B2B


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.

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 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.

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.

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.

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.

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

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 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.

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

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.

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.

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