#b2b

At B2BMX 2026, LinkedIn’s Ty Heath, Global Director of Thought Leadership GTM Strategy and co-founder of The B2B Institute, focused on why B2B deals stall due to buying groups lacking collective confidence rather than losing to competitors, emphasizing that marketers must solve buyability by reducing hidden friction.

G2 has released new product capabilities to help MarTech software companies build trust in the era of AI-driven buying, including tools like the Model Context Protocol (MCP) powered by Claude, according to Demand Gen Report. These features aim to enhance AI-driven buying with trusted data signals, as B2B buyers increasingly rely on AI search for software evaluation.

According to Demand Gen Report, B2B marketers have traditionally viewed conversion as a single event, such as clicking a 'Buy Now' button or handing off to sales, but this overlooks the broader evaluation process where buyers abandon deals due to issues like unclear pricing, slow pages, mandatory account creation, limited payment options, and procurement friction. Today’s buyers abandon transactions when these elements undermine confidence, as detailed in the report.

At Forrester's B2B Summit North America, the firm presented research from 'The GTM Singularity Is Here,' calling for B2B leaders to abandon outdated practices and adopt a customer-obsessed go-to-market (GTM) approach that leverages AI for enhanced buyer engagement and cross-team collaboration, according to Demand Gen Report.

As martech, adtech, and sales tech converge into a unified revenue stack, B2B organizations are advised to restructure their RevOps teams to break down cultural silos while preserving functional expertise, according to MarTech. The source highlights that the traditional separation of marketing, advertising, and sales teams has created barriers, but integration requires new structures to ensure technology achieves its potential.

RevOps teams are evolving from roles focused on fixing reports or...

As martech, adtech, and sales tech converge into a unified "Revenue Stack," B2B organizations must rethink their RevOps structures to break down cultural silos while preserving functional expertise, according to MarTech. Historically, Marketing, Advertising, and Sales operated separately with distinct platforms, but this separation hinders the full potential of integrated technology.

RevOps teams, once focused on fixing issues like broken reports or unsynced leads, should evolve into a...

At the May 6th MarTech Conference, a session titled 'The art of doing more with less: The new marketing operations stack' features leaders discussing how marketing operations (MOps) teams can move beyond routine system maintenance to drive business growth, according to [MarTech](https://martech.org/the-art-of-doing-more-with-less-the-new-marketing-operations-stack/).

At the B2B Marketing Exchange (B2BMX) 2026, a panel moderated by Demand.com’s Rick Robinson and featuring experts Terry Arnold, Whitney Goldstein, and John Johansen addressed how B2B decisions increasingly involve committees rather than individual champions, as discussed in a session titled "Champion to Consensus: Practical Buying Group Coverage That Improves Conversion." The panel dismantled traditional approaches that rely on single leads, noting that deals often stall despite positive...

At the B2B Marketing Exchange (B2BMX) 2026 powered by Advertising Week, a panel of experts addressed how B2B decisions increasingly involve committees rather than individual champions, as explored in a session titled "Champion to Consensus: Practical Buying Group Coverage That Improves Conversion." The panel, moderated by Demand.com’s Rick Robinson and featuring Terry Arnold, Whitney Goldstein, and John Johansen, examined strategies to adapt to this shift by redefining account coverage metrics...

B2B marketers view data as a vital asset, comparing it to resources like gold or oil, and invest significantly in tools such as marketing automation platforms (MAPs), customer relationship management systems (CRMs), and customer data platforms (CDPs), according to MarTech.