# B2B marketing

MarTech is your source for [B2B marketing](https://martech.org/why-we-care-about-b2b-marketing-a-guide-for-marketers/) 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](https://martech.org/staff/) 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.

## Dig deeper into B2B marketing:

## [What is B2B marketing and why marketers should care](https://martech.org/why-we-care-about-b2b-marketing-a-guide-for-marketers/)

## [MarTech’s B2B marketing experts to follow](https://martech.org/martechs-b2b-marketing-experts-to-follow/)

## [3 ways B2B marketers can use generative AI](https://martech.org/3-ways-b2b-marketers-can-use-generative-ai/)

## [B2B content marketing: Driving success through strategic content creation](https://martech.org/b2b-content-marketing-driving-success-through-strategic-content-creation/)

## [Why marketers need both MMM & MTA in 2026](https://martech.org/why-marketers-need-both-mmm-mta-in-2026/)
As tracking breaks down, combining top-down modeling with tactical attribution is becoming essential for budget decisions.

## [Signal orchestration reveals which accounts are ready to buy](https://martech.org/signal-orchestration-reveals-which-accounts-are-ready-to-buy/)
Combine intent, engagement, firmographic, and buying committee signals to identify readiness and trigger more effective engagement.

## [The latest AI-powered martech news and releases](https://martech.org/the-latest-ai-powered-martech-news-and-releases/)
A German court says Google can be liable for false claims in AI Overviews, a decision that could reshape legal risks for AI search platforms.

## [Marketing on LinkedIn: What you need to know](https://martech.org/linkedin-the-marketers-guide/)
Your guide to LinkedIn's tools, strategies and best practices. Updated with information about the new reach analytics metric.

## [How AI is turning lead scoring into a decision engine](https://martech.org/how-ai-is-turning-lead-scoring-into-a-decision-engine/)
Predictive models and real-time signals are replacing static scoring, helping sales focus on leads most likely to convert.

## [Employee advocacy is a growth engine for technical B2B](https://martech.org/employee-advocacy-is-a-growth-engine-for-technical-b2b/)
Buyers trust practitioners more than corporate messaging. Employee advocacy helps technical B2B brands build authority and visibility.

## [Marketing measurement is breaking under its own complexity](https://martech.org/marketing-measurement-is-breaking-under-its-own-complexity/)
More tools, more channels, and more data have left many marketers struggling to connect activity to outcomes.

## [How to activate first-party data across the B2B journey](https://martech.org/how-to-activate-first-party-data-across-the-b2b-journey/)
Behavioral signals, intent data, and AI can improve personalization, sales alignment, and pipeline performance across complex buying journeys.

## [Scale gets you in the door, but workflows keep you embedded](https://martech.org/scale-gets-you-in-the-door-but-workflows-keep-you-embedded/)
AI makes software easier to replicate. The vendors that last become part of how customers operate every day.

## [Can marketers navigate AI search’s trust cliff?](https://martech.org/can-marketers-navigate-ai-searchs-trust-cliff/)
New research reveals a growing gap between how often people use AI search and how much they trust it.

## [How to use B2B PR to shape what AI recommends](https://martech.org/how-to-use-b2b-pr-to-shape-what-ai-recommends/)
AI answers often surface only a handful of vendors. Learn how to improve your B2B brand’s visibility and shape how AI systems frame it.

## [AI is powering the loss of B2B marketing jobs](https://martech.org/ai-is-powering-the-loss-of-marketing-jobs/)
47% of B2B companies reduced marketing roles due to AI, often by quietly eliminating backfills rather than announcing layoffs.

## [Marketing on Reddit: What you need to know](https://martech.org/a-marketers-guide-to-reddit/)
What you need to know about marketing on Reddit. Updated with details on the new features for app advertisers.

## [AI can scale B2B sales, but only people can build trust](https://martech.org/ai-can-scale-sales-but-it-cant-build-trust/)
Automation dominates modern B2B selling, but the deals that matter most still close through human relationships.

## [B2B buyers trust AI less than marketers think](https://martech.org/b2b-buyers-trust-ai-less-than-marketers-think/)
Gartner research shows buyers want AI speed, but they still turn to humans for confidence and validation.

## [How to make your content visible to AI buying agents](https://martech.org/how-to-make-your-content-visible-to-ai-buying-agents/)
As AI agents start shortlisting vendors, structured, machine-readable content will determine which brands even get considered.

## [The AI search shift changing B2B marketing metrics](https://martech.org/the-ai-search-shift-changing-b2b-marketing-metrics/)
Website traffic is losing ground as the primary success metric while AI visibility and lead quality take center stage.

## [5 reasons branding belongs in your GTM strategy](https://martech.org/5-reasons-branding-belongs-in-your-gtm-strategy/)
From sales alignment to customer retention, a clear brand strategy helps companies grow faster and compete more effectively.

## [How to earn customer trust in the age of AI](https://martech.org/how-to-earn-customer-trust-in-the-age-of-ai/)
Strong customer relationships are built through consistent actions, shared goals, and a genuine commitment to customer success.

## [Martech 2026: AI drives a major industry reset](https://martech.org/martech-2026-ai-drives-a-major-industry-reset/)
Flat growth masks a deeper shift as AI moves to the center of value creation and forces a rethink of how martech stacks are built.

## [The intent data playbook is breaking down](https://martech.org/the-intent-data-playbook-is-breaking-down/)
When everyone targets the same in-market accounts, pipeline suffers. Learn how to build custom signals your competitors don’t have.

## [Why SaaS is moving from features to outcomes](https://martech.org/why-saas-is-moving-from-features-to-outcomes/)
AI is compressing feature value and shifting how SaaS gets priced. Outcomes now drive growth, differentiation, and monetization.

## [Why confidence, not performance, is shaping media spend](https://martech.org/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](https://martech.org/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](https://martech.org/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](https://martech.org/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](https://martech.org/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.

## [How shaping AI buying can boost B2B CMO strategic influence](https://martech.org/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.