B2B


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

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.

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.

The proliferation of robust marketing technologies available at reasonable prices has been instrumental in improving B2B marketing.

DWA media's global CEO Bob Ray and media director Whitney Powell talk about how business-to-business (B2B) advertisers are making the most of programmatic advertising for digital and TV.

Justin Adler, director of product and marketing at SourceKnowledge, talks about how business-to-business (B2B) marketing in Canada has evolved through digital tech.

Alyson Griffin, vice president of global marketing at Intel Corp., tells eMarketer how the technology company uses social media marketing to reinforce that it's much more than a chipmaker.

At Xerox, social selling is part of a larger sales enablement program designed to increase sales productivity, resulting in larger contracts and faster closing.

Layla Revis, vice president and head of global social media at Oracle, discusses how the business technology company sets goals and measures success for its social media campaigns.

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.

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.

In the latest episode of eMarketer's "Behind the Numbers" podcast, analyst Jillian Ryan discusses the challenges of personalizing B2B marketing, and highlights some strategies to move beyond simplistic solutions.

Crafting custom communications for both an individual buyer and specific accounts is a major pillar of personalization, but executing these strategies isn’t without its challenges. Topics in this webinar include: The critical difference between segmentation and personalization; How B2B marketers use their data to understand their buyers and craft the right message; The effectiveness of targeted marketing, versus a “spray and pray” approach; How B2B go-to’s like content, email and account-based marketing are influenced by personalization tactics.

In a new report, eMarketer lays out the state of B2B marketers’ use of social platforms and the gap between their goals and their expertise.

Malin Liden, vice president at SAP Experience, explains how the company approaches social selling, why training is so important and how its top sellers have a quota achievement of over 160%.

Amber Long, a vice president at B2B agency gyro, discusses how some B2B companies are still grappling with the frenzied rush to social media.

Kim Babcock, director of customer engagement at social selling software provider TrapIt, tells eMarketer why B2B companies often take the wrong approach to social media marketing.