The martech world is no longer just about software. Salesforce, Adobe, Zoom, HubSpot and others are playing a very different game – sponsorships, celebrity endorsements, and prime-time TV campaigns.

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This is the dawn of B2B Brand Warfare. And where the giants lead, the rest of the sector will follow.

📘 Our Latest Research: Targeting CMOs in Global Martech Giants

Honch’s latest sector research profiles 200+ global martech companies, including:

• Every senior global marketing decision-maker
• Current sponsorship activity and brand partnerships
• Insights into ATL strategy and brand positioning

Whether you’re a sports property chasing new sponsors, or an agency pitching bold ideas, we connect you directly to the people shaping the future of B2B brand strategy.

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📊 Why B2B Brands Are Fighting for Visibility

Two big forces are driving this shift:

• Self-educated buyers: 80% of B2B buyers shortlist vendors before speaking to sales. Brands need to be trusted before the funnel starts.
• Rising CAC: Digital ads are crowded and expensive. Building long-term equity through sponsorships and ATL is now more effective.

And as AI becomes the backbone of martech, the need to humanise technology is only growing. Winning brands build trust, relatability, and emotional connection.

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🏟️ Sponsorships: Proof of Scale, Proof of Trust

Martech sponsorships are everywhere – and growing fast:

• Salesforce × McLaren F1: CRM in action on the track
• Adobe × NFL: Creativity tools powering fan engagement
• Intuit & Mailchimp × NFL: Official sponsors of finance & email marketing
• Zoom × MLB & F1: Communications tech embedded into live sport
• Zoho × West Ham United: Premier League operations + grassroots digital skills
• Zendesk × Club Brugge & Royal Antwerp: CX innovation via its partner network

For buyers, these partnerships are signals of trust, credibility, and global relevance.

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📺 ATL Campaigns: Making AI Human

Martech ATL campaigns are shifting away from features and jargon, toward storytelling that connects emotionally:

• Salesforce – “Agentforce”: Matthew McConaughey & Woody Harrelson make AI feel accessible
• Adobe – “Creativity For All”: Selling empowerment and imagination, not specs
• Oracle – Sports Partnerships: Linking the brand to precision and elite performance
• Zendesk – “AI Effect”: Framing AI as a collaborator that makes service more human
• Zoho – “#ThatFirstMoment”: Relatable milestones for SMEs

The common thread? AI made human. In brand warfare, the winners won’t just show capability – they’ll show empathy.

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⚔️ B2B Battle Grounds: Where Honch Fits

This isn’t just about martech. Across industries, B2B giants are using sponsorships and ATL to fight for attention and trust.

At Honch, we’re profiling these B2B Battle Grounds – recently covering:

• Global Insurance Companies
• Data Hosting Giants
• FX Companies
• Trading Platforms
• And now: 200+ global Martech players

With our latest sector research, you know who the decision-makers are, what campaigns they’re running, and where the next sponsorship budgets are moving.

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💡 Final Thought

B2B brand warfare is here. Martech companies are no longer quiet back-office players – they’re on the pitch, in stadiums, and across airwaves.

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The brands that win will humanise their AI, invest in visibility, and show up where culture happens. And with Honch, you can win alongside them.