B2B


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.

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

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.

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.

In the latest episode of eMarketer's "Behind the Numbers" podcast, senior analyst Jillian Ryan breaks down the state of B2B content marketing: How widespread is the use of content marketing amongst B2B companies, and where will they focus their efforts this year?

Ivo Totev, CMO of SAP’s ERP solution, S/4HANA, discusses the challenges of delivering omnichannel digital advertising while still optimizing every channel.

eMarketer estimates that US business-to-business (B2B) advertisers will spend $4.07 billion on digital advertising in 2017. The B2B digital ad market is growing steadily, and in 2018 it will jump 13% to reach $4.60 billion.

B2B marketers deal with a more complex path to purchase. New research shows that offering potential clients content downloads can help to drive conversions.

Evyenia Wilkins, vice president of account-based marketing at Traackr, explains why her company moved forward with ABM before investing in marketing technology.

Chris Rothstein, CEO of sales enablement technology Groove, talks about the missing pieces in the marketing technology stack for B2Bs.

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

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.

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.

David Jonker, vice president of thought leadership marketing at SAP, discusses his team’s use of technology to deliver a bespoke content experience.

B2B marketers will continue to rely on data and deep background research to better understand and engage their prospects and customers.

According to a survey of business-to-business (B2B) marketers, owned media wins the highest share of marketing spending.

While conventional channels like TV and display ads have many advantages for B2B advertisers, emerging channels and targeting tactics are becoming just as essential to their marketing mix, according to Dell's Liz Matthews.

B2B marketers have long valued events to generate new sales leads. But they are investing in digital to augment traditional channels.

Determining just how many B2B organizations are implementing an account-based marketing (ABM) strategy is difficult. In fact, data points on adoption are all over the map, especially since many of the surveys about the topic are commissioned by ABM vendors.

Face-to-face events remain an extremely valuable marketing touchpoint used by B2B marketers to reach buyers and move them down the funnel. As digital marketing tactics become more measureable and data-driven by means of marketing technology, in-person events must follow suit to justify the spend for competing dollars.