How can B2B buyers calibrate their ad spending and budget allocations against the market, and how can media companies and solution providers assess whether their ad revenues are in line with industry trends?

B2B martech spending will continue to grow—largely due to the pandemic. Martech will remain a key investment for B2B marketers, as they rely on it to engage with audiences and drive revenues.

According to our July 2021 forecast, 2023 will be a pivotal year for the US B2B digital ad market: Display will overtake search, mobile will surpass nonmobile, and the split between digital and traditional will near a tipping point just beyond our forecast period.

A B2B company’s brand does a lot of heavy lifting. It is the embodiment of who the company is, what it stands for, and how it will serve its customers, employees, and (in a more grandiose fashion) its industry and society.

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.

Virtual events became mainstream because of the pandemic. But for long-term success, event organizers and sponsors need a new virtual event playbook with best practices across the event life cycle. Read this report for the checklist.

US B2B digital ad spending in 2020 will grow 22.6% year over year amid the coronavirus pandemic. This report breaks down the market factors and B2B-specific considerations that are driving this increase.

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.

Join Nipul Chokshi, vice president of marketing at Lattice Engines, a Dun & Bradstreet company, and Steve Casey, principal analyst at Forrester, for this Tech-Talk webinar presentation on how account-based selling can accelerate demand.

eMarketer was pleased to moderate a Tech-Talk Webinar presentation featuring Dave Rigotti, head of ABM at Marketo. He dove into the current best practices and practical tips for success, no matter where you are on your account-based marketing journey.

This report will guide marketers through a customer journey mapping exercise and explore why and how different content can be implemented throughout the life cycle.

There's a lot of potential for programmatic advertising in account-based marketing, but a foundation must be put in place first.

B2Bs aren't traditionally big spenders on digital ads, but industry experts and our forecasts indicate that 2019 will be a year of growth.

This report features eMarketer’s December 2018 update to our B2B US digital ad spending forecast. It also explores the trends that are driving (and preventing) increased spend in 2019 and beyond.

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.

In some B2B businesses, only a small subset of the customer base actually drives the largest portion of their profitability. Bain & Company's Mark Kovac explains how B2Bs can realign their growth strategy to existing accounts with the most potential.