eMarketer was pleased to moderate a Tech-Talk Webinar featuring Jonathan Woodward, head of new business, demand generation at Adobe Experience Cloud, Americas. He discussed how marketers can capitalize on ecommerce’s unprecedented growth by improving the customer experience.

eMarketer was pleased to moderate a Tech-Talk Webinar featuring Salesforce's product marketing manager, Jozi Hall, and Forrester’s vice president, principal analyst, Kerry Cunningham. They shared how demand generation leaders are adopting new practices and AI-powered technology to engage and enable the buying committee.

Yet, 80% of US B2B marketing and sales professionals said it was challenging to integrate the company brand identity across channels, per February 2021 data from market research firm Provoke Insights. Respondents cited significant challenges that made this so arduous.

Provoke Insights found that 41%of B2B marketing and sales professionals look to an outside marketing agency for logo design assistance, and 31% seek external input on mission statements as well as messaging. More like this:. Audio: Brand Mentality™ and the future-forward marketing revolution. Report: B2B Brand Strategy. Article: How Chipotle Mexican Grill leverages memes on social media.

As B2B marketing becomes more targeted and data-driven, one might assume that a strong brand strategy isn’t necessary since performance strategies can drive pipeline and close deals. But that is a fallacy. Branding is as essential now as it has been since the advent of marketing. It is the foundation on which all good performance marketing is built.