In B2B, the account-based strategies that delivered results just a few years ago are now table stakes. In a world where buyers expect authentic, personalized experiences at every touchpoint, static target account lists, surface-level personalization and overreliance on third-party data no longer cut it. The truth is uncomfortable but necessary: Traditional ABM is becoming a […]

As a marketer, I’ve learned firsthand that developing a marketing budget is a critical component of any marketing strategy. Unfortunately, figuring out exactly how much your team should spend can be no small challenge. In this blog post, I’ll share some helpful marketing budget templates. I’ll also share what a marketing budget is, why you […]

Want to make your product seem like it’s on the cutting edge of trendy? Add “agent” to its name. Demandbase (see below) just launched Agentbase. Salesforce is 100% into Agentforce. No doubt AgentSpot, AgentCanva, AgentZapier and AgentAlgolia are on the way, Marketers love a bandwagon, and this one definitely has wheels. The nice thing about […]

I primarily work with B2B clients, so I’m getting very well-versed in B2B marketing analytics. Every month, I report on the marketing for the prior month, and I turn those marketing analytics into stories and actions. Believe it or not, B2B marketing analytics doesn’t have to be boring. I use various tools for my analytics, […]

Understanding how Google Analytics 4 (GA4) tracks sessions is key to making sense of your website data. GA4 tracks sessions differently than Universal Analytics, affecting your reports and insights. Let’s explore how GA4 defines sessions, how traffic sources influence session tracking and what they mean for your analytics. What are sessions in GA4? In GA4, how […]

Nowadays, people are consuming marketing and media in more ways than one, which means that media planning tools are no longer optional for those who want to reach their audiences across a variety of channels. I’ve found that while traditional outlets like TV, publications, and radio can still be valuable for certain businesses, more media […]

LinkedIn is one of the best sources of data available for B2B sellers, but the Microsoft-owned platform is known for not making money by sharing its data. Instead, it generates revenue from advertising and premium subscription services, especially those for recruiters and sales professionals. That hasn’t kept sales engagement platforms from using Chrome extensions to […]

As an employee and a freelancer, I’ve seen plenty of brands fall prey to a shiny object syndrome where they want to build a feature they saw a competitor launch or simply thought was a good idea. Then, they build that idea without knowing if their audience needs or wants it — they skip usability […]

Nearly all U.S. advertisers (94%) are worried about the impact of tariffs on ad spending, according to an IAB survey. Of those, 57% are “extremely concerned” and 37% are “somewhat concerned.” The majority of those surveyed (60%) expect ad budgets will drop by 6%–10%. Nearly a quarter (22%) expect an 11%–20% drop. Budget contractions are […]

“Everyone at some point in their lives, will be impacted by disability.” That was a sentiment that was communicated to me several times over the course of the last few weeks as I’ve interviewed various people on the topic of accessibility. And each time I heard it – I found myself thinking about that statement […]

In the world of large-scale projects, where complexity meets ambition, the choice between off-the-shelf software and custom development is pivotal. It’s a decision that can define the trajectory of your business, impacting everything from operational efficiency to long-term growth. The Power of Creating Custom Solutions When we talk about custom development, we’re not just referring […]

It is not uncommon for martech stacks to have components with overlapping functionality. While some overlap is intentional, too much can lead to wasted budget, unnecessary complexity and inefficiencies. Knowing when to consolidate and when to keep redundancy is key to maintaining an effective martech stack.  The value of addressing overlaps Martech stacks are constantly […]

When I’m reading a blog post or a long web page, one of my favorite things to do is jump to a specific section that I want to read first. This is made possible thanks to anchor links. Want to see what I mean? Scroll to the table of contents below. Each of the topics […]

© 2025 MarTech.org is a Trademark of Semrush Inc. Third Door Media, Inc. is a business-to-business media company. It is the publisher of MarTech and the producer of the MarTech Conference. Third Door Media offers marketing solutions that help vendors connect with an engaged audience of B2C and B2B marketers. The company headquarters is 800 […]