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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4 common problems marketers and data analysts can solve together
Marketers and data analysts have distinct roles, but increasingly they need to work together to overcome obstacles.
What is customer experience and why does it matter?
Learn what customer experience is, why it's important, and how you can improve it for your customers.
B2B marketing confidence survives budget pressures
Content and digital marketing are top strategies for B2B teams despite flat or cut budgets.
How to ID and organize data with a new CDP
To get the most out of your CDP, make sure the customer journey and your company’s internal infrastructure are aligned.
More than 60% of B2B marketers say martech stack is too complex
The preferred solution: Spend more money on it. 70% of U.S. marketers expect their tech budget to grow next year.
4 ways to address B2B disconnects and drive customer relationships and revenue
Don't let B2B internal disconnects limit customer relationships, affect revenue results and hamstring your GTM teams’ productivity.
Customer journey orchestration
4 critical platforms to support customer journey orchestration: Getting started on CJO
Aligning your customer data, content management, CJO and analytics and reporting platforms is crucial for CJO implementation success.
How to build customer profiles using a CDP
Customer data experts break down the key ingredients that go into a CDP.
Marketing beyond boundaries at Opticon
Optimizely advocates for experimentation, collaboration and orchestration as it rethinks its DXP.
How to mine data from digital events
Third Door Media’s Marc Sirkin shows how online events can yield valuable data to boost marketing and drive sales.
Customer journey orchestration
How customer journey orchestration affects process: Getting started on CJO
Here are three processes essential for succeeding with CJO.
How to keep up with accelerating customer expectations: The MarTech Conference keynote
Top marketers discuss big changes underway in how consumers and B2B buyers engage with brands.
Fintech marketing today and beyond: Exploring best practices and strategies
Success in fintech marketing requires not just an understanding of SEC rules and regulations. It demands a strategy focused on customers.
What is account-based marketing or ABM and why are B2B marketers so bullish on it?
Interest in ABM strategies is surging as technologies to target key accounts improve and relevant data becomes more accessible.
3 ways Panasonic embraces a customer-centric approach using technology
Panasonic’s Brian Rowley tells us how marketers and other stakeholders can put the customer first with digital experiences.
Customer journey orchestration
Preparing people for Customer Journey Orchestration: Getting started on CJO
How to get ready to implement customer journey orchestration. First: think about the people involved.
How Allied Beverage is transforming customer experience
The NJ-based liquor distributor is implementing a data, ecommerce and service overhaul.
Apple adds BIMI to next operating system update
BIMI lets brands display their logos next to authenticated emails, protecting consumers from fraud.
Amazon to allow merchants to email customers directly
The commerce giant is launching a solution to help third-party sellers re-market to segments of their audience.
Tech buyers increasingly prefer buying from third-party marketplaces rather than vendors
A new report from G2 shows buyers shifting away from vendor interactions as vendor trust wanes.
Customer journey orchestration
HubSpot pairs community with a connected platform
At Inbound 2022, HubSpot filled in the dots between the need for community and the demand for a connected customer experience
Customer journey orchestration
The crisis for disconnected B2B marketers
At HubSpot's Inbound 2022, the buzz is around creating communities and the company's new Customer Journey Analytics offering.
Top 3 marketing use cases for the B2B metaverse
Virtual worlds and immersive technology are not just for consumer campaigns. Here's how to begin your B2B metaverse marketing journey.
Customer journey orchestration buyer’s guide
Using customer journey orchestration to engage existing customers during the pandemic
The COVID-19 pandemic raised the stakes on customer journey orchestration, especially for later-stage customer success and loyalty.
Why B2B buyers now hate traditional B2B selling
Most salespeople say their organizations aren't ready for online selling.
B2B buyers are much more concerned about a company’s values than the general public
72% are more likely to buy from socially responsible businesses.
74% of B2B marketers expect budgets to increase next year
Nearly two-thirds say the increases will be modest. No one expects budgets to be cut.
24 questions to ask ABM vendors before signing the contract
Plus 15 questions to ask customer references, preferably in a business similar to your own.
Oracle announces next gen Fusion Sales
Oracle extends its Fusion Cloud CX offering by automating the closing stages of conversion.
Get your front row seat for the race to be the B2B revenue platform of record
The jockeying is on among leaders in a new B2B mega-category: revenue tech.
Customer journey orchestration buyer’s guide
How to decide if you’re ready for a customer journey orchestration solution
Once you understand the benefits of customer journey orchestration you can begin asking the right questions.
How work management tools are connecting marketing teams and processes
Vendors are now creating marketer-centric work management systems.
Open the gate and let your content roam free
Only 3% of visitors will fill out a form to get content.
Account-based marketing (ABM) buyer’s guide
How to decide if you’re ready for an ABM solution
Everyone in B2B marketing is talking about ABM, but not every business is ready for an ABM tool. Find out if your business is.
Account-based marketing (ABM) buyer’s guide
What is account-based marketing today and how has the space evolved?
Account-based marketing is evolving rapidly. Here are seven of the top developments in the space.
Are spreadsheets critical to your work? Last chance to take our poll
Do manual processes such as inputting data to spreadsheets still play a big role in your working life? Last week to take our quick poll.
Most marketing fails before it starts — here’s how to fix it
The pitfalls to avoid and the higher roads to take for marketing success.
Using AI to improve customer experience and customer journey orchestration
Instead of depending on segments to drive messages and experiences, AI tailors to individual customers at scale.
B2B customer journeys that begin at review sites are significantly shorter
When a software review site is the first touch on a customer journey, the length of that journey can be dramatically reduced.
Using Google Analytics 4 integrations for insights and media activations
Practical advice on how to make your GA data actionable.