Virtual event organizers can even capture sentiment data and qualitative information, such as what interactions an attendee had and what was discussed, which can inform intent. It is key to connect all of this data back to other marketing technology systems.

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.

The people we interview for our reports are asked because their expertise helps to clarify, illustrate or elaborate upon the data and assertions in a report. If you would like to be considered for an interview for one of our reports, please fill out this form. Read Next. Sources. Alibaba.com. Aventri. B2B International. B2B Marketing Zone. Dun & Bradstreet. Interactive Advertising Bureau (IAB).

data (data that tells a B2B company what kind of technology an account has bought and how much money it has spent on that technology).

With a wealth of first-party professional audience data, LinkedIn is sitting on a valuable asset. This report explains how marketers and advertisers can best use LinkedIn’s tools to reach and engage users on the social network.

Half of marketers surveyed by The Relevancy Group worked with a customer data platform vendor in mid-2018. One trend for 2019: The adoption of customer data platforms will continue, along with the focus on customer data.

Data and technology are major hurdles for B2B advertisers seeking more advanced targeting efforts. Those with a more robust tech stack are embracing four tactics: account- and people-based targeting, programmatic and personalized content sequencing. These four trends, though far from mainstream, are the future of the US B2B digital ad market. Read Next. Sources. ABM Leadership Alliance. B2B Marketing.

The transformation of technology and systems has given rise to a whole new host of responsibilities for B2B Tech CMOs, but most will tell you that the future of the role is focused on providing a holistic customer experience to ensure growth and loyalty.

Hint: It's all in the data

In a survey of 250 US B2B sales and marketing professionals, about four in 10 respondents said they are novices or beginners when it comes to integrating data into their CRM systems.

As CMO of one of the largest software companies in the world, SAP’s Alicia Tillman believes that quality of experience is at the center of today’s economy. Even in the B2B sector, Tillman focuses her efforts on telling a consumer-centric story, not only marketing to the stakeholders in charge of purchasing technology, but also the employees who use it. She finds that her marketing team does this best when data is successfully interpreted and used to shape a narrative that resonates with consumers of technology within the business.

Historically, B2B marketers have focused on converting new customers. But the B2B marketing landscape is maturing, and these marketers are learning from their B2C peers that it's less expensive to keep an existing customer rather than bring in a new one. To do this, marketing teams must align with the sales and accounts teams and take a more holistic approach to the customer journey—together. It's happening in a variety of ways, from engaging in content marketing campaigns and playing in marketplaces like Alibaba and Amazon Business, to leveraging data more effectively and championing the cross-functional CMO.

Today’s B2B buyers are taking closer control of their own purchase journeys, conducting extensive research into potential vendors before engaging. But execution first demands deft use of trustworthy data. Learn about these insights and more from eMarketer and Accenture Interactive.