B2B


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

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.

Mobile continues to be a challenge for B2B marketers. eMarketer analysts Jillian Ryan and Cathy Boyle discuss the ways that B2B buyers have shifted their behaviors around mobile, and the disconnect that exists between buyers' expectations and the customer experience.

New data from Leadspace suggests that US B2B marketers are more likely to find CRM tools more valuable than social media marketing tools or web analytics.

For Dell, personalization across touchpoints in a one-to-one capacity is a critical marketing goal. Todd Forsythe, Dell’s senior vice president of digital marketing, said this goal is intertwined with the multinational computer technology company’s larger digital transformation strategy.

The proliferation of robust marketing technologies available at reasonable prices has been instrumental in improving B2B marketing.

Crafting custom communications for both an individual buyer and specific accounts is a major pillar of personalization, but executing these strategies isn’t without its challenges. Topics in this webinar include: The critical difference between segmentation and personalization; How B2B marketers use their data to understand their buyers and craft the right message; The effectiveness of targeted marketing, versus a “spray and pray” approach; How B2B go-to’s like content, email and account-based marketing are influenced by personalization tactics.

In a new report, eMarketer lays out the state of B2B marketers’ use of social platforms and the gap between their goals and their expertise.

Experts in business-to-business marketing offer tips for B2Bs wary of engaging with social media.

New surveys of B2B marketers suggest original research is probably the most valuable form of content for content marketing.

There’s a lot that B2B sales professionals want in a sales enablement solution, ranging from offline access to automatically recommended content.

By now, every marketer has heard of marketing and advertising technology stacks, but the idea of an event tech stack is fairly new. As business-to-business (B2B) events and trade shows become increasingly digital productions, however, event technology is now required to help companies manage and measure them. Alon Alroy, co-founder and chief of marketing at event management platform Bizzabo talks about about the fundamental components of an event tech stack.

Buyers use their mobile devices as an extension of their desktop, and they expect the journey across all devices to be seamless. Today, B2B companies are hoping to meet this evolution in device behavior by reframing their mobile strategy in a variety of ways.Topics in this webinar include: How B2B buyers have shifted their behaviors around mobile; What disconnect exists today between buyers’ expectations and the customer experience; Why mobile should no longer be treated as a single channel; More key trends to consider for the year like app development, mobile commerce and sales enablement.

With more data about their target audience and a maturing marketing technology stack in place, it’s more possible than ever before for B2B companies to deliver custom communications for both an individual buyer and specific accounts. But executing these strategies is rarely simple.

DWA media's global CEO Bob Ray and media director Whitney Powell talk about how business-to-business (B2B) advertisers are making the most of programmatic advertising for digital and TV.

In the latest episode of eMarketer's "Behind the Numbers" podcast, analyst Jillian Ryan discusses the challenges of personalizing B2B marketing, and highlights some strategies to move beyond simplistic solutions.

Alyson Griffin, vice president of global marketing at Intel Corp., tells eMarketer how the technology company uses social media marketing to reinforce that it's much more than a chipmaker.

Jillian Ryan spoke with Malin Liden, vice president at SAP Experience, about how the company approaches social selling, why training is so important and how its top sellers have a quota achievement of over 160%.

A significant share of B2B agencies in the UK are feeling less confident about their future growth since the UK voted to leave the EU. B2B publishers could feel the pinch.

More B2B marketers say they are investing in social media marketing to drive brand awareness and generate leads. But many of those same marketers also say that social media's return on investment has been lower than expected.