eMarketer principal analyst at Insider Intelligence Jillian Ryan discusses what she's paying attention to in 2021 and why: shifting B2B buyer preferences, what to consider when employees return to the office, and what's next for account-based marketing.

LinkedIn is a fixture for professionals in Canada, as it is in other markets. B2B brands have taken notice and have doubled down with organic and paid promotion to engage a Canadian audience on the platform.

For knowledge workers, the coronavirus pandemic brought an abrupt change to daily work life. As many companies shut down their corporate offices—some out of regard for employee safety and others due to government mandates—the norm of conducting business from an office ceased. Without an in-person option, teams were forced into a distributed work model and given little to no time to prepare.

This report will cover eight key pivots B2B companies made during the coronavirus pandemic and explore lessons learned and considerations moving forward.

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.

In fact, 55% of US B2B sales professionals polled by Vengreso in February 2019 said that they research the individual social media accounts of prospects before contacting them. Sellers can conduct searches on LinkedIn through their individual profiles for free, but there is a limit to how many messages they can send per month to contacts outside of the user’s network.

Though the B2B digital ad market represents a small slice of total US digital ad spending in 2020, it is thriving as the coronavirus pandemic continues to plague parts of the world and hinder the economy.

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.

Selling to influencers and decision-makers isn't easy when done remotely.

Business and marketing plans conceived earlier in the year seem to be no longer suitable in a COVID-19 world.

Six in 10 B2B sales and marketing professionals in North America and the UK use first-party data, according to November 2019 research from Dun & Bradstreet. However, 51% also rely on third-party data.