B2B


Most business-to-business (B2B) marketers do some sort of content marketing, but they often do not measure the payoff of their content efforts.

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.

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

Podcast ads are a rising format for B2Bs, and some are finding success by using podcasts as a driver of direct buyers.

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.

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.

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.

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.

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.

In this Meet the Analyst webinar, eMarketer senior analyst Jillian Ryan discusses how to deepen the business relationship and partnership with customers that companies already have. She'll provide an overview of how B2Bs should calculate customer value, and what teams need for a successful customer growth strategy.

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.

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.

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.

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.

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.

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.