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 on Reddit: What you need to know
Here's what you need to know about Reddit to get the most for your marketing dollar. Update: The site now has Lead Generation Ads, a boon for B2B marketers.
Why buyer groups matter in B2B demand gen and how to target them
Unlock the potential of B2B buyer groups by identifying, targeting and engaging stakeholders beyond the C-suite.
Channel99 introduces digital channel scoring for B2B
B2B marketers would love to know where their ad dollars are performing efficiently. Channel99 is trying to take the guesswork out of it.
Email deliverability: What you need to know
What you need to know about deliverability requirements, the impact of getting them wrong and best practices to be sure that doesn't happen to you.
How to measure what matters in account-based marketing
Learn to measure ABM success with these essential metrics that go beyond traditional tracking and drive real business impact.
Planting seeds and building trust in a world of overnight wins
Building a thriving B2B brand is a long-term game. Learn how strategic branding and consistent effort can yield remarkable results.
CTV ads beat mobile and desktop for viewer attention
New study using facial analysis finds digital channels and ad formats matter for winning customer attention and outcomes.
Digital video ad spend sees 16% increase this year
IAB report finds more money moving to digital video advertising even as measurement problems persist.
Pipeline 360 launches new display advertising platform
A convergence of first-party based display advertising and content syndication creates what Pipeline 360 is calling 'branded demand.'
How to clarify marketing metrics to impress the C-suite
Effective ways to tackle ROI challenges, justify marketing spend and leverage AI for better analytics and sustainable growth.
How intent data leads to B2B marketers getting their signals crossed
Here’s why purchased intent data can be misleading and how to extract valuable insights from your own B2B marketing engagement data.
New ways to identify B2B website visitors beyond the IP address
Learn about new platforms and methods for identifying website visitors, retargeting and automating customer acquisition campaigns.
61% of marketers still relying on third-party data
Salesforce's State of Marketing Report finds marketers struggling to activate data and get a full view of customers.
5 big ways to turn up the voice of your customer in your marketing
What your customers have to say about their experiences with your brand should inspire and drive innovation in your marketing.
How to market in the age of outrage
At a time when everything and anything is potentially controversial, some brands are speaking up and some are shutting down. Both approaches are risky.
How to build a B2B brand that delivers lasting value
Learn how to align your B2B brand identity with customer needs and deliver a seamless experience that turns hype into happy customers.
Marketing artificial intelligence (AI)
Pega’s Blueprint for digital transformation
Pega product announcements at PegaWorld included enhancements to Blueprint, its genAI-powered application designer.
B2B marketers say improving data quality is top priority
Companies using content syndication and programmatic were almost twice as likely to have had a significant revenue increase last year.
Marketing artificial intelligence (AI)
Google launches marketer resource center and AI recommendation tool
The tech giant is running a "Summer of AI Essentials" campaign to educate marketers on using AI for advertising.
LinkedIn expands video ads, AI tools for B2B marketers
Company says it's a way to promote in-stream video ads alongside content from publishers and announces new Accelerate features.
8 tips to adopt vertical marketing and drive SaaS growth
Find out how to transform your horizontal software into a vertical powerhouse with these targeted strategies.
Even great demand gen can’t overcome a lack of brand marketing
Demand generation alone can't drive sustainable growth. Here's why brand marketing is key for creating demand and activating buyers.
9 must-have tools for demand gen marketing
Explore the top tools that can level up your demand generation efforts, from marketing automation to AI-driven communication and beyond.
Canva introduces Canva Enterprise, Work Kits and adtech apps
New offerings from the visual creative technology company aim to bring efficiency and brand controls to teams across large organizations.
What is B2B marketing and why marketers should care
Learn what B2B marketing entails, how it differs from B2C, and what best practices marketers should be aware of.
Cutting through the hype: Generative AI adoption in B2B
AI adoption doesn't have to be overwhelming. Here’s how to successfully integrate generative AI into your B2B operations.
3 reasons why digital video and CTV are booming in 2024
Here’s the data and developments fueling advertisers’ growing interest in CTV and digital video.
7 tips for using marketing automations to drive leads
Marketing automations can help you streamline processes, increase productivity and, yes, capture more leads.
Alicia Arnold: Spotlight on the expert
Alicia tells us how she discovered her talent for translating technology and helping marketers better serve their customers.
How would a TikTok ban impact influencer marketing?
A ban would hurt some influencers and the brands they work with. It could also be a big opportunity for existing and new social media platforms.
Curb introduces one-stop advertising solution
Ride-hailing app Curb launches Curb Journey Connect, allowing advertisers to plug into mobile and in-cab screens in over 40 U.S. markets.
Marketing artificial intelligence (AI)
Meta rolls out genAI features for advertisers
Current and upcoming tools in Ads Manager’s Advantage+ creative suite aim to cut down on creative production time for scaled-up campaigns.
Lead scoring for existing customers: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: how to score and act on leads among existing customers.
The problem with B2B marketing: Misaligned measurement is stifling innovation
Dive into the systemic issues hindering creativity in B2B marketing and how to strategically leverage advertising for long-term brand growth.
New ways to identify B2B buying group members
Here’s how AI-powered solutions from Demandbase, Anteriad and 6sense can help you find and engage the right decision-makers.
Marketing artificial intelligence (AI)
How Iron Mountain implements conversational AI to drive engagement and revenue
The information storage services provider uses Conversica’s MAP integration to roll out two-way conversations across marketing, sales and customer care.
7 steps to creating an audience-based B2B marketing plan
Boost marketing-driven revenue with granular audience segmentation. Use this 7-step framework for targeting the right prospects.
Marketing artificial intelligence (AI)
Email tactics and CTAs for lead generation: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: lead gen tactics and CTAs for email.
Adtech’s approaches to greener marketing
Mastercard and HSBC Bank were among those discussing ways to reduce carbon emissions at the Green Media Summit.
Customer relationship management (CRM)
MarTech’s CRM experts to follow
CRM is essential to martech. Doesn't matter if you're B2B or B2C, you use it. Here are the must follow voices to stay up to date on the latest developments.