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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How to drive B2B revenue and relationships in a buyer-first world
Five principles for implementing a precision demand marketing approach.
RollWorks announces new capabilities focused on the B2B customer journey
Journey Events and Journey Stages combine to track account progress and identify the activities promoting it.
Terminus acquires Zylotech, the B2B CDP
ABM platform Terminus adds an established, standalone CDP to its offerings.
How to become a B2B influencer on LinkedIn
Businesses need to identify a person within their organizations to be their public face on this important social network, says Darryl Praill, CRO for VanillaSoft.
3 steps to win over B2B buyers
Business buyers have high demands, and sellers need to meet their expectations.
B2B automation and predictability: Tuesday’s daily brief
Plus, optimizing digital assets.
Demandbase jumps out ahead in B2B streaming race
Salesforce and Terminus announce new video offerings for the fall.
Panasonic embraces hybrid events, shifts B2B strategy and targets BETAs
Electronics company is also finding that virtual events are producing more qualified leads.
The new frontier of B2B marketing: Drive measurable results with performance CTV advertising
In this webinar, learn how it’s possible to utilize Connected TV as a performance marketing channel similar to other tried and true methods.
One set of truths for B2B and D2C marketing: Wednesday’s daily brief
CMOs for a beauty brand and a business intelligence veteran both talk about the importance of data all in one place.
Dun & Bradstreet revs up for the new B2B environment with ‘ABX’ platform
The BI veteran has been getting a make-over with a new Account Based Experience offering.
Real transformation in the B2B customer journey: Tuesday’s daily brief
Plus marketing analytics for financial decisioning.
5 strategies to become a more impactful, buyer-driven marketing org
In B2B, the buyer is in charge. It's time to adopt buyer-driven marketing strategies.
B2B marketers rely on marketing automation: Tuesday’s daily brief
Plus the privacy wars and fake ecommerce listings
How e-books can provide actionable value to B2B buyers
People now have time to digest long-form content. Here's how e-books can be central to a B2B content marketing strategy
5 B2B marketing trends to address in 2021
B2B marketers must embrace the acceleration of digital, AI and automation, and customer-centricity. See how to stay competitive.
B2B marketing trends shaping 2021
Know the trends and set yourself up for success for the rest of the year.
How CDPs fit within a B2B marketing strategy
Red Hat's Joel Eaton helps marketing and sales teams protect their data investment
What B2B marketers can look forward to in 2021
B2B marketers will become growth drivers, and will own the all-important digital journey.
CTV and B2B: 3 reasons why Connected TV advertising is primed for B2B
Combined with its targeting and measurement capabilities, CTV’s ad experience should make it a go-to for B2B marketers looking to stand out.
Stop forcing your B2B marketing org structure on your buyer’s journey
Our B2B marketing organizational structures are getting in the way of our ability to connect with buyers, create exceptional experiences and drive opportunities.
How a UK food provider went from B2B to D2C in 7 days
SAP CX worked with Brakes in the UK to make rapid changes to its GTM strategy.
Who’s who in B2B Marketing Automation: The vendor landscape
Here's an overview of the recent funding and M&A activity among B2B marketing automation vendors.
B2B marketers are all-in on ABM: Here’s what they need
Netcore's head of account based marketing says his ABM program includes a mix of targeting, personalization and communications tools.
Why B2B marketing automation, and martech in general, are still key
As the customer experience bar keeps being raised, marketing automation can help brands differentiate themselves with relevant messaging.
MarTech Minute: Experian releases At-Risk Audience segments, ZoomInfo gives B2B marketers intent tool
A quick round up of the latest marketing technology news and announcements.
The benefits of B2B marketing automation platforms: What you need to know
Thinking about adopting a B2B Marketing Automation Platform? Here's what you can expect to gain.
What should you expect from a B2B marketing automation platform?
If you're in the market for a B2B Marketing Automation platform, here's how to make sense of the vendor marketplace.
What are the differences between B2B marketing automation platforms?
Here's what you should look for when making comparisons between marketing automation solutions.
How B2B companies can be proactive about managing paid media during COVID-19
To navigate this changing landscape, make sure your brand continues to deliver value while building a pipeline for the future that isn't tone deaf to the crisis.
Everything you need to know about B2B Marketing Automation
Maximizing your work-from-home hours with martech research? We've got you covered.
Fixing the B2B sales-marketing divide to hit pipeline and revenue targets
It’s time to integrate (not align) sales-marketing efforts to educate, inspire and generate relationships and revenue in a unified effort.
Soapbox: Martech is the diet pills of B2B
Sustainable revenue-generating marketing takes is not a quick fix, it's a full mental shift.
Dun & Bradstreet launches in-market audience targeting for B2B marketers
The company claims the new solution will help marketers pinpoint richer buying signals from customers who are ready to buy.
B2B buyers consume an average of 13 content pieces before deciding on a vendor
A mix of first and third party content is required to seal the deal.
The MarTech Minute: ZoomInfo’s new B2B apps, funding news from AI startups and marketers on the move
The marketing technology week in review: A round up of news and announcements you may have missed.
Here’s how to modify your ecommerce campaign for B2B and B2C
There are many similarities and relevant tactics to connect businesses with consumers and other businesses.
Soapbox: Here’s why B2B should get better at episodic storytelling
It's time for brands to build on others' success by presenting their own stories as episodes to keep audiences coming back for more.
Oracle launches new B2B sales solution, new CDM for Oracle Service Cloud
Oracle's new solution is designed for a new generation of digital sellers while its CDM seeks to improve users' data management