B2B


Jason Widup, senior director of demand generation and marketing operations at Getty Images, explains how the business-to-business (B2B) company uses predictive capabilities to identify opportunities in its pool of current customers and beyond.

B2B marketers in Australia are getting increasingly sophisticated in their approach to digital marketing, turning to tactics like marketing automation and social media to help generate leads.

While building market share continued to be one of the biggest challenges of 2015 for B2B marketers in the US and Western Europe, other business obstacles have become increasingly tricky compared to the year prior. Customer retention and increasing brand awareness are other hurdles they faced.

B2B marketers have made advancements in mobile in the past three years, per research. In 2016, 79% of B2B marketers said they had a mobile-friendly site, an increase compared to the 57% of respondents who had one in 2014.

Email marketing has been a dependable channel for many companies. And according to June 2015 research, it continues to be a top tactic used by business-to-business (B2B) companies to promote ecommerce activities.

The amount of content B2B marketers are creating is expected to drastically increase in 2016. With this amplified emphasis on content marketing, these marketers have evolved in their approach and strategies—they are looking at the long game and realizing that although waiting 18 to 24 months for results is not ideal, it is the new reality.

Steve Chadwick, director of marketing communications at Verizon Enterprise Solutions, told eMarketer about the company’s content strategy and results.

Genpact (formerly GE Capital) dedicates half of its marketing budget to content marketing. Content leader Amrita Thapara explains why.

The use of mobile phones is growing, and more than half of US small businesses have taken note and optimized their sites accordingly. Some 40%, however, have not.

Matt Heinz, president of agency Heinz Marketing, spoke to eMarketer about why B2B marketers should use predictive technology.

eMarketer checks in with Dun & Bradstreet CMO Rishi Dave to see how the role of marketing technology evolved at the business information services company throughout 2015 and how it’s influencing priorities for 2016.

Leads are key to business-to-business (B2B) marketing, and B2B marketers are working to explore the most effective ways of using digital channels to get and nurture those leads.

The business-to-business (B2B) world has widely adopted lifecycle marketing, according to 2015 research. But some stages are being neglected, and many firms still have not gotten on board.

B2B companies may be eliminating some of the need for a sales force by offering different types of functionalities—from tiered pricing to cross-sells and upsells—to customers on their website. Newsletter sign-ups are the top features, according to 2015 research.

Moz, an inbound marketing tool provider, publishes at least one piece of content every day. CMO Annette Barnes Promes reveals why content is so essential to Moz's business-to-business (B2B) customer acquisition strategy and how the firm tracks and measures the success of its program.

ADP, an end-to-end human resources solutions provider, has shifted from its traditional direct sales model to a digital-first, content-centric marketing approach. Andy Hilton, vice president of communications, content and brand, describes those content initiatives.