Tech Marketing & Buyer Engagement Solutions

While the global LinkedIn CPC benchmark sits at $5.58, cost-per-click in B2B campaigns is heavily influenced by job function targeting. Lead generation performance on LinkedIn varies widely depending on offer strength, targeting quality, brand trust, and buying intent. Check out the Mailerlite's steps on how to improve your email success metrics and outshine the competition. The results reveal a clear trend that engagement is rising, and so is the focus on cleaner, healthier email lists.

The most effective B2B marketing teams have moved beyond grouping contacts by industry or company size and are now orchestrating behavior-based customer journeys that adapt in real time. Your content needs to surface where your audience is actually searching—and increasingly, that means being discoverable by AI-driven marketing automation systems and large language models. Let the smarketers’ team drive your pipeline with data-led campaigns and AI-powered growth strategies.

Analyze your entire website against multiple content and engagement signals to identify which pages need improvement for AI search. See immediately which buyer questions are going unanswered by your content, which competitors are filling that space, and how many sources are being cited in each answer. Most AI search visibility tools guess prompts from keywords and open-source data. That's the foundation every AI-powered GTM motion is going to need and our customers are telling G2 they already have it.” Software buying happens across multiple platforms, and revenue teams need visibility across them all to act on demand already in motion.

How to Plan Content Around AI Search Behaviors

• When you’re planning your keyword strategy, it’s important to think of user intent.
• If the leads you're getting seem stale or don't match your target audience, it's time to look elsewhere.
• In turn, this helps lead scoring by sales and marketing to prioritize leads with higher intent, resulting in better engagement.
• Third-party data is normally purchased by companies looking to supplement their first-party data, not in lieu of first-party data tracking.
• This intelligent retargeting approach ensures you’re not just reminding prospects about your brand – you’re advancing the conversation by addressing their specific interests and concerns.

In the old model, signals like links, keywords, and authority won blue-link visibility, and reputation grew from there over time. Across the full set of evaluation activities tracked in the report, AI search ranked as the strongest predictor of purchase intent for CRM buyers. HubSpot’s State of AEO 2026 found that 42% of CRM software buyers used AI search to evaluate vendors. A query like “what is the best software for video editing” no longer returns just a list of blue links to evaluate. Buyers who already know your name still type it and land on your site.

Performance Metrics and ROI Tracking

By identifying the prospects most likely to convert, buying intent data allows for more efficient allocation of sales and marketing resources. It helps sales teams identify which prospects are most ready to buy, so they can prioritize outreach effectively. These powerful tools will jumpstart your go-to-market strategy and help you make a lasting impression!

This latest benchmark study was conducted in partnership with research firm Ipsos, surveying 1,500 senior-level B2B marketers using a strategic blend of 70% expert network sample and 30% B2B panel providers. In fact, 42% of senior B2B marketers say their top business priority this year is increasing brand awareness and reputation among decision-makers. Whether you are evaluating campaign performance, comparing your click-through rates against industry peers, or reviewing conversions across channels, benchmarks provide the context that raw metrics can’t. Predictive intent data only delivers value when it’s actionable and contextualized.

Join our Agentforce Marketing champions as they explore the latest platform capabilities that help marketers work smarter, not harder, to drive measurable business results. Marketing is transforming once again, and this time it’s thanks to agentic AI. Ask questions, brief campaigns, surface performance insights, and collaborate with sales — all in Slack. Bring data, workflows, and AI agents into the conversational interface your team already uses.

Google Ads remains a high-intent channel for B2B marketers, delivering measurable results across search and Performance Max campaigns. SEO plays a key role in improving organic traffic, reducing cost per acquisition and supporting long-term pipeline growth. Key B2B marketing trends include the rise of AI-driven search, increased investment in account-based marketing (ABM), and the growing importance of first-party data.

A good backlink profile also improves your search engine rankings. You have to identify the keywords related to your products or services that potential customers will search for. SEO (Search engine optimization) improves your website visibility on search engines and helps your content reach potential customers.

Why Track AI-Driven Search Engines and How to Start

This proves you understand their needs and aren’t just following a script. This intelligent retargeting approach ensures you’re buyer intent marketing not just reminding prospects about your brand – you’re advancing the conversation by addressing their specific interests and concerns. The goal is to surround key accounts with relevant messaging across all channels while maintaining consistent themes that reflect their actual interests.