B2B software marketing takes a turn with consolidation of review sites
G2 announced it has acquired Gartner’s Digital Markets review properties — Capterra, Software Advice, and GetApp — consolidating three of the most-used B2B review and comparison sites under a single marketplace and creating a dominant review titan for software buyers and sellers.
The move raises immediate strategic questions for marketers: MarTech warns that intent-data signals and downstream pipeline attribution tied to multiple review sites may become less reliable unless vendors audit their presence, diversify signal sources, and lock down first-party measurement.
G2 frames the buy as building a unified, verified-data foundation to power buyer workflows and future AI products. But the deal also concentrates influence over buyer discovery and could reshape pricing, placement, and how review-driven referrals are measured.
Martal Group Releases 2026 Demand Generation Resource Hub for B2B Growth Leaders
Martal Group has launched a curated set of guides designed to help B2B companies modernize how they create, measure, and scale pipeline demand amid longer buying cycles, tighter budgets, and AI-driven sales execution.
The hub stresses a shift from chasing lead volume to building always-on demand systems focused on buyer intent and pipeline contribution, and covers practical topics like the metrics that matter, when outsourced demand generation makes strategic sense, and how demand generation differs from traditional lead generation.
Martal’s CEO frames the work as revenue-wide — winning teams will align sales and marketing, sustain market presence, and measure success by pipeline impact — while the resource collection includes playbooks and links for agencies, metrics, and implementation.
LinkedIn Shares Key Trends in B2B Marketing
LinkedIn’s latest B2B trends emphasize that buyers crave human connection and trusted voices, with thought leadership (something 75% of decision-makers prefer) seen as a more reliable way to assess a company than product sheets.
Creators are becoming the new word of mouth, with nearly 6 in 10 buyers discovering brands through creator content and many visiting vendor sites after engaging. Meanwhile, employee advocacy remains a powerful amplifier (employees’ combined networks are roughly 12x the size of a company’s following).
LinkedIn also flags video and events as growing discovery drivers and recommends brands lean into personal, practitioner-led perspectives (and platform tools like Thought Leader Ads) to build credibility and guide buyers through the funnel.
