Well-produced and -managed marketing content sets up awareness, creates demand <i>and</i> enables sales. According to September research, more than half of business-to-business (B2B) decision-makers said their sales enablement strategy can be improved upon by serving hyperrelevant content at the right time—and by making it easier to find.

Integrating data systems and technologies properly is critical for B2B marketers to respond to their audience in a quick and relevant way. According to March 2016 research, most report at least intermediate competence across a long list of tools and technologies, with analytics at the front of the pack.

Proving the value of a business-to-business (B2B) marketer’s role to business leaders can be challenging. According to research, most US B2B practitioners feel distinguishing the brand from competition and driving sales is the best way to get noticed by senior management.

Changing expectations from business-to-business (B2B) buyers are driving B2B companies to develop and grow their ecommerce portals. Although the industry is expanding year over year, it is still in the early days of development.

Hubert JP Jolly, global head of channel and enterprise services for Citi's Treasury and Trade Solutions business, speaks to eMarketer about how Citi is making the B2B user experience easier and more mobile-friendly.

UPS marketing execs Brian Littlefield and Louis DeJianne discuss the ways business-to-business (B2B) ecommerce differs from business-to-consumer (B2C).

Prentis Wilson, vice president of Amazon Business, spoke with eMarketer about how the retail giant’s business-to-business unit is addressing B2B buyers’ expectations.

Mike Wodtke, director of ecommerce and technology at furniture company Blu Dot, describes how launching a business-to-business (B2B) website helped his customers.

Zachary Abbell, director of ecommerce at office supply brand Poppin, talks about the opportunity that business-to-business (B2B) buyers represent.

Matt Preschern, executive vice president and CMO of global technology outsourcing firm HCL Technologies, talks about his company's marketing transformation to stay competitive in an increasingly digital world.

Research suggests B2B marketers use lead generation programs not only to help increase their volume of potential leads, but also to help better segment and target prospects. Many also emphasize the importance of getting quality leads over quantity.

More B2B marketers are reporting a noticeable increase in company sales thanks to their use of marketing analytics. Many B2B executives note such tools offer significant benefits when it comes areas like allocating marketing spend and optimizing across different channels.

Zachary Abbell, director of ecommerce at office supply brand Poppin, talks about building a successful B2B ecommerce platform.

Though social selling tools can deliver many benefits to business-to-business (B2B) professionals, such as shorter sell cycles and improved lead conversion rates, many are not sure of the benefits these tools actually provide, July 2016 research revealed.

Karen Gandhi, director of operations at Boxed Wholesale, a bulk shopping service, discusses why and how the company evolved its business strategy to meet the needs of business-to-business (B2B) buyers.

Kara Howard, vice president of global merchandising at business card provider Vistaprint, talks about the company’s intuitive self-service portal for its business-to-business (B2B) customers.

Bonnie Crater, president and CEO of Full Circle Insights, discusses how B2B companies are increasingly using more complex attribution models.

Marketers are increasing their investment in sales enablement, and compared to 2015, nearly a third of US B2B marketing and sales professionals said their budgets increased at double-digit rates.

More B2B marketers recognize the benefits of content marketing, using the discipline to help them drive new customer leads and increase engagement. However, many also find that the most effective content material like research reports and video can be difficult to create.

About six in 10 business-to-business (B2B) marketers in Japan agree that marketing automation is beneficial, according to January 2016 research. The biggest reason to use such technologies is to help visualize the results of sales and marketing promotions.