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.

LinkedIn is a fixture for professionals in Canada, as it is in other markets. B2B brands have taken notice and have doubled down with organic and paid promotion to engage a Canadian audience on the platform.

US B2B digital ad spending in 2020 will grow 22.6% year over year amid the coronavirus pandemic. This report breaks down the market factors and B2B-specific considerations that are driving this increase.

Rapid-fire event cancellation notices and invites to (poorly produced) virtual events littered the inboxes of B2B audiences at the start of the pandemic. Luckily, there are plenty of learnings for organizers and sponsors to implement as the landscape continues to transform.

This report will cover eight key pivots B2B companies made during the coronavirus pandemic and explore lessons learned and considerations moving forward.

The healthcare and pharma industry is one of the only US industries to significantly increase its digital ad spend this year.

LinkedIn is the modern professional’s digital Rolodex. Since launching in 2003, it has afforded its users professional network continuity in an era of fluid career movement. In fact, it’s LinkedIn that has helped facilitate greater career mobility from company to company, and even industry to industry.