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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Leverage first-party data for a winning CRM strategy
Learn these data-collection hacks to reach customers with the right message on the right channel.
Customer journey orchestration
How to build a customer journey orchestration strategy
Organizations will often get a new technology before they know what they are going to do with it. Strategy must drive tech decisions.
Marketers under pressure to cut martech spend
75% of CMOs feel under pressure to cut their technology spending, according to the latest Gartner CMO Spend survey.
Don’t leave the future of your data in vendors’ hands
Learn how to first identify your problem and then let the solution provider prove their value.
Marketing artificial intelligence (AI)
What marketers should keep in mind when adopting AI
Are marketers ready to make the most of all the new generative AI tools and AI applications now available to them?
Why AI will make the greatest impact on B2B audience insight, not on content
AI tools can unlock insights into your audience's behaviors and motivations, leading to improved performance.
Create tailored customer experiences for each generation
Presenters in this live webinar will reveal the newest trends in consumer behavior.
Marketing use cases for data clean rooms
What data clean are, who uses them and why, how much they cost, where they fit in your stack and more.
Uncover the ultimate strategy to increase ROI and lead gen
Build your brand and maximize marketing impact with this formula for success.
CDPs prevent your data from going down the drain
In this webinar, learn why customer data platforms are a must-have solution.
5 go-to-market recommendations for marketing leaders
Here are the metrics and tactics you need for a GTM strategy that can drive revenue and survive economic challenges.
Marketing artificial intelligence (AI)
73% of marketers now using generative AI tools
Two-thirds of those surveyed say they use it for brainstorming sessions, first drafts and outlines. 49% rely on AI to produce final content.
If it’s not a sales funnel, what is it?
The idea of the sales funnel is almost too familiar to give up. But the funnel is looking a lot different these days.
How B2B CMOs use CX to thrive amid economic uncertainty
Keeping an “always on” approach to CX is critical to maintain and benefit from improved customer understanding. Here's how to get there.
How to connect with Gen X, Millennials and Gen Z
Presenters in this live webinar will reveal the newest trends in consumer behavior.
How to make revenue generation a company-wide effort
Marketing leaders must work with colleagues to generate customer revenue more efficiently and effectively. Here's how.
More pressure on B2B marketers to prove ROI
41% report feeling more pressure on ROI. 27% say it's getting overwhelming and 14% say it makes them want to pull their hair out.
3 ways B2B marketers can use generative AI
Here's how to incorporate generative AI into your keyword research, content creation and data analysis efforts.
Discover the ultimate marketing strategy for increased ROI and lead generation
Build your brand and maximize marketing impact with this formula for success.
B2B marketers remain optimistic in the face of major challenges
Staff cuts, budget cuts and difficulty using data are not preventing B2B marketers feeling more optimistic than they did last year.
Where B2B brands win and lose on customer retention
To expand your customer relationship and maximize CLV, activating your customers through delivery and adoption is key.
Power next-best action with first-party data
In this webinar, learn how to achieve business outcomes and deliver next-gen customer experiences.
6 tips for optimizing LinkedIn content for B2B marketing
Are you getting the most out of your B2B marketing on LinkedIn? Discover ways to maximize the ROI of your LinkedIn marketing with these tips.
Harness the power of customer data to stay ahead of the competition
In this webinar, learn key strategies to acquire and engage the right customers.
How to align B2B sales and marketing teams
Enhance customer experience and drive business success through actionable strategies for marketing and sales alignment.
Drive better customer intelligence for a better customer experience
Learn how to get to the heart of customer experience with data that delivers.
24 questions to ask identity resolution vendors during a demo
Identity resolution allows marketers to more accurately target and personalize brand messages to create better customer experiences.
Marketers need a unified platform, not more standalone tools
Oracle says the argument is over and the unified platform beats collections of best of breed solutions.
How B2B marketers can help sales overcome customer indecision
B2B buyers are prevented from pulling the trigger on purchases by fear of messing up. Here's a framework for overcoming customer indecision and accelerating revenue.
Marketing artificial intelligence (AI)
Why ChatGPT may be a blessing and a curse for agencies
AI is making it faster and easier to create content. This increases agencies' productivity and the likelihood of clients doing it themselves.
Conversational marketing: A guide to a key B2B GTM strategy
Learn how conversational marketing improves customer engagement, accelerates sales cycles and builds relationships with B2B buyers.
Working with freelance marketing talent
Small and medium businesses like independent insurance agency Boomer Baby can get marketing experts on demand from GrowTal.
Adobe’s roadmap for B2B, CDP and product analytics
A deeper dive into the Adobe Summit product news that went beyond Adobe Firefly and generative AI.
Identifying B2B and B2C consumers in a privacy-driven environment: The MarTech Conference keynote
Identity resolution platforms, zero-party data, data clean rooms and community building were among the approaches discussed during the conference kickoff.
ARHT rolls out retail hologram experiences
The new CAPSULE touchscreens display life-sized presenters and products, either live or on a video loop.
A B2B marketer’s guide to long-form content
Learn how creating and using substantive content for your B2B brand can drive organic traffic and boost sales.
LinkedIn releases new Pages features for B2B marketers
Marketers can now schedule posts without a 3rd-party tool and host live conversations entirely in-platform.
The power of programmatic advertising
In this webinar, learn how you can target audiences at the right time and at the right cost.
Marketing artificial intelligence (AI)
AI is used in marketing by two thirds of B2B orgs, Forrester finds
Targeting is the top use case, and one third are using chatbots.
TransUnion expands TruAudience marketing solutions
The relaunch of TruAudience combines identity and targeting capabilities of TransUnion and Neustar.