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.

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.

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).

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.

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).

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.

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.

Driven by data and a closed-loop marketing philosophy, Jonathan takes pride in delivering demand programs that are buyer centered, innovative, and impactful. Prior to Adobe, Jonathan held roles in brand management, high-growth start-ups, and education technology. Moderator. Marissa Coslov is vice president of business development at eMarketer.