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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Account-based marketing (ABM) buyer’s guide
24 questions to ask account-based marketing vendors during a demo
By working with one or more of the many ABM tool vendors, marketers can better navigate the rapidly evolving B2B landscape.
RevOps teams struggle with integration and alignment
A new survey suggests the majority of RevOps teams are not confident about alignment, data onboarding and lead scoring.
ON24 announces new integrations with Drift
Virtual events and conversational marketing are teaming up to deliver cross-channel insights into prospective buyer engagement.
Integrate announces majority investment from Audax
The investment will help accelerate the development of the Demand Acceleration Platform.
Using intent as a unit of B2B campaign measurement
ZoomInfo’s Hussam AlMukhtar shares his intent strategy and how it can impact B2B marketing and sales.
Theorem adds creative optimization to its LinkedIn offering
Theorem now offers an audit of performance across digital channels to support the development of LinkedIn campaigns.
Madison Logic launches new account prioritization solution
Madison Logic's new Insights solution delivers signals that help identify actively engaged accounts.
Good morning: B2B marketing will be disrupted
B2B marketing, having undergone the ABM revolution, seems ripe for further disruption.
Integrate alters roadmap to adapt to changing B2B buying process
The precision demand marketing platform will announce new products at its Game Changers conference this week.
Build trust, gain sales
Brands can just play the compliance game. Or they can turn customer trust into a powerful asset.
Demandbase brings account-based advertising to consumer platforms
The ABM leader offers targeting on Facebook, Instagram, Twitter, YouTube and other platforms.
Good morning: The B2B playbook is expanding
B2B marketers are learning to address customers through a range of digital channels.
Terminus integrates with partner ecosystem platform Crossbeam
The initiative aims at managing ABM strategies for B2B brands with multiple channel partners.
Targeting B2B personas in the right channels to optimize campaigns
One Door improved campaign engagement by meeting their customers where they are.
LinkedIn is leaning into community
On the back iof a solid earnings performance, LinkedIn Marketing Solutions announces new features.
Demandbase added to the 365 Customer Insights ecosystem
The Demandbase group of companies will bring a portfolio of account-based B2B data to Microsoft's CDP.
B2B cozies up to empathy: Tuesday’s Daily Brief
Plus the search for a marketing ops ninja rock star...
Brightcove introduces B2B streaming tool CorpTV
With the tool, businesses can set up their own streaming app and even sell ads into their content.
The evolving B2B customer journey: Thursday’s Daily Brief
Plus an interesting perspective on AI. Do we talk down to it?
How to drive B2B revenue and relationships in a buyer-first world
Five principles for implementing a precision demand marketing approach.
RollWorks announces new capabilities focused on the B2B customer journey
Journey Events and Journey Stages combine to track account progress and identify the activities promoting it.
Terminus acquires Zylotech, the B2B CDP
ABM platform Terminus adds an established, standalone CDP to its offerings.
How to become a B2B influencer on LinkedIn
Businesses need to identify a person within their organizations to be their public face on this important social network, says Darryl Praill, CRO for VanillaSoft.
3 steps to win over B2B buyers
Business buyers have high demands, and sellers need to meet their expectations.
B2B automation and predictability: Tuesday’s daily brief
Plus, optimizing digital assets.
Demandbase jumps out ahead in B2B streaming race
Salesforce and Terminus announce new video offerings for the fall.
Panasonic embraces hybrid events, shifts B2B strategy and targets BETAs
Electronics company is also finding that virtual events are producing more qualified leads.
The new frontier of B2B marketing: Drive measurable results with performance CTV advertising
In this webinar, learn how it’s possible to utilize Connected TV as a performance marketing channel similar to other tried and true methods.
One set of truths for B2B and D2C marketing: Wednesday’s daily brief
CMOs for a beauty brand and a business intelligence veteran both talk about the importance of data all in one place.
Dun & Bradstreet revs up for the new B2B environment with ‘ABX’ platform
The BI veteran has been getting a make-over with a new Account Based Experience offering.
Real transformation in the B2B customer journey: Tuesday’s daily brief
Plus marketing analytics for financial decisioning.
5 strategies to become a more impactful, buyer-driven marketing org
In B2B, the buyer is in charge. It's time to adopt buyer-driven marketing strategies.
B2B marketers rely on marketing automation: Tuesday’s daily brief
Plus the privacy wars and fake ecommerce listings
How e-books can provide actionable value to B2B buyers
People now have time to digest long-form content. Here's how e-books can be central to a B2B content marketing strategy
5 B2B marketing trends to address in 2021
B2B marketers must embrace the acceleration of digital, AI and automation, and customer-centricity. See how to stay competitive.
B2B marketing trends shaping 2021
Know the trends and set yourself up for success for the rest of the year.
How CDPs fit within a B2B marketing strategy
Red Hat's Joel Eaton helps marketing and sales teams protect their data investment
What B2B marketers can look forward to in 2021
B2B marketers will become growth drivers, and will own the all-important digital journey.
CTV and B2B: 3 reasons why Connected TV advertising is primed for B2B
Combined with its targeting and measurement capabilities, CTV’s ad experience should make it a go-to for B2B marketers looking to stand out.