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.
December 2020 findings from Google and Ipsos revealed that 69% of US B2B marketers have increased spending by 10% or more over the past year on digital media for account-based marketing (ABM) tactics. Digital media was the top investment area in this survey.
Virtual events became mainstream because of the pandemic. But for long-term success, event organizers and sponsors need a new virtual event playbook with best practices across the event life cycle. Read this report for the checklist.
While account-based marketing (ABM) enables B2B companies to reach targets that fit the ideal customer profile or have intent to buy, it doesn’t, by definition, let marketers reach the entire market or future buyers with a brand message.
B2Bs are adopting account-based marketing (ABM) ads at high rates to target very specific companies. Many relied on these types of targeted ads pre-pandemic, but the tactic is becoming increasingly popular due to a lack of in-person events.