B2B lead management involves capturing, tracking, nurturing, and converting prospects through a structured process aligned with the sales funnel. By using CRM systems, lead scoring, and personalized communication, businesses can prioritize high-value prospects and improve conversion rates.MarTech contributor Caroline Hodson has published an article answering the question, ‘Is your B2B lead management engine built for today’s reality?’.She says, “Lead management in B2B has evolved into a systems challenge that spans teams, platforms and the entire revenue lifecycle.... [...]

B2B marketing in 2026 is driven by AI-powered personalization, intent-based targeting, and data-led decision-making across the buyer journey. Trust, thought leadership, and value-driven content will matter more than volume as buyers expect relevance, speed, and measurable ROI at every touchpoint.Forrester has published ‘2026 Predictions Guide: B2B Marketing, Sales, & Product’.The Forrester team says, “Download the guide to learn why 2026 will be the year evidence supersedes AI hype.Nearly one-third of buyers now view genAI tools as meaningful when committing to... [...]

Today’s enterprise B2B buyer is highly informed, research-driven, and prefers self-guided digital journeys supported by trusted content and peer validation. They expect personalized, value-focused engagement across multiple touchpoints before engaging with sales.MarTech has published a new video, ‘What’s the state of the enterprise B2B buyer?’. It covers the following:What’s the state of the enterprise B2B buyer?What’s responsible for the trust gap with B2B buyers?How has the playbook for reaching... [...]

Creativity in B2B marketing is essential to cut through information overload and differentiate brands in crowded, logic-driven markets. It humanizes complex offerings, builds emotional resonance, and strengthens recall across long buying cycles.MarTech has published a new video, ‘Zero to launch: Using AI for campaign and content creation at scale’.This video covers the following:Why make ROI: The Musical in the first place?Why don’t companies get more creative in their marketing?Is bureaucracy and personal preference holding back creativity?What is the... [...]

Forrester has published an in-depth article on ‘A New Era For B2B Marketing’.The Forrester team says, “There is a tectonic shift underway in B2B marketing. Playbooks that worked just a few years ago no longer suffice. Evolving technology and buying group dynamics are not only imposing new rules but defining a new game altogether. To master it, B2B marketing leaders must embrace change — and the fact that they don’t control the play.Success in this new era demands a mindset shift from control to collaboration. Modern B2B buyers are more informed, independent, and... [...]