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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Stop forcing your B2B marketing org structure on your buyer’s journey
Our B2B marketing organizational structures are getting in the way of our ability to connect with buyers, create exceptional experiences and drive opportunities.
How a UK food provider went from B2B to D2C in 7 days
SAP CX worked with Brakes in the UK to make rapid changes to its GTM strategy.
Who’s who in B2B Marketing Automation: The vendor landscape
Here's an overview of the recent funding and M&A activity among B2B marketing automation vendors.
B2B marketers are all-in on ABM: Here’s what they need
Netcore's head of account based marketing says his ABM program includes a mix of targeting, personalization and communications tools.
Why B2B marketing automation, and martech in general, are still key
As the customer experience bar keeps being raised, marketing automation can help brands differentiate themselves with relevant messaging.
MarTech Minute: Experian releases At-Risk Audience segments, ZoomInfo gives B2B marketers intent tool
A quick round up of the latest marketing technology news and announcements.
The benefits of B2B marketing automation platforms: What you need to know
Thinking about adopting a B2B Marketing Automation Platform? Here's what you can expect to gain.
What should you expect from a B2B marketing automation platform?
If you're in the market for a B2B Marketing Automation platform, here's how to make sense of the vendor marketplace.
What are the differences between B2B marketing automation platforms?
Here's what you should look for when making comparisons between marketing automation solutions.
How B2B companies can be proactive about managing paid media during COVID-19
To navigate this changing landscape, make sure your brand continues to deliver value while building a pipeline for the future that isn't tone deaf to the crisis.
Everything you need to know about B2B Marketing Automation
Maximizing your work-from-home hours with martech research? We've got you covered.
Fixing the B2B sales-marketing divide to hit pipeline and revenue targets
It’s time to integrate (not align) sales-marketing efforts to educate, inspire and generate relationships and revenue in a unified effort.
Soapbox: Martech is the diet pills of B2B
Sustainable revenue-generating marketing takes is not a quick fix, it's a full mental shift.
Dun & Bradstreet launches in-market audience targeting for B2B marketers
The company claims the new solution will help marketers pinpoint richer buying signals from customers who are ready to buy.
B2B buyers consume an average of 13 content pieces before deciding on a vendor
A mix of first and third party content is required to seal the deal.
The MarTech Minute: ZoomInfo’s new B2B apps, funding news from AI startups and marketers on the move
The marketing technology week in review: A round up of news and announcements you may have missed.
Here’s how to modify your ecommerce campaign for B2B and B2C
There are many similarities and relevant tactics to connect businesses with consumers and other businesses.
Soapbox: Here’s why B2B should get better at episodic storytelling
It's time for brands to build on others' success by presenting their own stories as episodes to keep audiences coming back for more.
Oracle launches new B2B sales solution, new CDM for Oracle Service Cloud
Oracle's new solution is designed for a new generation of digital sellers while its CDM seeks to improve users' data management
B2B marketers look to match B2C in level of customer experience
Study says B2B marketers need to prioritize data governance to improve CX.
MarTech West Overtime: How B2B marketers can reach buying committees at their target accounts
ABM expert and MarTech West speaker, Peter Isaacson, offers advice about target account intent as well as advertising in the anonymous buyer journey.