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73 Results
Type:
Article
Topic: B2B
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    Publication Date: 7/8/2016
    Topics: B2B Marketing; Marketing Technology
    Geographies: United States
    Industries: Marketing Management Trends
    Context: 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.
    Publication Date: 7/6/2016
    Topics: Lead Generation; B2B Marketing; Content Marketing
    Geographies: United States
    Context: 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.
    Publication Date: 6/22/2016
    Topics: B2B Marketing; Marketing Technology
    Geographies: United States
    Context: 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.
    Publication Date: 6/17/2016
    Topics: B2B Marketing; Marketing Technology
    Geographies: Japan
    Context: 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.
    Publication Date: 6/15/2016
    Topics: B2B Sales; B2B Marketing
    Geographies: United States
    Context: 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.
    Publication Date: 6/15/2016
    Topics: B2B Marketing; Marketing Technology
    Geographies: United States
    Context: 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.
    Publication Date: 6/2/2016
    Topics: B2B Marketing; Marketing Technology
    Geographies: United States
    Context: 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.
    Publication Date: 5/25/2016
    Topics: B2B Marketing; Marketing Technology
    Geographies: Worldwide
    Context: 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.
    Publication Date: 4/28/2016
    Topics: Customer Experience; B2B Marketing; Marketing Technology
    Geographies: United States
    Context: 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.
    Publication Date: 4/25/2016
    Topics: B2B Marketing; Big Data; Artificial Intelligence (AI)
    Geographies: United States
    Industries: Marketing Management Trends
    Context: 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.
    Publication Date: 4/13/2016
    Topics: B2B Mobile
    Geographies: United States
    Industries: Small Business (SMB)
    Context: 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.
    Publication Date: 4/13/2016
    Topics: Marketing Spending; Marketing Tactics; B2B Marketing
    Geographies: Australia
    Context: 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.
    Publication Date: 3/23/2016
    Topics: B2B Marketing
    Geographies: Western Europe
    Context: 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.
    Publication Date: 3/11/2016
    Topics: B2B Marketing; Marketing Technology
    Geographies: United States
    Industries: Marketing Management Trends
    Context: 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.
    Publication Date: 2/25/2016
    Topics: B2B Marketing; B2B Mobile
    Geographies: United States
    Context: 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.
    Publication Date: 2/1/2016
    Topics: B2B Sales
    Geographies: United States
    Context: 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.
    Publication Date: 1/26/2016
    Topics: B2B Marketing
    Geographies: North America
    Context: 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.
    Publication Date: 1/13/2016
    Topics: B2B Marketing; Content Marketing
    Geographies: United States
    Context: 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.
    Publication Date: 1/12/2016
    Topics: B2B Sales
    Geographies: United States
    Context: 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.
    Publication Date: 12/28/2015
    Topics: B2B Marketing
    Geographies: United States
    Context: Events are a good way for B2B marketers to engage and advance their relationships with customers. According to September 2015 research, conferences are the top event type that they host or attend.
    Publication Date: 12/21/2015
    Topics: B2B Marketing; B2B Mobile
    Geographies: Worldwide
    Context: The use of mobile technology continues to grow more pervasive in business, creating new challenges and opportunities for business-to-business (B2B) marketers. In 2016, reaching business audiences where they’re spending their time will mean an amplified focus on mobile across the path to purchase.
    Publication Date: 11/17/2015
    Topics: B2B Marketing; Content Marketing
    Geographies: United States
    Context: Many companies have adopted sponsored content as a marketing tactic, but when it comes to FTC guidelines, content creators are more conscious of the rules than B2B marketers.
    Publication Date: 10/29/2015
    Topics: B2B Marketing; Marketing Technology; Artificial Intelligence (AI)
    Geographies: United States
    Context: Digital marketing has long promised greater effectiveness and efficiency thanks to data, and a host of tools and techniques have been added to the marketing stack to that end. Predictive marketing—a method of extracting information from customer datasets to detect a pattern and, ultimately, predict future outcomes and trends—is quickly becoming important among business-to-business (B2B) marketers.