B2B buyers are growing more risk-averse. Here is how to restructure engineering and pitches around modular API integration models. By MarTechBot Published on August 17, 2026 In MarTech’s “MarTechBot explains it all” feature, we pose a marketing question to our very own MarTechBot, which is trained on the MarTech website archives and has … Continue reading Why buyers hate your multi-year software overhaul
AI Buyers: How Agentic Machines Hijack B2B Funnels by Laurie Sullivan , Staff Writer, August 4, 2026 Marketers supporting the B2B go-to-market (GTM) movement must account for the machine being part of the purchase process now that companies have begun to use agentic artificial intelligence (AI). The machine gathers information, synthesizes it for answers and … Continue reading AI Buyers: How Agentic Machines Hijack B2B Funnels
Synthetic audiences depend on the signals they’re built from. Personality may be the missing ingredient for improving accuracy. By Scott Gillum Published on July 31, 2026 Synthetic audiences promise marketers faster customer research by simulating buyer responses using AI. But many models share the same blind spot: they rely on demographic, firmographic, and … Continue reading AI can simulate buyers, but it misses personality
The default martech sales motion asks you to tear out your stack and bet 18 months on a rebuild. Buyers increasingly prefer a different path. By Gene De Libero Published on July 1, 2026 A vendor rep is in your conference room with a slide titled “Migration Roadmap.” She’s drawn an arrow from … Continue reading The rip-and-replace pitch is out of step with today’s buyers
Firsthand expertise, original research, and transparent thinking carry more weight than polished messaging. Here’s why. By Stephanie Trovato Published on June 24, 2026 I was researching a software platform recently when I found myself doing something I don’t remember doing nearly as often as a few years ago: questioning almost everything I was reading. … Continue reading How to build trust when buyers question everything
Gartner research shows buyers want AI speed, but they still turn to humans for confidence and validation. By Constantine von Hoffman Published on May 20, 2026 More B2B buyers are turning to tools like ChatGPT and Gemini for quick answers, but many don’t trust what those tools tell them. According to research released … Continue reading B2B buyers trust AI less than marketers think
Traditional demand capture fails when no one is searching. Here’s a framework for educating the market, building authority and defining a new category. By Shama Hyder February 26, 2026 Most marketing assumes recognized pain points. Customers know they have issues, so they search for solutions. Your job as a marketer is to position … Continue reading How to create demand when buyers don’t see the problem
Your best marketing insights aren’t in a new tool. They’re already in your CRM, your CS notes and the systems your team stopped checking. By Stephanie Trovato February 19, 2026 Last quarter, a B2B SaaS marketing team ran a full content audit. They hired a strategist, surveyed customers and spent three months building a … Continue reading Your CRM knows more about your buyers than your personas do
This holiday, skip the promo blast. See how brands like La Quinta built loyalty through care and conversation — and how you can, too. Ed Poppe on November 3, 2025 The holidays bring a flood of one-time shoppers — and a chance to turn them into long-term customers. Most brands focus on discounts and … Continue reading How to turn holiday shoppers into loyal friends, not one-time buyers
Conversions drop when your B2B copy ignores what buyers actually care about. Here’s how to lead with benefits, use cases and proof. Moni Oloyede on August 14, 2025 Marketing departments are missing goals left and right. Your marketing isn’t converting because the way you’re talking about your offer sucks. Maybe you’ve tweaked form fields, … Continue reading A 3-step copywriting formula that makes buyers take action
