B2B


Podcast | How B2Bs Spend Their Digital Ad Dollars

In the latest episode of "Behind the Numbers," eMarketer's Jillian Ryan and Oscar Orozco break down estimates for B2B digital ad spending, and some of the market's key drivers.

Who Is Using Digital Content Marketing in the US?

Most US firms use digital content marketing. But adoption is slightly higher among business-to-business (B2B) companies, where content marketing is crucial for driving leads and awareness.

How One B2B Cultivates Loyalty in an Emerging Industry

Irvin Gray, head of marketing at wireless charging provider Chargifi, discusses how loyalty strategy plays out as the company works to acquire customers and grow its business in the early stages.

Why Marketers Struggle to Define Artificial Intelligence

What exactly is the difference between artificial intelligence and machine learning? If you’re unsure, don’t worry—you’re not alone.

How data-savvy are B2B marketers? In the latest episode of eMarketer’s “Behind the Numbers” podcast, analyst Jillian Ryan discusses the challenges many B2B marketers face in managing their marketing data. What are they doing well? Where do they need improvement? This podcast is sponsored by Mower.

Creating content and sharing it without a clear purpose isn’t enough for B2B brands to be successful. This webinar explores why a refined and documented strategy is a must in today's very crowded content landscape.

Podcast ads are a rising format for B2Bs, and some are finding success by using podcasts as a driver of direct buyers.

Which Customers Are Your Most Valuable?

Companies should have a rubric in place to evaluate and essentially score or rank their current customer set. Such a framework allows marketers and all customer-facing teams to align on how to best serve and grow each individual account in a profitable manner.

Why Many B2B Marketers Struggle With CRM Integrations

In a survey of 250 US B2B sales and marketing professionals, about four in 10 respondents said they are novices or beginners when it comes to integrating data into their CRM systems.

The Right Data Management Strategy Allows for Better B2B Campaign Execution

More advanced brands are using intent data and artificial intelligence to model customer lifetime value and implement targeted account-based programs.

eMarketer analysts Jillian Ryan and Lauren Fisher explore the key types of data B2B marketers are identifying, how those firms source and collect their data, best practices for keeping data up to date and more.