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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2 essential steps for a successful ABM go-to-market strategy
Follow these guidelines to launch, or relaunch, an ABM go-to-market approach within your organization.
Sendoso launches a freemium eGifting service
The corporate gifting service is offering unlimited eGifting aimed primarily at the SMB market.
Webinar: Your winning CTV advertising strategy in 2023
Learn how your business can reach your target audience with connected TV.
Channel99 will help marketers measure the performance of channels and vendors
A new company from the founder of Demandbase is seeking to meet the B2B attribution challenge, leading with a free mobile app.
Webinar: Do more with less to get ahead in 2023
Empower your teams to send less communications and see more results.
LiveIntent launches Identity Enrichment on Salesforce AppExchange
Salesforce customers can now use LiveIntent to match customers in their CRM against identity, demographic and behavioral data.
Webinar: It’s time to modernize your online experience
Learn how to create a seamless, scalable, multichannel customer experience that drives real revenue opportunities.
SponsorPulse expands data-driven sponsorships for brands
A new partnership with Dynata and MiQ enables scalable audience insights for sports and entertainment sponsors.
Only 28% of B2B content marketers report having the technology they need
Nearly half say their biggest challenge is integrating/correlating data across multiple platforms. Few expect tech spend to increase.
Bizzabo introduces Klik Experiential for in-person events
Built on SmartBadge technology, the new platform streamlines attendees’ experience while providing near real-time visibility for organizers.
How to use AI and machine learning to boost marketing data management
Connect teams, evaluate processes and implement programs using AI and ML for data challenges.
Podcasts now a top channel for B2B marketing
B2B podcasts don't need a big audience to be a success. Also, they are perfect for repurposing content like blog posts, white papers, etc.
6 email metrics to help reach marketing goals and make business decisions
Here are the valuable metrics beyond opens and clicks that can impact your business.
Webinar: 5 Ways to make CX drive conversions and revenue
Deliver more engaging, personalized experiences.
6 data collection tactics for marketing in the cookieless future
When customers are more involved in the process, your marketing automation program will benefit from better data.
Webinar: Deliver consistent customer experiences and deeper engagement
Learn how to manage multiple websites to give your customers the best experiences.
B2B marketing budgets stalled out in 2022
57% say their budget was the same as or less than 2021. One in five reported being hit with mid-year marketing budget cuts.
From capturing leads to generating demand: Breaking down B2B marketing’s pivot
It's time to move on from outdated lead-centric strategies and tactics. B2B organizations should focus on buyer and account engagement.
What is the metaverse and how can we get there?
Two experts discuss virtual worlds and how marketers can connect with metaverse users.
Manifesto for the makers of the metaverse
We must act as advocates for our audiences, ensuring their inalienable rights are honored and respected in these new digital spaces.
B2B martech spending growth slows, may hit $8.5 billion by 2024
B2B martech spending may increase an average 13.5% over the next two years, down significantly from the 17.4% average increases since 2020.
4 common problems marketers and data analysts can solve together
Marketers and data analysts have distinct roles, but increasingly they need to work together to overcome obstacles.
What is customer experience and why does it matter?
Learn what customer experience is, why it's important, and how you can improve it for your customers.
B2B marketing confidence survives budget pressures
Content and digital marketing are top strategies for B2B teams despite flat or cut budgets.
How to ID and organize data with a new CDP
To get the most out of your CDP, make sure the customer journey and your company’s internal infrastructure are aligned.
More than 60% of B2B marketers say martech stack is too complex
The preferred solution: Spend more money on it. 70% of U.S. marketers expect their tech budget to grow next year.
4 ways to address B2B disconnects and drive customer relationships and revenue
Don't let B2B internal disconnects limit customer relationships, affect revenue results and hamstring your GTM teams’ productivity.
Customer journey orchestration
4 critical platforms to support customer journey orchestration: Getting started on CJO
Aligning your customer data, content management, CJO and analytics and reporting platforms is crucial for CJO implementation success.
How to build customer profiles using a CDP
Customer data experts break down the key ingredients that go into a CDP.
Marketing beyond boundaries at Opticon
Optimizely advocates for experimentation, collaboration and orchestration as it rethinks its DXP.
How to mine data from digital events
Third Door Media’s Marc Sirkin shows how online events can yield valuable data to boost marketing and drive sales.
Customer journey orchestration
How customer journey orchestration affects process: Getting started on CJO
Here are three processes essential for succeeding with CJO.
How to keep up with accelerating customer expectations: The MarTech Conference keynote
Top marketers discuss big changes underway in how consumers and B2B buyers engage with brands.
Fintech marketing today and beyond: Exploring best practices and strategies
Success in fintech marketing requires not just an understanding of SEC rules and regulations. It demands a strategy focused on customers.
What is account-based marketing or ABM and why are B2B marketers so bullish on it?
Interest in ABM strategies is surging as technologies to target key accounts improve and relevant data becomes more accessible.
3 ways Panasonic embraces a customer-centric approach using technology
Panasonic’s Brian Rowley tells us how marketers and other stakeholders can put the customer first with digital experiences.
Customer journey orchestration
Preparing people for Customer Journey Orchestration: Getting started on CJO
How to get ready to implement customer journey orchestration. First: think about the people involved.
How Allied Beverage is transforming customer experience
The NJ-based liquor distributor is implementing a data, ecommerce and service overhaul.
Apple adds BIMI to next operating system update
BIMI lets brands display their logos next to authenticated emails, protecting consumers from fraud.
Amazon to allow merchants to email customers directly
The commerce giant is launching a solution to help third-party sellers re-market to segments of their audience.