Historically, B2B marketers have focused on converting new customers. But the B2B marketing landscape is maturing, and these marketers are learning from their B2C peers that it's less expensive to keep an existing customer rather than bring in a new one. To do this, marketing teams must align with the sales and accounts teams and take a more holistic approach to the customer journey—together. It's happening in a variety of ways, from engaging in content marketing campaigns and playing in marketplaces like Alibaba and Amazon Business, to leveraging data more effectively and championing the cross-functional CMO.

Payments Ecosystem: This year will reveal how providers must adapt to lasting pandemic-driven digitization across payments channels, ranging from in-store retail to B2B ecommerce.

Marketplace trends that will impact buyer needs and expectations. How B2B buying group behavior requires improved attribution models. The ways AI is bridging the gap from attracting and engaging leads to buying groups. PRESENTERS. Jozi Hall is a product marketing manager at Salesforce. As a bookseller turned salesperson turned marketer, she believes in the importance of storytelling.

Both firms have introduced B2B payment solutions—Mastercard Track and Visa B2B Connect, respectively—to account for this, while Mastercard has also added Bill Pay Exchange. Mastercard Track is a suite of B2B products and services that connects buyers and suppliers and facilitates card, ACH, and cross-border payments, as well as RTP.

Here’s how ad buyers ranked the retail media networks of 11 major retailers—Amazon, Best Buy, Costco Wholesale, eBay, The Home Depot, Instacart, Kroger, Macy’s, Target, Walmart, and Wayfair—according to the attributes they value most.

Digitization is disrupting the B2B payments space, the largest addressable payments market. As the industry evolves, there will be a substantial opportunity for payment providers to meet changing preferences and capture market share.

Before the pandemic, in-person events were a major touchpoint for B2B marketers looking to engage with buyers. Many event organizers postponed their events at first but quickly realized that virtual events were an avenue to continuity, rather than just a backup plan. How big is the virtual event market?

It ties together all the information needed to settle a transaction on both the supplier and buyer sides and can provide insights for easy reporting. What’s Shaping SMB Demand for AP/AR Automation? More Effective Automated AP/AR Solutions Are Driving Demand. Rise of Remote Work Amid a Shrinking Talent Pool.

Watch the eMarketer Tech-Talk Webinar featuring Melissa Royo, director, data science, ITX Corp., and John H. Johnson, PhD, CEO and co-founder, Edgeworth Economics and Edgeworth Analytics, as they shared how top performing B2Bs understand and harness data in different areas of their businesses to drive optimization, improve customer acquisition, retention, service, and more.

How to handle complex buyer journeys with more automation. PRESENTERS. Jill Steinhour is director of industry strategy at Adobe. Jill joined Adobe Systems in June 2011 as director of high-tech and B2B strategy.

But it should be noted that the respondent base in this survey was all marketers, not just those in B2B—which likely indicates that even though there are B2C strategies happening on LinkedIn, B2B executions are more typical.