eMarketer principal analyst Jillian Ryan analyzes the impact of the coronavirus pandemic on event strategy for B2Bs. She discusses the edge that tech-savvy companies like Google and Adobe have over other sectors looking to pivot to virtual events, and even internal meetings. Watch now.
In-person events are a cornerstone touchpoint for many B2B companies, but as the coronavirus outbreak progresses globally, major business events have been cancelled or postponed. This will come at great cost to marketing budgets and can have a lasting impact on revenue and sales.
eMarketer principal analyst Jillian Ryan discusses one thing that summed up 2019 for her, as well as some of her predictions for 2020, focusing on B2B.
Increasing digital expectations from customers or partners is the top external business threat for 84% of respondents in Episerver’s digital experience survey of 700 decision-makers in enterprise B2B organizations.
Utilizing marketplaces is one way for a seller to expand reach. But for some manufacturers and distributors, that increased reach is not worth the competitive threats that they may face on a marketplace.
Twenty-year-old Chinese ecommerce giant The Alibaba Group is making moves to grow its US B2B business, allowing US-based small and medium-sized sellers to list goods on its B2B marketplace, Alibaba.com.
eMarketer is pleased to moderate a Tech-Talk Tuesday presentation featuring Gurdeep Dhillon, head of global demand generation at Marketo. He’ll provide a foundation of what B2B marketers should focus on and how to support those initiatives.
In this Meet the Analyst webinar, eMarketer principal analyst Jillian Ryan explores insight and best practices for B2B marketers and sellers to create and share content with their audience across the entire life cycle; from the top of the funnel, through purchase and even as part of the renewal stage.
The B2B purchase journey is more complex than ever. Buyers no longer limit themselves to vendor sales contacts, instead preferring to engage with B2B organizations across a variety of channels. Learn about these insights and more from eMarketer and Accenture Interactive.
There's a lot of potential for programmatic advertising in account-based marketing, but a foundation must be put in place first.
Historically, B2B marketers have focused on converting new customers. But the B2B marketing landscape is maturing, and these marketers are learning from their B2C peers that it's less expensive to keep an existing customer rather than bring in a new one. To do this, marketing teams must align with the sales and accounts teams and take a more holistic approach to the customer journey—together. It's happening in a variety of ways, from engaging in content marketing campaigns and playing in marketplaces like Alibaba and Amazon Business, to leveraging data more effectively and championing the cross-functional CMO.
We estimate that slightly more than half of marketers (50.3%) will use LinkedIn for marketing and advertising purposes by 2021. This year, 49.6% of companies with 100+ employees will use the professional social media platform.
The transformation of technology and systems has given rise to a whole new host of responsibilities for B2B Tech CMOs, but most will tell you that the future of the role is focused on providing a holistic customer experience to ensure growth and loyalty.
As CMO of one of the largest software companies in the world, SAP’s Alicia Tillman believes that quality of experience is at the center of today’s economy. Even in the B2B sector, Tillman focuses her efforts on telling a consumer-centric story, not only marketing to the stakeholders in charge of purchasing technology, but also the employees who use it. She finds that her marketing team does this best when data is successfully interpreted and used to shape a narrative that resonates with consumers of technology within the business.
When a B2B company is starting to build or assess its current marketplace strategy, understanding the different marketplace options is a first step. For our “B2B Marketplaces 2019” report, we analyzed the top three B2B marketplaces in the US—Amazon Business, Alibaba and Thomas—along with an overview of what makes their platforms work for both buyers and sellers.
eMarketer was pleased to moderate a Tech-Talk Webinar presentation featuring Medallia's Andrea Everett, head of research, and Rachel Terlau, senior manager of professional services, revealing insights from new research.
Most business-to-business (B2B) marketers do some sort of content marketing, but they often do not measure the payoff of their content efforts.
Today’s B2B buyers are taking closer control of their own purchase journeys, conducting extensive research into potential vendors before engaging. But execution first demands deft use of trustworthy data. Learn about these insights and more from eMarketer and Accenture Interactive.
In this Meet the Analyst webinar, eMarketer senior analyst Jillian Ryan discusses how to deepen the business relationship and partnership with customers that companies already have. She'll provide an overview of how B2Bs should calculate customer value, and what teams need for a successful customer growth strategy.
B2Bs aren't traditionally big spenders on digital ads, but industry experts and our forecasts indicate that 2019 will be a year of growth.