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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Marketing artificial intelligence (AI)
The latest AI-powered martech news and releases
As AI billionaires cash in, they’re already gearing up to sell the public on a feel-good story no one asked for and even fewer will buy.
Marketing artificial intelligence (AI)
Vibe coding is hollowing out the martech stack fast
Marketers are replacing SaaS tools with AI-built alternatives, driving churn and shifting where real value in martech now lives.
Why relevance now beats reach in the AI-driven buyer journey
Buyers are forming opinions before they click. Learn how to show up in AI answers, earn trust in peer networks, and influence decisions earlier.
B2B marketers are drowning in data but starving for insight
Long sales cycles, weak attribution, and underused fundamentals are holding B2B teams back. Here’s where data breaks down.
How to choose the right research partner and get better B2B results
Not all partners deliver. Learn how to evaluate audience access, subject matter expertise, and distribution commitment before you commit.
5 B2B marketing tactics beyond lead generation
High lead volume often hides deeper issues. Learn how to align your strategy with buyer behavior, intent, and long sales cycles.
How to unify and orchestrate your B2B data to drive revenue
Fragmented data breaks your go-to-market engine. Learn how to unify your B2B data, fix visibility gaps and drive more efficient revenue growth.
AI’s shortlist is the new B2B battleground
G2’s latest research shows AI chatbots are now shaping B2B vendor visibility, shortlists and even final selections.
Most messaging problems start with the wrong audience
Manage your message and turn chaos into clarity by identifying your primary audience and aligning your content, UX and calls to action.
Structuring B2B marketing across 4 key resources
From fractional CMOs to agencies, learn when to use each resource and how to align them for consistency, scale and measurable impact.
Martech stacks are holding back sales and marketing teams
Technology is the biggest barrier to alignment, and most teams admit their stack still isn’t built to support shared goals or seamless execution.
Marketing on Reddit: What you need to know
What you need to know about marketing on Reddit. Updated with details on the latest updates to Reddit Pro.
How to prove ROI from AI workflow integration in B2B marketing
Embedding AI into marketing workflows promises big efficiency and performance gains — but you’ll need the right ROI models to justify the investment.
Why confidence, not performance, is shaping media spend
Marketing budgets are increasingly driven by what teams can defend, not just what performs, concentrating spend in a small set of trusted channels.
Why CFOs are taking control of GTM strategy
Finance is taking control of GTM decisions for one reason: marketing and sales still can’t prove what actually drives revenue.
The real GTM advantage is owning language and signal
Most deals are decided before the funnel starts, and marketers who don’t own buyer language and signal are losing before they even start.
The new must-haves in B2B ecommerce tech stacks go beyond CRM and CMS
As B2B buyers expect more B2C-like experiences, ecommerce marketers need tools that go far beyond the basics.
5 LinkedIn ad tactics for B2B marketers
Five LinkedIn ad tactics — from video to Thought Leader Ads — that helped improve B2B campaign performance in 2025 and are worth testing in 2026.
Why the future of marketing looks like product management
Marketing leaders are shifting from channel optimization to product thinking, connecting media, UX, data and outcomes across the entire customer journey.
How shaping AI buying can boost B2B CMO strategic influence
As AI increasingly evaluates vendors before buyers do, CMOs who control structured data, proof and category language can influence who makes the shortlist.
How B2B marketers can prepare for AI agents that do the buying
As AI agents take a larger role in B2B purchase research, optimizing your content and data for machine-readability could become a competitive differentiator.
Marketing artificial intelligence (AI)
Turn ChatGPT into your on-demand GTM consultant
A diagnostic framework shows how marketing teams can codify consulting expertise into AI to analyze revenue architecture and GTM performance.
How to drive real ROI with AI in B2B marketing
AI adoption is nearly universal, but ROI confidence is slipping. Learn how mature teams connect AI to pipeline, deal velocity and revenue growth.
What gets B2B brands cited in genAI answers
A study of 1,000+ prompts across four AI engines reveals what drives B2B brand visibility in generative AI answers — and where common GEO advice falls short.
How to make your content stand out in the age of AI
AI made publishing easier, but differentiation is harder. See how clarity, intent alignment and small SEO changes drive real gains.
Content marketing jobs are splitting in two
A Semrush study of 8,000 job listings shows content roles polarizing between hands on creators and senior growth owners.
The GTM spending problem no one wants to admit
New data shows more than half of enterprise GTM spend is ineffective while PR quietly delivers the highest return.
How to use CRM data to target the right B2B audiences
B2B CTV isn’t about broad reach. It’s about precise segmentation, quality CRM data and smart retargeting strategies built for long sales cycles.
Is your B2B lead management engine built for today’s reality?
Silent research, fragmented martech stacks and shifting roles demand a lifecycle approach built on integrated data and coordinated execution.
B2B marketing on Instagram: What you need to know
For B2B marketers in 2026, the question is no longer whether Instagram is relevant — it’s how to use it strategically. Here's our guide to doing that.
Brand is the decision in B2B, and AI decides first
AI forms brand perception upstream, long before buyers see your positioning. Consistent delivery across every touchpoint is now the differentiator.
ActiveCampaign’s latest move signals the era of self-driving campaigns
The purchase of Feedback Intelligence shows that learning, self-correcting AI agents are redefining how modern campaigns are built and measured.
How smart B2B teams use video to win deals before they start
86% of buyers pre-select vendors on Day 1. Learn how a three-play video strategy reaches buying groups and drives demand.
US B2B marketers have the biggest budgets and the lowest confidence
55% of U.S. B2B marketers reported budget increases in 2026, while 37% were asked to make cuts — most of them under 10%.
B2B marketers should stop punting on Super Bowl week
HubSpot data shows B2B buyers are more active — not less — during Super Bowl week, making it one of the most underused engagement windows of the year.
Trust can’t be automated, and that’s why it matters
In an AI-driven world obsessed with efficiency, the companies that win are the ones that invest in human trust long before they need the next sale.
B2B software marketing takes a turn with consolidation of review sites
Review site consolidation is a lot to digest. Let's break down the G2 acquisition so you can protect your intent data strategy and keep your pipeline steady.
Why GTM control breaks and how it’s rebuilt
When signals multiply and decisions arrive early, control becomes a systems problem. Adaptive GTM teams must rebalance instead of react.
How to write promotional emails that actually convert
Most webinar emails fail because they’re vague, overloaded or forgettable. The right copy frameworks and clear CTAs can turn invites into registrations.
Marketing learned how to grab attention, but forgot what to do with it
In a market flooded with noise, novelty and big promises, the real competitive advantage is earning trust that holds up once the spotlight fades.