B2B


Rapid-fire event cancellation notices and invites to (poorly produced) virtual events littered the inboxes of B2B audiences at the start of the pandemic. Luckily, there are plenty of learnings for organizers and sponsors to implement as the landscape continues to transform.

Toni Schmelzle, senior marketing manager, team lead, US SMB acquisition at SAP Concur, talks with Rimma Kats, executive editor at eMarketer, about how the company shifted their strategy without the impact of bad data.

Roughly 69.0% of US companies with over 100 employees will use communication and collaboration tools this year, according to our estimates. That’s an increase of 15 percentage points from 2019, when 54.0% of such companies utilized these tools.

LinkedIn is the modern professional’s digital Rolodex. Since launching in 2003, it has afforded its users professional network continuity in an era of fluid career movement. In fact, it’s LinkedIn that has helped facilitate greater career mobility from company to company, and even industry to industry.

Roughly seven in 10 (71.2%) US ad and marketing executives think it’s at least somewhat unlikely that in-person business events, including conferences and large industry shows, will take place by the end of 2020.

Selling to influencers and decision-makers isn't easy when done remotely.

Just as consumers are adjusting to life during the pandemic, B2Bs are figuring out how to stay in business, operate and recover. Just as consumers are adjusting to life during the pandemic, B2Bs are figuring out how to stay in business, operate and recover.

Just as consumers have shifted the way they shop and what they buy during the COVID-19 pandemic, business buyers are also altering how they spend their dollars. We already noted just how much media buying will change because of the coronavirus outbreak, but there are several other categories of spend that B2B buyers will alter as the virus and the economic fallout progresses worldwide.

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.

eMarketer principal analyst at Insider Intelligence Jillian Ryan discusses what she's paying attention to in 2021 and why: shifting B2B buyer preferences, what to consider when employees return to the office, and what's next for account-based marketing.

For knowledge workers, the coronavirus pandemic brought an abrupt change to daily work life. As many companies shut down their corporate offices—some out of regard for employee safety and others due to government mandates—the norm of conducting business from an office ceased. Without an in-person option, teams were forced into a distributed work model and given little to no time to prepare.

Amid disinformation campaigns over the coronavirus pandemic and the upcoming presidential election, most US buy-side decision-makers are concerned about their ads potentially running up against controversial content on social media.

B2B digital ad spending is bucking the general trend this year and actually accelerating its growth. Jillian Ryan, eMarketer principal analyst at Insider Intelligence, joins fellow principal analyst Nicole Perrin to discuss why that is, and what the future holds for in-person events.

Though the B2B digital ad market represents a small slice of total US digital ad spending in 2020, it is thriving as the coronavirus pandemic continues to plague parts of the world and hinder the economy.

Business and marketing plans conceived earlier in the year seem to be no longer suitable in a COVID-19 world.

The COVID-19 crisis has changed the way that B2Bs engage their prospects. In this episode, eMarketer principal analyst Jillian Ryan is joined by two guests, Sydney Sloan, CMO of sales engagement platform Salesloft, and Andie Cohn, vice president of corporate sales at Insider Intelligence. Their conversation will feature insights on how B2B sellers should pivot their strategies without in-person events, how to update messaging and outreach cadence, as well as tips for bringing empathy to the sales process.

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.