B2B


Kristen Wendel, marketing operations director at LeanKit, discusses how the company tackles account-based marketing.

Matt Heinz, president and founder of Heinz Marketing, explains how B2Bs should approach account-based marketing, and why it makes a difference for buyers.

Chris Rothstein, CEO of sales enablement technology Groove, talks about the missing pieces in the marketing technology stack for B2Bs.

There’s a lot that B2B sales professionals want in a sales enablement solution, ranging from offline access to automatically recommended content.

Marketo’s senior director of enterprise marketing, Charm Bianchini, explains how access to more data from events helps the company fine-tune its strategy and achieve a five times return on their investment.

Kurt Miller, senior vice president of strategy and planning at George P. Johnson, talks about the types of technology that are prompting B2B events to evolve into data goldmines.

Demandbase spends roughly 15% of its annual marketing budget on one event. CMO Peter Isaacson explains why it gets such a large investment.

Mobile continues to be a challenge for B2B marketers. eMarketer analysts Jillian Ryan and Cathy Boyle discuss the ways that B2B buyers have shifted their behaviors around mobile, and the disconnect that exists between buyers' expectations and the customer experience.

New data from Leadspace suggests that US B2B marketers are more likely to find CRM tools more valuable than social media marketing tools or web analytics.

Rishi Dave, CMO of Dun & Bradstreet, spoke with eMarketer about how his team approaches data analytics, personalization and account-based marketing to lead prospects down the sales cycle.

Jim Sampson, account director at gyro, discusses how the marketing agency effectively executes account-based marketing.

Masha Finkelstein, director of demand generation at BetterWorks, discusses why her team transitioned to account-based marketing and never looked back.

Face-to-face events remain an extremely valuable marketing touchpoint used by B2B marketers to reach buyers and move them down the funnel. As digital marketing tactics become more measureable and data-driven by means of marketing technology, in-person events must follow suit to justify the spend for competing dollars.

Uberflip's vice president of marketing, Shannon Dougall, explains how multitouch attribution paints a clear picture of how leads from its events move through the purchase funnel.

Mike Stiles, Adobe's senior corporate events manager, explains what it takes to put on a digitally driven business-to-business (B2B) event.

Alon Alroy, co-founder and chief of marketing at Bizzabo, outlines the key components of an event technology stack.

Staples Business Advantage’s Mark Pickett tells eMarketer how Staples is building a more complete customer view that benefits both their B2C and B2B divisions.

Buyers use their mobile devices as an extension of their desktop, and they expect the journey across all devices to be seamless. Today, B2B companies are hoping to meet this evolution in device behavior by reframing their mobile strategy in a variety of ways.Topics in this webinar include: How B2B buyers have shifted their behaviors around mobile; What disconnect exists today between buyers’ expectations and the customer experience; Why mobile should no longer be treated as a single channel; More key trends to consider for the year like app development, mobile commerce and sales enablement.

With more data about their target audience and a maturing marketing technology stack in place, it’s more possible than ever before for B2B companies to deliver custom communications for both an individual buyer and specific accounts. But executing these strategies is rarely simple.

For Dell, personalization across touchpoints in a one-to-one capacity is a critical marketing goal. Todd Forsythe, Dell’s senior vice president of digital marketing, said this goal is intertwined with the multinational computer technology company’s larger digital transformation strategy.