B2B marketing platform and agency trends

In late July, analysts highlighted Braze as a real‑time, cross‑channel engagement platform for consumer‑focused firms, noting its strong live‑messaging capabilities but also its lack of native B2B lead scoring and CRM integration. To compensate, B2B teams often pair Braze with the SalesWings add‑on, which supplies lead and account scoring and routes qualified prospects to Salesforce. The same snapshot emphasized the role of integrated marketing agencies in delivering unified, outcome‑driven strategies that connect tactics to measurable pipeline generation.

A week later, Salesforce announced a July release of new B2B Commerce features—such as Boost & Bury rules, customizable facet ordering, and bulk cart import/export—aimed at streamlining purchases and increasing cart sizes. Alongside the product update, industry guidance advised firms to choose advertising agencies with deep channel expertise and robust measurement capabilities to improve campaign performance and reduce launch time. Together, the snapshots illustrate a broader trend of B2B marketers adopting or expanding platform functionalities while increasingly relying on specialized agencies to fill functional gaps and enhance advertising effectiveness.