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72 Results
Type:
Article
Topic: B2B
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    Publication Date: 5/2/2018
    Topics: Marketing Technology; B2B Marketing
    Geographies: United States
    Context: 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.
    Publication Date: 2/6/2018
    Topics: B2B Marketing; Content Marketing
    Geographies: United States
    Context: 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.
    Publication Date: 1/29/2018
    Topics: B2B Marketing
    Geographies: United States
    Context: 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?
    Publication Date: 12/29/2017
    Topics: B2B Marketing
    Geographies: United States
    Context: B2B marketers will continue to rely on data and deep background research to better understand and engage their prospects and customers.
    Publication Date: 12/15/2017
    Topics: Digital Advertising; Targeting; B2B Marketing
    Geographies: United States
    Context: Ivo Totev, CMO of SAP’s ERP solution, S/4HANA, discusses the challenges of delivering omnichannel digital advertising while still optimizing every channel.
    Publication Date: 12/14/2017
    Topics: B2B Marketing
    Geographies: United States
    Context: According to a survey of business-to-business (B2B) marketers, owned media wins the highest share of marketing spending.
    Publication Date: 12/13/2017
    Topics: B2B Marketing
    Geographies: United States
    Context: 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.
    Publication Date: 12/8/2017
    Topics: Digital Advertising; Targeting; Digital Ad Spending; B2B Marketing
    Geographies: Worldwide
    Context: 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.
    Publication Date: 11/22/2017
    Topics: B2B Marketing
    Geographies: United States
    Context: B2B marketers deal with a more complex path to purchase. New research shows that offering potential clients content downloads can help to drive conversions.
    Publication Date: 11/15/2017
    Topics: B2B Marketing
    Geographies: United States
    Context: B2B marketers have long valued events to generate new sales leads. But they are investing in digital to augment traditional channels.
    Publication Date: 10/25/2017
    Topics: B2B Sales; Lead Generation; B2B Marketing; Marketing Technology
    Geographies: United States
    Context: Evyenia Wilkins, vice president of account-based marketing at Traackr, explains why her company moved forward with ABM before investing in marketing technology.
    Publication Date: 10/19/2017
    Topics: B2B Marketing
    Geographies: United States
    Context: 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.
    Publication Date: 9/27/2017
    Topics: B2B Marketing; Marketing Technology
    Geographies: United States
    Context: Chris Rothstein, CEO of sales enablement technology Groove, talks about the missing pieces in the marketing technology stack for B2Bs.
    Publication Date: 7/17/2017
    Topics: B2B Marketing
    Geographies: United States
    Context: 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.
    Publication Date: 7/12/2017
    Topics: B2B Sales; Marketing Technology
    Geographies: United States
    Context: There’s a lot that B2B sales professionals want in a sales enablement solution, ranging from offline access to automatically recommended content.
    Publication Date: 7/5/2017
    Topics: B2B Marketing; Content Marketing; Marketing Technology
    Geographies: United States
    Context: 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.
    Publication Date: 6/16/2017
    Topics: B2B Mobile
    Geographies: United States
    Context: 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.
    Publication Date: 5/24/2017
    Topics: B2B Marketing; Marketing Technology
    Geographies: United States
    Context: 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.
    Publication Date: 5/10/2017
    Topics: B2B Marketing; Big Data; Marketing Technology
    Geographies: United States
    Context: 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.
    Publication Date: 4/26/2017
    Topics: B2B Marketing; Big Data; Marketing Technology; Personalization
    Geographies: United States
    Context: 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.
    Publication Date: 4/12/2017
    Topics: B2B Marketing; Marketing Technology
    Geographies: United States
    Context: The proliferation of robust marketing technologies available at reasonable prices has been instrumental in improving B2B marketing.
    Publication Date: 4/12/2017
    Topics: Marketing Tactics; B2B Marketing; Programmatic Advertising; TV Advertising
    Geographies: United States
    Context: 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.
    Publication Date: 4/11/2017
    Topics: B2B Marketing; Personalization
    Geographies: United States
    Context: 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.
