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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Buyers are on “the customer journey of a lifetime" coming off of a two-year period where digital became dominant and relationships were forged behind screens.
Explaining the value propositions, use cases and benefits of marketing software and services don’t require a face-to-face interaction.
Salesforce launches a new AppExchange experience, and HubSpot has more than doubled its integrations since the pandemic began.
Sales enablement platforms are fairly recent introductions to the tech stack, but marketers are readily adopting them to support sales teams.
Salesforce co-CEO Marc Benioff gave a look into how enterprises and B2B marketers are transforming at this stage of the pandemic.
These tools help marketers provide sellers with the content resources they need to engage prospects in a way that adds value for today's digitally focused B2B buyer.
What does that mean for marketing and sales? Learn the implications for sales incentivization, long-term relationships and customer experience.
By working with one or more of the many ABM tool vendors, marketers can better navigate the rapidly evolving B2B landscape.
A new survey suggests the majority of RevOps teams are not confident about alignment, data onboarding and lead scoring.