AI in Marketing: Practical Use Cases for B2B Teams
Beyond the hype — the specific AI use cases B2B marketing teams are using to reduce manual work, improve targeting, and connect marketing to pipeline.
Jonathan MartinsJuly 18, 2026
B2B Marketing
38 articles in this category
All PostsAI MarketingAI Search & DiscoveryAnalyticsAttribution & MeasurementB2B MarketingBrand MarketingCRMContent MarketingCustomer SuccessDemand GenerationDigital Marketing ChannelsGo-to-Market StrategyInbound MarketingIndustry SolutionsMarket IntelligenceMarketing AnalyticsMarketing AttributionMarketing AutomationMarketing LeadershipMarketing MeasurementMarketing OperationsMarketing StrategyMarketing TechnologyOutbound MarketingPipeline ManagementProduct-Led GrowthReportingRevenue OperationsSEOSales OperationsStrategyToolsVisibility Intelligence
Go-to-Market Strategy: Prioritizing Plays by Revenue Potential
Most GTM teams run too many plays at once. Learn how to score and prioritize GTM motions by actual revenue potential using pipeline data.
Jonathan MartinsJuly 17, 2026
Marketing Mix Modeling vs. Attribution: Which to Use
Understand the difference between marketing mix modeling and attribution — when each approach is appropriate, what each can and cannot measure, and how sophisticated teams use both together.
Jonathan MartinsJuly 17, 2026
Partner and Ecosystem Marketing Performance: Measuring What Matters
Learn how to measure partner and ecosystem marketing performance — from co-sell pipeline attribution to partner-influenced revenue — with the metrics and processes that make channel partnerships accountable.
Jonathan MartinsJuly 11, 2026
Revenue Operations: Connecting Marketing, Sales, and Customer Success Data
Learn how revenue operations (RevOps) connects marketing, sales, and customer success data to create a unified pipeline view, improve forecasting, and drive predictable revenue growth.
Jonathan MartinsJuly 7, 2026
The B2B Buying Committee: Marketing to All Stakeholders in a Group Purchase
How B2B marketing teams identify, map, and engage all stakeholders in a buying committee — designing content, campaigns, and sales plays that reach economic buyers, technical evaluators, end users, and blockers simultaneously.
Jonathan MartinsJune 12, 2026
Product Launch Marketing: A B2B Playbook for Creating Demand at Launch
A comprehensive B2B product launch marketing playbook — from pre-launch positioning and audience building to launch day execution and the 90-day post-launch demand generation program.
Jonathan MartinsMay 31, 2026
Marketing Experimentation: Running Tests That Actually Impact Revenue
How B2B marketing teams build a disciplined experimentation culture, design tests that produce statistically valid results, and connect experimental wins to pipeline and revenue impact.
Jonathan MartinsMay 30, 2026
Salesforce Campaign Attribution: Using Campaign Influence to Prove Marketing ROI
How B2B marketing and RevOps teams configure Salesforce Campaign Influence to measure marketing's contribution to pipeline and revenue — and build the attribution reports that prove marketing ROI to leadership.
Jonathan MartinsMay 29, 2026
Lead Source Tracking: Capturing Accurate First-Touch Data
How B2B marketing and revenue operations teams can build a reliable lead source tracking system that accurately captures first-touch attribution data for every inbound lead.
Jonathan MartinsMay 28, 2026
Paid Social Efficiency: Measuring Real Pipeline Impact in B2B
Learn how to measure paid social efficiency beyond engagement metrics — connecting LinkedIn, Meta, and programmatic social spend to pipeline and revenue with reliable B2B attribution methods.
Jonathan MartinsMay 26, 2026
Market Intelligence: Separating Real Signals From Noise
How B2B revenue teams build a market intelligence system that surfaces real buying signals — not just data noise — to prioritise pipeline.
Jonathan MartinsMay 6, 2026
Pipeline Visibility: What Every Revenue Leader Needs to See Weekly
The essential pipeline visibility framework for B2B revenue leaders — what metrics to track weekly, how to design dashboards that flag risk early, and how to run pipeline reviews that improve forecast accuracy.
Jonathan MartinsApril 30, 2026
Marketing Data Quality: Building a Clean, Trustworthy Data Foundation
How B2B marketing and RevOps teams build data quality programs that clean CRM records, enforce governance standards, and create a trustworthy data foundation for attribution and reporting.
Jonathan MartinsApril 28, 2026
Customer Insights: Turning Data Into GTM Decisions
Learn how B2B marketing and revenue teams build customer insights systems that turn behavioral, firmographic, and conversation data into go-to-market decisions that move pipeline.
Jonathan MartinsApril 23, 2026
Lead Routing and Ownership Rules That Prevent Revenue Leakage
How B2B revenue operations teams design lead routing rules, ownership policies, and follow-up SLAs that prevent inbound leads from slipping through the cracks.
Jonathan MartinsApril 23, 2026
ABM Measurement: Proving Account-Based Marketing Works
Learn how to measure your ABM program with the right metrics. Account engagement scoring, pipeline influence, and revenue attribution methods for proving ABM ROI to leadership.
Jonathan MartinsApril 22, 2026
Lead Nurturing That Converts MQLs Into Pipeline
Build a B2B lead nurturing system that reliably converts marketing-qualified leads into sales pipeline — covering sequencing, personalization, and handoff timing.
