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.

ABM has become a fixture in many B2B marketing plans, accounting for 16% of B2B marketing budgets worldwide, according to February 2020 polling from Salesforce. That’s almost as large a share as advertising and technology, and a larger share than each of the staple B2B budget items of content, people, and research.

B2B Marketing Zone. Content Marketing Institute. Demand Gen Report. Demandbase. Dun & Bradstreet. Salesforce. The Conference Board.

B2B Marketing Zone. Dun & Bradstreet. Interactive Advertising Bureau (IAB). LeadMD. LinkedIn. Marketing Week. McKinsey & Company.

Before the coronavirus pandemic, events were a major cornerstone of B2B marketing. According to event software provider Bizzabo, 85% of marketers worldwide surveyed in late 2019 believed in-person events would be a critical component of their company’s success in 2020.

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.

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.

In recent years, LinkedIn has released an increasing number of features that support B2B marketing efforts. Such features include letting marketers share content on a company page to create engagement and offering paid ads that help generate leads. Few would argue that LinkedIn is as feature-rich as other social media marketing platforms like Facebook and Twitter.