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.

eMarketer principal analyst Jillian Ryan analyzes the impact of the coronavirus pandemic on event strategy for B2Bs. She discusses the edge that tech-savvy companies like Google and Adobe have over other sectors looking to pivot to virtual events, and even internal meetings. Watch now.

As Adobe’s longest-reigning CMO, Ann Lewnes has led the software giant’s marketing efforts for more than a decade. She has seen data be used to quantify the impact of marketing and witnessed how marketing has changed from being operational to strategic. For Adobe, the push to revamp a marketing organization to leverage digital didn’t happen overnight.

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.

At a life stage that entails lots of buying, millennials are combining digital and in-store shopping in ways that work best for them.

The 2019 holiday season posted modest retail sales growth amid a strong consumer economy but challenging calendar. With more economic risks ahead, the 2020 season may be even more challenged for growth.

Programmatic advertising will account for 83.5% of all US digital display ad dollars, or $57.30 billion, this year. Growth in social, connected TV and over-the-top (OTT) advertising will drive programmatic display to almost $80 billion by 2021.

If Amazon is poised to gain share in the first half of the final week before Christmas, click-and-collect orders will tip the scales in the direction of big-box merchants during the second half of that week.

Positive US macroeconomic conditions will contribute to the first-ever $1 trillion holiday season, but retailers facing a series of headwinds should pay attention to seven key trends that will determine their ultimate success.

Informed by over 60 interviews with CMOs, this report covers how the top marketing position has evolved in recent years, what that means for marketing teams and other departments, and analyzes what skills are needed to succeed in the role now and in the future.

Adopting new technology is the norm among Generation X, and unlike digital natives, this adoption hasn’t crowded out old media. But before marketers can tap into Xers’ widespread accessibility, they should understand their unique device and media usage, social platform preferences and privacy concerns.

This follow-up to our Amazon Prime Day 2019 preview report analyzes the post-event results for Amazon and other retailers, and its implications for back-to-school season and beyond.

Utilizing marketplaces is one way for a seller to expand reach. But for some manufacturers and distributors, that increased reach is not worth the competitive threats that they may face on a marketplace.

To explore new online sales channels, B2B sellers are looking to marketplaces like Amazon, Alibaba and others. This report will cover how and why B2B sellers use marketplaces and how these platforms are transforming B2B ecommerce.

US advertisers are spending about a third of their nonsocial programmatic display ad dollars on fees this year—aka the “ad tech tax.” Read on to learn more about our inaugural estimates of spending on programmatic fees.

Digital audio content—and advertising—is gaining momentum.. How are marketers approaching streaming audio, podcast and smart speaker advertising? Read on.

Marketers still cannot identify and track users across ever channel, platform and device—which means they also cannot truly measure and manage the frequency of marketing messages. This report explores this ongoing issue in greater detail.

Both perceived customer demand as well as internal demands for accountability and measurability are driving personalization efforts. This report explores how marketers are using data to optimize omnichannel experiences for consumers, and what consumers think of these personalization efforts.

To deliver an effective customer experience, marketers must first identify their customers and audiences. This report focuses on how marketers identify audience segments and target groups today.

Despite marketers’ efforts with advanced programmatic and data targeting for video ads, consumers still find that they are more likely to be served a relevant ad on linear TV.