Marketing technology (martech) has entered a new era defined by AI agents, composable architectures, and the rise of buyer-side AI assistants that are fundamentally changing how customers discover brands and B2B vendors.

First-party data makes personalization possible in the wake of signal loss from privacy restrictions, but taking full advantage of the opportunity requires overcoming a series of obstacles.

The top B2B marketing trends in 2025 include AI-driven insights, first-party data strategies, and balancing automation with authenticity. In this report, marketers and agencies can learn how to embrace these evolving strategies in order to boost engagement, trust, and ROI.

First-party data takes center stage in marketing's future: As third-party cookies phase out, brands are leaning into AI and first-party data to create personalized, privacy-compliant advertising solutions.

“[Marketers] need to have the ability to connect disparate data sources, while also getting consumers’ permissions and knowing how they want to be reached,” Tim Finnigan, director of product marketing at Verisk Marketing Solutions, said on a recent “Behind the Numbers” episode. Here are three customer identification challenges and how marketers work to overcome them.

Regardless of changes in the market, marketers will always have to build their first-party data around the buyer’s information and behavior. Complete and accurate data on prospects and customers is essential to making sound decisions about accounts that sales and marketing should target together.

B2B marketers must be aligned with sales to drive revenue and business growth. This might seem a herculean task, but there are ways leaders can surmount relationship, communication, and data challenges and successfully align on shifts in B2B buying.

With some legacy identifiers already in the history books and the rest on the chopping block, the digital ad industry is finally getting serious about adopting targeting and measurement practices that don’t rely on cookies and mobile IDs.

B2B marketing leaders have lost their focus on the benefits of email marketing. Email is a key distribution channel, and investments will allow relevant messages with high engagement rates and ROI to be delivered efficiently and effectively.

There’s a lot of noise surrounding customer data platforms (CDPs). Yet even with all the buzz, more than one-third of brands with a deployed CDP say they deliver little to no value. Atlassian shared what it learned while improving campaign awareness and strengthening customer acquisition, loyalty, and advocacy.

B2B martech spending will continue to grow—largely due to the pandemic. Martech will remain a key investment for B2B marketers, as they rely on it to engage with audiences and drive revenues.

After a few waves of innovation and consolidation, the B2C martech landscape is dominated by a small number of broad suite providers. There’s also a very long tail of niche providers, some of which provide cutting-edge point solutions.

Despite a post-pandemic dip in annual growth, robust spending on martech will result in a $14.54 billion market in 2022.

Learn how advertisers, publishers, and ad tech players operate in the programmatic marketplace that fuels over 90% of digital display ad spending.

Advertising on Facebook has become more challenging due to Apple’s AppTrackingTransparency framework in iOS 14.5. Here’s how advertisers are adapting their strategies in the post-IDFA reality.

The deprecation of the third-party cookie in Chrome will be significantly disruptive for publishers that monetize their sites with advertising. Here’s how web publishers are preparing for a future without third-party cookies.

To deliver an effective customer experience, marketers must first identify their customers and audiences. This report focuses on how marketers identify audience segments and target groups today.

Marketing and IT executives in Canada confirm that spending on marketing technology has increased dramatically, raising opportunities and concerns.

With spend on marketing technology increasing, many marketers are investing more dollars into data management products.

Marketers rely heavily on third parties for analytics and technology building. Many are looking to trim their overall vendor counts when it comes to demand-side platforms and supply-side platforms, but are looking for new partners for customer data platforms, while others are building their own tech in-house.