He leads the Marketing Desk which provides research and analysis for CMOs and Customer Experience professionals. In previous positions, he has served as a management consultant, chief strategy officer, analyst and research director, and corporate communications leader.

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.

One way that many B2Bs do this is through their CRM or marketing automation platform and by journey stages. This is similar to lead scoring, but it is done holistically at the account level, where all activity from the individual stakeholders within the account is tracked and tallied together.

Toni Schmelzle, senior marketing manager, team lead, US SMB acquisition at SAP Concur, talks with Rimma Kats, executive editor at eMarketer, about how the company shifted their strategy without the impact of bad data.

It’s now easier to reach a considerably wider audience thanks to virtual events. But to garner a strong ROI, event sponsors need to be proactive in generating leads and solid data.