B2B


Who Is Using Digital Content Marketing in the US?

Most US firms use digital content marketing. But adoption is slightly higher among business-to-business (B2B) companies, where content marketing is crucial for driving leads and awareness.

How to Transform Loyal Customers into Brand Advocates

Jason Williams, community director for B2B software management system Ipswitch, discusses how he coordinates across internal teams to deploy a loyalty strategy that gets customers talking.

Should B2B Marketers Focus on Driving Account Growth?

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.

How B2Bs Can Build the Loyalty Program That's Right for Them

Rewards-based programs are not just for consumer-facing companies anymore. McKinsey & Company's Jennifer Stanley believes B2B organizations can greatly benefit from adopting these programs to retain customer loyalty.

Podcast Ads Aren't Commercials—They're Part of the Story

National Public Media's Gina Garrubbo and Bryan Moffet discuss why advertiser interest in NPR's podcasts keeps growing, and how it works with advertisers to create organic ads.

Why Marketers Struggle to Define Artificial Intelligence

What exactly is the difference between artificial intelligence and machine learning? If you’re unsure, don’t worry—you’re not alone.

What's Holding B2Bs Back from More Advanced Data Management

Jennifer Stanley, partner at McKinsey & Company, discusses why some B2B brands have trouble progressing their data management strategy to do more data-driven marketing.

How data-savvy are B2B marketers? In the latest episode of eMarketer’s “Behind the Numbers” podcast, analyst Jillian Ryan discusses the challenges many B2B marketers face in managing their marketing data. What are they doing well? Where do they need improvement? This podcast is sponsored by Mower.

Creating content and sharing it without a clear purpose isn’t enough for B2B brands to be successful. This webinar explores why a refined and documented strategy is a must in today's very crowded content landscape.

Which Customers Are Your Most Valuable?

Companies should have a rubric in place to evaluate and essentially score or rank their current customer set. Such a framework allows marketers and all customer-facing teams to align on how to best serve and grow each individual account in a profitable manner.

How One B2B Cultivates Loyalty in an Emerging Industry

Irvin Gray, head of marketing at wireless charging provider Chargifi, discusses how loyalty strategy plays out as the company works to acquire customers and grow its business in the early stages.

The Importance of Aligning Loyalty and Acquisition

Kevin Williams, SVP of customer success at marketing automation platform Act-On, discusses why B2Bs need to be thinking about their loyalty strategy at every touch point in the customer life cycle.

Why Many B2B Marketers Struggle With CRM Integrations

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.

How B2B Marketers Can Step Up Their Precision and Personalization

Ian Dahlman, vice president of search and analytics at gyro, explains why B2Bs must continuously test their assumptions about who their audiences are and what they want.

The Right Data Management Strategy Allows for Better B2B Campaign Execution

More advanced brands are using intent data and artificial intelligence to model customer lifetime value and implement targeted account-based programs.

Marketers’ Roundtable: Your Data-Driven Marketing Is Only as Strong as the Tech Stack That Supports It

Five B2B brand marketing leaders talk about how they pushed through barriers, implementing marketing technology solutions at their organizations that integrate disparate data sources and make audience data actionable for advanced and targeted marketing practices.

eMarketer analysts Jillian Ryan and Lauren Fisher explore the key types of data B2B marketers are identifying, how those firms source and collect their data, best practices for keeping data up to date and more.