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.

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.

About six in 10 business-to-business (B2B) marketers in Japan agree that marketing automation is beneficial, according to January 2016 research. The biggest reason to use such technologies is to help visualize the results of sales and marketing promotions.

Under constant pressure to close deals and drive revenue, business-to-business (B2B) companies are turning to sales enablement strategies to improve the sales processes that move buyers through the path to purchase. B2B marketers focused on customer acquisition must work congruently with sales teams to turn prospects into customers.

Business-to-business (B2B) marketers worldwide who have account-based marketing in place are looking for ways to scale their programs and extend their efficiency. According to research, more than three-quarters are developing resources to further continued usability and best practice sharing.

A typical business-to-business (B2B) brand now has a staggering amount of data in its arsenal, and the marketing department’s goal is to use that data to deliver more effective results than ever before. Enter predictive marketing, which uses machine learning to deliver more accurate insights across the funnel to encourage sales from existing and new customers.

The use of mobile phones is growing, and more than half of US small businesses have taken note and optimized their sites accordingly. Some 40%, however, have not.

Since eMarketer last spoke with Rishi Dave, CMO of Dun & Bradstreet, the business information services company had honed its utilization of marketing technology to help achieve its business goals. eMarketer checked in with Dave to discuss what is in store for 2016, and how Dun & Bradstreet maximizes its return on investment (ROI) from marketing technology.

Email marketing has been a dependable channel for many companies. And according to June 2015 research, it continues to be a top tactic used by business-to-business (B2B) companies to promote ecommerce activities.

The amount of content B2B marketers are creating is expected to drastically increase in 2016. With this amplified emphasis on content marketing, these marketers have evolved in their approach and strategies—they are looking at the long game and realizing that although waiting 18 to 24 months for results is not ideal, it is the new reality.

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.

Sales enablement technology can aid sales teams with customer interactions spanning the entire buyer journey and also provide support for internal communication. Allana Hinks, marketing manager for Brauer Natural Medicine, spoke with eMarketer about the value of sales enablement technology for the company.

The evolving business-to-business (B2B) buyer journey is creating a number of challenges for marketers. The journeys are more complex and are becoming increasingly nonlinear, which makes maintaining the pipeline more difficult than it has been in the past. Len Shneyder, vice president of industry relations at SparkPost, spoke with eMarketer about the role that sales enablement technology plays in aligning and tracking content, as well as keeping the pipeline full.

Research suggests a growing number of B2B marketers rely on marketing technology tools to attract and retain customers. More than half of executive respondents in a study confirmed they already invest, or planned to invest, in tools like CRM, marketing automation and content management systems in 2016.

Customer centricity, a philosophy built around identifying and targeting a company’s most profitable customers to drive growth, is gaining a growing following in the B2B sector. According to research, many of the philosophy’s adherents are turning to marketing automation and CRM tools to help build out their capabilities in the discipline.

B2B marketers in Australia are getting increasingly sophisticated in their approach to digital marketing, turning to tactics like marketing automation and social media to help generate leads.

While building market share continued to be one of the biggest challenges of 2015 for B2B marketers in the US and Western Europe, other business obstacles have become increasingly tricky compared to the year prior. Customer retention and increasing brand awareness are other hurdles they faced.

B2B marketers have made advancements in mobile in the past three years, per research. In 2016, 79% of B2B marketers said they had a mobile-friendly site, an increase compared to the 57% of respondents who had one in 2014.

The business-to-business (B2B) world has widely adopted lifecycle marketing, according to 2015 research. But some stages are being neglected, and many firms still have not gotten on board.

B2B companies may be eliminating some of the need for a sales force by offering different types of functionalities—from tiered pricing to cross-sells and upsells—to customers on their website. Newsletter sign-ups are the top features, according to 2015 research.