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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A new company from the founder of Demandbase is seeking to meet the B2B attribution challenge, leading with a free mobile app.
Salesforce customers can now use LiveIntent to match customers in their CRM against identity, demographic and behavioral data.
Nearly half say their biggest challenge is integrating/correlating data across multiple platforms. Few expect tech spend to increase.
Built on SmartBadge technology, the new platform streamlines attendees’ experience while providing near real-time visibility for organizers.
It's time to move on from outdated lead-centric strategies and tactics. B2B organizations should focus on buyer and account engagement.
B2B martech spending may increase an average 13.5% over the next two years, down significantly from the 17.4% average increases since 2020.
Don't let B2B internal disconnects limit customer relationships, affect revenue results and hamstring your GTM teams’ productivity.
Aligning your customer data, content management, CJO and analytics and reporting platforms is crucial for CJO implementation success.
Top marketers discuss big changes underway in how consumers and B2B buyers engage with brands.
Success in fintech marketing requires not just an understanding of SEC rules and regulations. It demands a strategy focused on customers.
Interest in ABM strategies is surging as technologies to target key accounts improve and relevant data becomes more accessible.
Panasonic’s Brian Rowley tells us how marketers and other stakeholders can put the customer first with digital experiences.
How to get ready to implement customer journey orchestration. First: think about the people involved.