feeling more pressure on ROI. 27% say it's getting overwhelming and 14% say it makes them want to pull their hair out.
3 ways B2B marketers can use generative AI
Here's how to incorporate generative AI into your keyword research, content creation and data analysis efforts.
Discover the ultimate marketing strategy for increased ROI and lead generation
Build your brand and maximize marketing impact with this formula for success.
B2B marketers remain optimistic in the face of major challenges
Staff cuts, budget cuts and difficulty using data are not preventing B2B marketers feeling more optimistic than they did last year.
Where B2B brands win and lose on customer retention
To expand your customer relationship and maximize CLV, activating your customers through delivery and adoption is key.
Power next-best action with first-party data
In this webinar, learn how to achieve business outcomes and deliver next-gen customer experiences.
6 tips for optimizing LinkedIn content for B2B marketing
Are you getting the most out of your B2B marketing on LinkedIn? Discover ways to maximize the ROI of your LinkedIn marketing with these tips.
Harness the power of customer data to stay ahead of the competition
In this webinar, learn key strategies to acquire and engage the right customers.
How to align B2B sales and marketing teams
Enhance customer experience and drive business success through actionable strategies for marketing and sales alignment.
Drive better customer intelligence for a better customer experience
Learn how to get to the heart of customer experience with data that delivers.