B2B


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.

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

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

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.

Liz Matthews, senior vice president of global brand and creative at Dell, shares insights on the state of B2B digital advertising.

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

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.

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.