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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Top 3 priorities for your 2023 B2B marketing strategy
Set up your brand for long-term success by focusing on data-informed insights, creator marketing and building brand advocates.
Webinar: 5 CX trends that will shape 2023
Learn the difference between what customers say 'to' you and 'about' you - and why it's important.
Failure to get the most out of data clean rooms is costing marketers money
Less than a third are using clean rooms data for attribution. ROI/ROAS measurement, or media/marketing mix modeling.
Feds finally file anti-monopoly suit over Google’s adtech
The suit seeks to force the tech giant to get rid of its ad businesses and engaging in allegedly anticompetitive practices.
5 strategies B2B marketing and sales teams can bank on as markets tighten
These core strategies and tactics can help B2B organizations turn GTM efforts into results amid economic uncertainty.
Digital asset management (DAM)
How Booksy used DAM to organize their digital asset production
The appointment-making platform implemented Bynder’s digital asset management (DAM) system to root out inefficiencies.
How Coca-Cola activated their enterprise CDP
Over the last two years, the Coca-Cola Company has been implementing an Adobe CDP and activating other capabilities around it to connect with 2 billion customers worldwide.
Marketing automation buyer’s guide
Does your organization need a marketing automation platform?
The benefits of using a B2B MAP start with the potential for personalizing the buyer experience — but they don't end there.
Marketing automation buyer’s guide
What is marketing automation and how can it help B2B marketers?
Marketing automation platforms offer some common core capabilities, but vendors are looking to differentiate their offerings with a range of more advanced features.
2023 Predictions: How data will change marketing in the new year
Marketers will search out new signals and draw on deeper insights to get to know customers better, often with the help of AI.
Webinar: 7 ways to keep your customers coming back in 2023
Activate a data-driven personalization strategy that drives meaningful relationship building.
MarTech’s B2B marketing experts to follow
Here are the top B2B marketing experts to follow to stay on top of all the best practices and latest developments.
The state of intent data in 2023 and beyond
With B2B's increasing reliance on intent data, now is a good time to assess its current state and prepare for what's ahead.
Sports sponsorships for women athletes grew 20% in 2022
Brands and nonprofits are driving growth in sports deals by using more digital channels.
How to sharpen your B2B marketing experience strategy
Make sure you’re delivering experiences to buyers with the right level of targeting.
3 steps to building an effective martech stack
Identify core customer and business needs first. Then build your stack accordingly.
Integrate and 6Sense announce ABM partnership
Integrate's new 6Sense connector joins real-time buying behavior insights to demand acceleration campaigns.
Why marketers are replacing foundational martech
With engagement technologies in place, marketers are now turning to the foundational layer for replacements.
Diversity and inclusion in marketing
Marketing industry diversity improving, but still lags for senior positions
The benefits of diversity and inclusion can be seen in stock and revenue performance, hiring and retention and customer acquisition and loyalty.
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.