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.

This report will give an overview of account-based marketing (ABM) and dig deep into the fundamentals of building a mature, revenue-driving ABM practice.

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.

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.

“Our average deal size is in the six figures, so it’s easier to justify a higher cost per lead on LinkedIn,” said Heidi Vandermeer, manager of account-based marketing at Security Compass, a Toronto-based cybersecurity vendor. “We can see who’s interacting with our ad, whether they’re liking it or filling out a form.

There's a lot of potential for programmatic advertising in account-based marketing, but a foundation must be put in place first.

eMarketer was pleased to moderate a Tech-Talk Webinar presentation featuring Dave Rigotti, head of ABM at Marketo. He dove into the current best practices and practical tips for success, no matter where you are on your account-based marketing journey.

This includes segmentation, personalization and account-based marketing (ABM) approaches. At the start of the pandemic, we published a report on account-based strategies about how B2Bs can build the fundamentals of a mature and robust ABM practice.