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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Why we care about B2B marketing: A guide for marketers
Learn what B2B marketing entails, how it differs from B2C, and what best practices marketers should be aware of.
Good morning: The more diverse your team, the more successful it is
How do you find the people who aren't at your table?
TrustRadius, Demandbase One announce intent integration
The ABM go-to-market platform will ingest intent data direct from the TrustRadius software review site.
Good morning: Demand for transformation
The latest from The MarTech Conference.
Breaking down the digital transformation of today’s customer journeys
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.
The B2B sales process is more effective now than pre-COVID
Explaining the value propositions, use cases and benefits of marketing software and services don’t require a face-to-face interaction.
Marketo’s March ‘22 release: Let’s chat
Marketo has announced its intention to get into the chat game, joining others including Drift, ZoomInfo, Intercom, and LiveChat to name a few.
TrustRadius adds LinkedIn intent data integration
Automates process of identifying, targeting and converting late-stage, in-market buyers
Drift extends offerings across the customer lifecycle
The conversational marketing platform combines its marketing and sales solution with a new service solution.
Good morning: B2B is adopting D2C habits
The B2B business customer has adopted many of the buying habits of D2C ecommerce consumers.
How app marketplaces are putting marketers in the driver’s seat
Salesforce launches a new AppExchange experience, and HubSpot has more than doubled its integrations since the pandemic began.
32 questions to ask sales enablement vendors during a demo
Sales enablement platforms are fairly recent introductions to the tech stack, but marketers are readily adopting them to support sales teams.
Salesforce talks about remote working and events in its earnings call
Salesforce co-CEO Marc Benioff gave a look into how enterprises and B2B marketers are transforming at this stage of the pandemic.
LinkedIn announces a new podcast network
This creates opportunities for B2B brands to get podcast content in front of professional audiences.
Buying group marketing: The next evolution of ABM
Account-based marketing must adopt buying group strategies to secure B2B buy-in.
Jambo account-based marketing platform joins ON24 Partner Network
Jambo’s integration of omnichannel ABM capabilities is a first events platform.
What is sales enablement and how do these platforms help bridge the marketing-sales divide?
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.
IDG Communications rebrands as Foundry, positions itself as a martech company
The long time publisher of MacWorld and TechHive pivots to marketing technology.
The B2B customer journey is set on a digital track
What does that mean for marketing and sales? Learn the implications for sales incentivization, long-term relationships and customer experience.
IDG Communications acquires Selling Simplified
Macworld publisher adds business intelligence to growing B2B marketing stack.
Revamp your ABM strategy and fix the broken sales-marketing lead funnel
Market, engage and sell to buying groups who want to hear from you.
Account-based marketing (ABM) buyer’s guide
24 questions to ask account-based marketing vendors during a demo
By working with one or more of the many ABM tool vendors, marketers can better navigate the rapidly evolving B2B landscape.
RevOps teams struggle with integration and alignment
A new survey suggests the majority of RevOps teams are not confident about alignment, data onboarding and lead scoring.
ON24 announces new integrations with Drift
Virtual events and conversational marketing are teaming up to deliver cross-channel insights into prospective buyer engagement.
Integrate announces majority investment from Audax
The investment will help accelerate the development of the Demand Acceleration Platform.
Using intent as a unit of B2B campaign measurement
ZoomInfo’s Hussam AlMukhtar shares his intent strategy and how it can impact B2B marketing and sales.
Theorem adds creative optimization to its LinkedIn offering
Theorem now offers an audit of performance across digital channels to support the development of LinkedIn campaigns.
Madison Logic launches new account prioritization solution
Madison Logic's new Insights solution delivers signals that help identify actively engaged accounts.
Good morning: B2B marketing will be disrupted
B2B marketing, having undergone the ABM revolution, seems ripe for further disruption.
Integrate alters roadmap to adapt to changing B2B buying process
The precision demand marketing platform will announce new products at its Game Changers conference this week.
Build trust, gain sales
Brands can just play the compliance game. Or they can turn customer trust into a powerful asset.
Demandbase brings account-based advertising to consumer platforms
The ABM leader offers targeting on Facebook, Instagram, Twitter, YouTube and other platforms.
Good morning: The B2B playbook is expanding
B2B marketers are learning to address customers through a range of digital channels.
Terminus integrates with partner ecosystem platform Crossbeam
The initiative aims at managing ABM strategies for B2B brands with multiple channel partners.
Targeting B2B personas in the right channels to optimize campaigns
One Door improved campaign engagement by meeting their customers where they are.
LinkedIn is leaning into community
On the back iof a solid earnings performance, LinkedIn Marketing Solutions announces new features.
Demandbase added to the 365 Customer Insights ecosystem
The Demandbase group of companies will bring a portfolio of account-based B2B data to Microsoft's CDP.
B2B cozies up to empathy: Tuesday’s Daily Brief
Plus the search for a marketing ops ninja rock star...
Brightcove introduces B2B streaming tool CorpTV
With the tool, businesses can set up their own streaming app and even sell ads into their content.
The evolving B2B customer journey: Thursday’s Daily Brief
Plus an interesting perspective on AI. Do we talk down to it?