Jonathan MartinsApril 17, 2026
Intent Data for B2B: Finding In-Market Buyers Before Your Competitors
Learn how B2B intent data works and how to use it to identify in-market buyers before they reach out. First-party and third-party intent data strategies for demand generation and ABM programs.
Jonathan MartinsApril 16, 2026
Dark Social: Measuring the Demand You Can't See
Dark social is driving your pipeline — but traditional attribution can't see it. Learn how B2B marketing teams measure dark social demand through branded search, direct traffic, and self-reported attribution.
Jonathan MartinsApril 10, 2026
Sales-to-CS Handoff: Designing a Customer Success Handoff That Retains Revenue
How B2B organizations design a sales-to-customer-success handoff process that preserves customer context, sets realistic expectations, and creates the conditions for long-term retention and expansion.
Jonathan MartinsMarch 31, 2026
Pipeline Attribution: Assigning Revenue Credit Across Marketing and Sales Activities
How B2B revenue operations teams build pipeline attribution models that fairly credit both marketing and sales activities for their contribution to pipeline creation and deal closure.
Jonathan MartinsMarch 28, 2026
Competitive Intelligence: Staying Ahead of the Market
Build a competitive intelligence program that keeps your B2B team ahead of competitors. Learn how to monitor, analyze, and act on market signals that affect your positioning and win rates.
Jonathan MartinsMarch 26, 2026
Marketing Channel Strategy: Choosing Channels Based on ICP and Buying Behavior
How B2B marketing teams select the right channel mix by mapping ICP characteristics and buying behaviors to the channels most likely to reach and convert their ideal buyers.
Jonathan MartinsMarch 25, 2026
Landing Page Tracking: Attributing Form Fills to Revenue
How B2B marketers can connect landing page conversions to pipeline and revenue with proper tracking infrastructure, UTM discipline, and closed-loop CRM reporting.
Jonathan MartinsMarch 19, 2026
SEO ROI: Measuring the Business Impact of Organic Search Investment
A practical framework for measuring SEO ROI in B2B — connecting organic search investment to traffic, leads, pipeline, and closed revenue to justify SEO programs and make smarter investment decisions.
Jonathan MartinsFebruary 28, 2026
Paid Search Efficiency: Maximizing Pipeline per Ad Dollar in B2B
How B2B marketing teams optimize paid search campaigns to maximize pipeline and revenue per dollar spent — covering keyword strategy, audience targeting, bidding, and offline conversion integration.
Jonathan MartinsFebruary 27, 2026
Digital Customer Experience and Demand: How CX Drives Pipeline
Understand how digital customer experience shapes demand generation outcomes — and how B2B marketing teams can systematically improve web, email, and self-serve experiences to accelerate pipeline.
Jonathan MartinsFebruary 25, 2026
Marketing Channel Performance: Building a Cross-Channel Reporting Framework
How B2B marketing teams build a unified cross-channel reporting framework that measures each channel's contribution to pipeline and revenue, enabling smarter budget allocation.
Jonathan MartinsFebruary 24, 2026
Conversion Funnel Analysis: Where Deals Drop Off and How to Fix It
A step-by-step guide to B2B conversion funnel analysis — identifying drop-off stages, diagnosing root causes, and running experiments to improve stage conversion rates.
Jonathan MartinsFebruary 18, 2026
Field Marketing: Measuring Event-Driven Pipeline
A practical guide to measuring field marketing ROI — connecting events, conferences, and regional programs to pipeline and revenue with the attribution infrastructure and metrics that matter.
Jonathan MartinsFebruary 16, 2026
Self-Reported Attribution: Using Survey Data to Fill Attribution Gaps
How B2B marketing teams use "how did you hear about us?" survey data to capture dark social, word-of-mouth, and other untrackable attribution signals that digital analytics miss.
Jonathan MartinsFebruary 14, 2026
Product-Led Growth Motion: Measuring Self-Serve Pipeline
Learn how B2B teams measure self-serve pipeline in a product-led growth motion — from activation metrics to expansion revenue attribution.
Jonathan MartinsFebruary 12, 2026
Lifecycle Marketing: Defining and Moving Stages
Build a B2B lifecycle marketing system that reliably moves contacts from subscriber to customer — with clear stage definitions, transition criteria, and the programs that advance buyers at each stage.
Jonathan MartinsFebruary 3, 2026
Revenue Marketing: Building a Marketing Function Focused on Revenue
How B2B marketing leaders transform their functions from brand and lead generation into a revenue marketing organization accountable for pipeline creation, deal acceleration, and measurable revenue contribution.
Jonathan MartinsJanuary 31, 2026
Offline Conversion Tracking: Connecting Field Sales Activity to Digital Campaigns
How B2B marketing teams close the attribution loop between digital campaigns and offline sales activity — phone calls, events, and field sales touchpoints — using CRM integration and enhanced conversion tracking.
Jonathan MartinsJanuary 30, 2026
AI Search Visibility: Showing Up in AI-Generated Answers
Learn how to get your brand cited in AI-generated answers across ChatGPT, Perplexity, Google AI Overviews, and other LLM-powered search surfaces — with practical content and technical strategies.
Jonathan MartinsJanuary 24, 2026
Channel Attribution: Measuring Cross-Channel Influence on Pipeline
Learn how to implement channel attribution models that accurately measure each marketing channel's contribution to pipeline and revenue in B2B organizations.
Jonathan MartinsJanuary 22, 2026