eMarketer principal analyst at Insider Intelligence Jillian Ryan discusses what she's paying attention to in 2021 and why: shifting B2B buyer preferences, what to consider when employees return to the office, and what's next for account-based marketing.
A prime example comes from a fiber-optic provider that works with account-based marketing (ABM) solution provider Madison Logic. A little more than halfway through the 18-month sales cycle, the company noticed a stall in their deal pipeline.
Programmatic advertising is unlocking new opportunities for account-based marketing (ABM), and according to industry experts, interest and investments are ramping up. Research from Dun & Bradstreet found that 63% of B2B marketers worldwide are already buying or selling programmatically, and 41% expect to spend even more in 2019.