On today's episode, we discuss where B2B marketing is headed and what some of the biggest challenges will be along the way. We then talk about our brand new influencer marketing spending forecast, what to make of TikTok Stories, and Instagram testing ads within its Shops tab. Tune in to the discussion with eMarketer principal analyst Jillian Ryan and senior forecasting analyst at Insider Intelligence Eric Haggstrom.

eMarketer was pleased to moderate a Tech-Talk Webinar featuring Jonathan Woodward, head of demand generation and account-based marketing (ABM) at Adobe Digital Experience Cloud, Americas. He discussed why A/B testing is such a powerful strategy for email marketers, and shared testing ideas you’ll want to tell your team about.

Article: LinkedIn holds a third of all US B2B digital display ad revenue. Article: US B2B digital ad spend grows, becoming central part of B2B go-to-market strategy.

Looking ahead: US B2B display ad spending share will continue to soar as spending in this category will surpass $7 billion by 2023. A previous version of this article said display ad spending will surpass search ad spending by 2021. That figure has been corrected to say display ad spending will surpass search ad spending by 2023.

Join Drift’s Justin Keller, vice president, revenue generation, and Mark Kilens, vice president, content and community, for a deep dive into the predictions and best practices that revenue teams are building their strategies around in 2022. Attend this webinar and learn:. How buyer expectations are changing the face of martech, and what that means for B2B marketing and sales leaders.

This report will give an overview of account-based marketing (ABM) and dig deep into the fundamentals of building a mature, revenue-driving ABM practice.

Just as consumers have shifted the way they shop and what they buy during the COVID-19 pandemic, business buyers are also altering how they spend their dollars. We already noted just how much media buying will change because of the coronavirus outbreak, but there are several other categories of spend that B2B buyers will alter as the virus and the economic fallout progresses worldwide.

In-person events are a cornerstone touchpoint for many B2B companies, but as the coronavirus outbreak progresses globally, major business events have been cancelled or postponed. This will come at great cost to marketing budgets and can have a lasting impact on revenue and sales.