Martech or ‘marketing technology’ is all about taking a strategic approach to marketing that positions technology as a core driver for growth. By underpinning every stage of today’s complex buyer journey with evolving technology, martech can make B2B campaigns more fluid, agile and profitable, and help marketers navigate their way across the sales cycle more intuitively. Here, we share three top martech trends you should know about in 2020:

It’s difficult to ignore Martech in today’s technology-driven marketing landscape, but that hasn’t stopped many marketers from burying their heads in the sand for fear of the new and unknown. And with more than 7,000 tools and software programs currently available to choose from, it’s fair to say that Martech can make even the most seasoned marketer feel a bit overwhelmed.

While often misunderstood as rather mysterious and complicated, Martech is in reality just a simple marriage of marketing and technology. And most B2B marketers are already employing it to a certain extent, they might just not know it yet.

In our guide to Martech, we explain how positioning technology as a core driver for growth, creating a strategic technology framework and creating the perfect ‘stack’ can support the successful planning, execution and evaluation of marketing campaigns. In this issue, we cover:

• A simpler take on Martech
• Types of tools at your disposal
• 8 tips for building the perfect stack
• The bigger picture

New year, same old platforms. Sound familiar? It’s no secret that people digest content in different ways – so why do B2B companies keep using the same channels to promote content over and over again?

In some B2B spaces, where old-school approaches linger, there are a lot of misconceptions around influencer marketing. The phrase conjures a vision of a glamorous celebrity languidly waving a shiny new toy towards their phone camera and earning the average annual salary for it. In reality, influencer marketing is less about glamour and more about offering authentic value, empowering buyers to make better-informed purchases that align with both their personal and brand values.