B2B


B2B marketers deal with a more complex path to purchase. New research shows that offering potential clients content downloads can help to drive conversions.

B2B marketers have long valued events to generate new sales leads. But they are investing in digital to augment traditional channels.

Localytics’ vice president of demand generation, Lisa Skinner, explains why the jury is still out on whether or not account-based marketing results in increased revenue.

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

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.

Determining just how many B2B organizations are implementing an account-based marketing (ABM) strategy is difficult. In fact, data points on adoption are all over the map, especially since many of the surveys about the topic are commissioned by ABM vendors.

Evyenia Wilkins, vice president of account-based marketing at Traackr, explains why her company moved forward with ABM before investing in marketing technology.

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

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

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.