B2B


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.

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

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.

But just 41.2% of B2B marketers surveyed by InsightSquared and Heinz Marketing said they are satisfied with the analytics and reporting they receive from their automation vendors.

Doug Root, CEO of ALB Energy Solutions, discusses the tactics the company uses to maximize ecommerce sales.

Chris Hiller, general manager of Freund Container & Supply, discusses how its 40,000 active business-to-business (B2B) customers get a customized ecommerce experience.

Erin Stender, vice president of marketing at online giving platform Classy, explains how content helps move customers down the sales funnel.

David Jonker, vice president of thought leadership marketing at SAP, discusses his team’s use of technology to deliver a bespoke content experience.

B2B marketers will continue to rely on data and deep background research to better understand and engage their prospects and customers.

eMarketer estimates that US business-to-business (B2B) advertisers will spend $4.07 billion on digital advertising in 2017. The B2B digital ad market is growing steadily, and in 2018 it will jump 13% to reach $4.60 billion.

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

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.

Thomas Prommer, managing director of technology at Huge, explains why B2Bs can alienate their customers if they eliminate the human element of commerce.

Mike Brooks, CMO of Ferguson Enterprises, discusses how the company got its salespeople to embrace digital.

In 2018, nearly nine in 10 business-to-business (B2B) companies in the US will use digital content marketing, eMarketer estimates. As adoption reaches the saturation threshold, continued growth will require more refined and mature programs.

Amber Naslund, senior director of industry leadership at Hootsuite, discusses why content marketing should go beyond the marketing department.

In the latest episode of eMarketer's "Behind the Numbers" podcast, senior analyst Jillian Ryan breaks down the state of B2B content marketing: How widespread is the use of content marketing amongst B2B companies, and where will they focus their efforts this year?

According to a survey of business-to-business (B2B) marketers, owned media wins the highest share of marketing spending.

Ivo Totev, CMO of SAP’s ERP solution, S/4HANA, discusses the challenges of delivering omnichannel digital advertising while still optimizing every channel.