B2B

The transformation of technology and systems has given rise to a whole new host of responsibilities for B2B Tech CMOs, but most will tell you that the future of the role is focused on providing a holistic customer experience to ensure growth and loyalty.

As CMO of one of the largest software companies in the world, SAP’s Alicia Tillman believes that quality of experience is at the center of today’s economy. Even in the B2B sector, Tillman focuses her efforts on telling a consumer-centric story, not only marketing to the stakeholders in charge of purchasing technology, but also the employees who use it. She finds that her marketing team does this best when data is successfully interpreted and used to shape a narrative that resonates with consumers of technology within the business.

Twenty-year-old Chinese ecommerce giant The Alibaba Group is making moves to grow its US B2B business, allowing US-based small and medium-sized sellers to list goods on its B2B marketplace, Alibaba.com.

In this Meet the Analyst webinar, eMarketer principal analyst Jillian Ryan explores insight and best practices for B2B marketers and sellers to create and share content with their audience across the entire life cycle; from the top of the funnel, through purchase and even as part of the renewal stage.

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

In the latest episode of "Behind the Numbers," eMarketer's Jillian Ryan and Oscar Orozco break down estimates for B2B digital ad spending, and some of the market's key drivers.

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.

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.

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.

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.