Marketing in Canada: Drilling Down on B2B Digital Tactics - eMarketer
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eMarketer Interview

Marketing in Canada: Drilling Down on B2B Digital Tactics

Preview from eMarketer PRO

An interview with

Justin Adler

Director, Product and Marketing, SourceKnowledge

Topics: B2BRetail & Ecommerce

Interview summary

Businesses in Canada have shifted their business-to-business (B2B) outreach to lean more on digital technology, according to SourceKnowledge, a data-driven performance analysis firm based in Canada. eMarketer’s Sean Creamer spoke with Justin Adler, director of product and marketing at SourceKnowledge, about how practitioners have invested heavily in video advertising with the aim of reaching business clients.


eMarketer: What strategies are Canadian B2B brands using to market?

Justin Adler: The way Canadian businesses are advertising and doing acquisition has changed over the last several years. A lot of what’s happening is in the retail space, because of omnichannel marketing. Those strategies are integrated with digital marketing, utilizing tools like SEO [search engine optimization], SEM [search engine marketing], display, video and blending social with back-end marketing plans.

Related charts in eMarketer PRO:

Leading B2B Content Topics in Canada, Ranked by Click Share, 2016 (% of total clicks on SqueezeCMM's platform) CHART PRO

Top 3 Benefits of Using a Mobile Sales App According to Sales Professionals in Select Countries, Aug 2016 (% of respondents) CHART PRO

Top 3 Reasons that Sales Professionals in Select Countries Use Mobile Apps, Aug 2016 (% of respondents) CHART PRO

Leading Countries for Cross-Border Sales Share According to US B2B Sellers, Dec 2015 (% of respondents) CHART PRO

Share of B2B Content/Features Accessed via B2B Websites in Canada, 2016 (% of total clicks tracked by motum b2b) CHART PRO