B2B


As businesses come to terms with tapping into artificial intelligence (AI) to improve operations, one key concern for B2B marketers is how it will be integrated effectively.

Nearly half of B2B marketers say they plan to invest a quarter or less of their ad spending budgets on programmatic ad buying. The spending plans point up a variety of concerns that B2Bs have when it comes to programmatic.

More than two-thirds of business-to-business (B2B) marketers worldwide devote dollars to social media advertising, according to September research. And among those who do, platforms like Facebook and LinkedIn appear to deliver the best ROI.

Well-produced and -managed marketing content sets up awareness, creates demand <i>and</i> enables sales. According to September research, more than half of business-to-business (B2B) decision-makers said their sales enablement strategy can be improved upon by serving hyperrelevant content at the right time—and by making it easier to find.

Hubert JP Jolly, global head of channel and enterprise services for Citi's Treasury and Trade Solutions business, speaks to eMarketer about how Citi is making the B2B user experience easier and more mobile-friendly.

Research suggests B2B marketers use lead generation programs not only to help increase their volume of potential leads, but also to help better segment and target prospects. Many also emphasize the importance of getting quality leads over quantity.

Proving the value of a business-to-business (B2B) marketer’s role to business leaders can be challenging. According to research, most US B2B practitioners feel distinguishing the brand from competition and driving sales is the best way to get noticed by senior management.

Though social selling tools can deliver many benefits to business-to-business (B2B) professionals, such as shorter sell cycles and improved lead conversion rates, many are not sure of the benefits these tools actually provide, July 2016 research revealed.

Marketers are increasing their investment in sales enablement, and compared to 2015, nearly a third of US B2B marketing and sales professionals said their budgets increased at double-digit rates.

Matt Preschern, HCL’s executive vice president and CMO, has spent close to two years transforming the company’s marketing organization to help it effectively compete under the market dynamics of an increasingly digital world. Preschern spoke with eMarketer about how he is changing HCL’s marketing team structure and its approach to hiring in support of his transformation efforts.

Business-to-business (B2B) firms that sell online are getting more sophisticated about their efforts, according to August research. They’re more than twice as likely to offer click-to-chat features as a year ago, and also significantly more likely to have a responsive website design.

Almost half of business-to-business (B2B) IT consultants use their customer relationship management (CRM) platforms daily, according to September 2016 research. And these same respondents feel they just can’t live without them.

B2B marketers are embracing the use of “buyer personas” to inform a variety of content marketing efforts. But how do organizations go about building a buyer persona, and who is responsible for leading the process?

Integrating data systems and technologies properly is critical for B2B marketers to respond to their audience in a quick and relevant way. According to March 2016 research, most report at least intermediate competence across a long list of tools and technologies, with analytics at the front of the pack.

Customized pricing and in-depth product details are among the key elements of business-to-business (B2B) ecommerce experiences, and B2B players are differentiating themselves in these areas. UPS’ Brian Littlefield, director of marketing for the industrial and automotive segment, and Louis DeJianne, director of consumer goods, apparel and retail, spoke with eMarketer about these unique challenges.

More B2B marketers are reporting a noticeable increase in company sales thanks to their use of marketing analytics. Many B2B executives note such tools offer significant benefits when it comes areas like allocating marketing spend and optimizing across different channels.

Changing expectations from business-to-business (B2B) buyers are driving B2B companies to develop and grow their ecommerce portals. Although the industry is expanding year over year, it is still in the early days of development.

Sales enablement technology ensures that sales teams have access to the specific content they need while maintaining a consistent brand message that keeps marketers happy. Peter Mollins, vice president of marketing at sales enablement vendor Knowledge Tree, spoke with eMarketer about why marketing content doesn’t always cut it, and how sales enablement tools can help.

Programmatic marketing and media buying company Rocket Fuel has a separate sales enablement group tasked with creating assets and training programs to drive more efficient selling. John Anagnost, senior director of sales strategy and enablement at Rocket Fuel, heads up that team. He spoke with eMarketer about how Rocket Fuel approaches sales enablement and the company’s sales-driven pivot to account-based marketing.

More B2B marketers recognize the benefits of content marketing, using the discipline to help them drive new customer leads and increase engagement. However, many also find that the most effective content material like research reports and video can be difficult to create.