B2B


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.

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.

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.

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.

But just 41.2% of B2B marketers surveyed by InsightSquared and Heinz Marketing said they are satisfied with the analytics and reporting they receive from their automation vendors.

Business-to-business ecommerce sales will have explosive growth in coming years and will soon rise beyond the business-to-consumer market, according to industry forecasts.

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.

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.

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.

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.

In 2018, nearly nine in 10 business-to-business (B2B) companies in the US will use digital content marketing, eMarketer estimates. As adoption reaches the saturation threshold, continued growth will require more refined and mature programs.