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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How to turn the great buyer resignation into B2B career opportunities
The B2B buying process has gone primarily digital - most B2B sellers and teams have not.
MarTech Replacement Survey: Marketers want better features from their martech solutions
2022 survey: Marketers remain focused on solutions with better features as they continue to replace even mission-critical parts of the martech stack.
5 enduring trends in martech
Top five predictions for what will remain unchanged about marketing technology in the next ten years.
CloudShare integrates product experience platform with HubSpot
B2B software marketers will now be able to access data about user product experience and engagement within HubSpot.
MarTech Salary and Career Survey shows big rewards for knowing marketing and machines
Marketing and marketing operations are hot career options.
Today’s B2B buyers are calling the tune
And it's different from yesterday's tune. B2B marketers need to understand that the tempo is different and the dance steps are faster.
Digital revenues skyrocket for B2B businesses
40% of income now comes from digital channels, up from 28% two years ago.
Drift appoints new CEO, David Cancel to become executive chairman
Scott Ernst will take over the reins from Cancel, while Cancel's co-founder Elias Torres continues as CTO.
How B2B marketers can leverage the metaverse
Why should consumer brands have all the virtual fun?
Email marketing benchmark report shows personalized subject lines under-perform
Emails with personalized subject lines get lower open rates (18.79%) than generic ones (22.14%).
What you need to know from Google Marketing Live
Here's a recap of the marketing news from Google's annual event, including Automation, Performance Max, YouTube Shorts and more.
Marketo’s May ‘22 release: Viva la Veeva!
Here's the latest on latest on Dynamic Chat, updates on email bot activity filtering and new API enhancements.
Create a B2B GTM strategy that buyers, execs and revenue teams love
Your GTM strategy and the core ingredients must be constantly optimized and evaluated for impact by key stakeholders.
5 tips for building customer trust during the supply chain crisis
The supply chain crisis isn't going anywhere just yet, but The Brooks Group has advice for sales, marketing and customer success teams on how to navigate it.
What are your secrets to overcoming marketing challenges? Take our survey
Help us to better understand how marketers are responding to all of this change.
Casted adds firmographic data to its B2B video and podcast platform
Casted Insights aims to provide a holistic view of audiences rather than vanity metrics on content consumption.
How Planful uses customer intent to speed up the B2B buying cycle
The financial planning platform is using customer reviews and downstream intent data to improve their ABM strategy and boost B2B marketing engagement.
Integrate announces Social and Cross-Channel Insights
The precision marketing provider adds new LinkedIn capabilities to its platform and provides cross-channel insights across the different parts of its offering.
The best times to engage on social media
What content you publish on social media matters but when you publish it matters too.
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.