    Publication Date: 3/27/2017
    Topics: B2B Marketing; B2B Social Media
    Geographies: Worldwide
    Context: 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.
    Publication Date: 2/23/2017
    Topics: B2B Social Media
    Geographies: United States
    Context: 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.
    Publication Date: 2/21/2017
    Topics: B2B Sales; B2B Social Media
    Geographies: Worldwide
    Context: 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%.
    Publication Date: 2/6/2017
    Topics: Social Media Marketing; B2B Social Media
    Geographies: United States
    Context: Experts in business-to-business marketing offer tips for B2Bs wary of engaging with social media.
    Publication Date: 1/30/2017
    Topics: B2B Marketing
    Geographies: United Kingdom
    Context: 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.
    Publication Date: 1/23/2017
    Topics: B2B Marketing; Content Marketing
    Geographies: United States
    Context: New surveys of B2B marketers suggest original research is probably the most valuable form of content for content marketing.
    Publication Date: 1/19/2017
    Topics: B2B Social Media
    Geographies: United States
    Context: 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.
    Publication Date: 1/12/2017
    Topics: B2B Mobile
    Geographies: United States
    Context: As mobile use continues to rise, mobile devices are no longer a secondary consideration for buyers or their work.
    Publication Date: 1/4/2017
    Topics: B2B Sales; Big Data
    Geographies: United States; Western Europe
    Context: B2B marketers in Western Europe and the US expect big data to have a big impact, but they don't necessarily see their companies as being able to harness it.
    Publication Date: 12/29/2016
    Topics: B2B Marketing
    Geographies: United States
    Context: For B2Bs, account-based marketing (ABM) was the buzzword of 2016 and the trend is expected to continue into next year. Here are five ABM myths for B2Bs to forget in 2017.
    Publication Date: 12/20/2016
    Topics: B2B Marketing; Artificial Intelligence (AI)
    Geographies: United States
    Context: 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.
    Publication Date: 11/24/2016
    Topics: B2B Marketing; Programmatic Ad Spending
    Geographies: United States
    Context: 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.
    Publication Date: 11/21/2016
    Topics: B2B Sales
    Geographies: United States
    Context: 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.
    Publication Date: 11/14/2016
    Topics: B2B Sales; Marketing Technology
    Geographies: United States
    Context: 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.
    Publication Date: 11/8/2016
    Topics: B2B Social Media
    Geographies: Worldwide
    Context: 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.
    Publication Date: 11/7/2016
    Topics: B2B Marketing; Content Marketing
    Geographies: United States
    Context: 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?
    Publication Date: 10/10/2016
    Topics: B2B Sales; B2B Marketing; Content Marketing
    Geographies: United States
    Context: Well-produced and -managed marketing content sets up awareness, creates demand and 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.
    Publication Date: 10/5/2016
    Topics: B2B Marketing; Marketing Technology
    Geographies: Worldwide
    Context: 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.
    Publication Date: 9/7/2016
    Topics: B2B Sales; B2B Mobile
    Geographies: United States
    Industries: Financial Services
    Context: 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.
    Publication Date: 8/31/2016
    Topics: B2B Sales; Consumer Behavior
    Geographies: United States
    Context: 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.
    Publication Date: 8/30/2016
    Topics: Lead Generation; B2B Marketing
    Geographies: Worldwide
    Context: 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.
    Publication Date: 8/22/2016
    Topics: B2B Sales; Big Data
    Geographies: United States
    Context: 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.
    Publication Date: 8/17/2016
    Topics: B2B Marketing
    Geographies: United States
    Context: 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.
    Publication Date: 8/8/2016
    Topics: B2B Sales
    Geographies: United States
    Context: 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.
    Publication Date: 8/3/2016
    Topics: B2B Social Media; Marketing Technology
    Geographies: Worldwide
    Context: 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.
    Publication Date: 7/27/2016
    Topics: Marketing Tactics; B2B Marketing
    Geographies: United States
    Context: 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.
    Publication Date: 7/13/2016
    Topics: B2B Sales; Marketing Spending; B2B Marketing
    Geographies: United States
    Context: 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.