B2B


eMarketer principal analyst Jillian Ryan analyzes the impact of the coronavirus pandemic on event strategy for B2Bs. She discusses the edge that tech-savvy companies like Google and Adobe have over other sectors looking to pivot to virtual events, and even internal meetings. Watch now.

How Marketers Can Adapt to Event Cancellations Brought on by Coronavirus

In-person events are a cornerstone touchpoint for many B2B companies, but as the coronavirus outbreak progresses globally, major business events have been cancelled or postponed. This will come at great cost to marketing budgets and can have a lasting impact on revenue and sales.

What eMarketer Analysts Expect in 2020 with Jillian Ryan: B2B Looks Different

eMarketer principal analyst Jillian Ryan discusses one thing that summed up 2019 for her, as well as some of her predictions for 2020, focusing on B2B.

As CMO of one of the largest software companies in the world, SAP’s Alicia Tillman believes that quality of experience is at the center of today’s economy. Even in the B2B sector, Tillman focuses her efforts on telling a consumer-centric story, not only marketing to the stakeholders in charge of purchasing technology, but also the employees who use it. She finds that her marketing team does this best when data is successfully interpreted and used to shape a narrative that resonates with consumers of technology within the business.

When a B2B company is starting to build or assess its current marketplace strategy, understanding the different marketplace options is a first step. For our “B2B Marketplaces 2019” report, we analyzed the top three B2B marketplaces in the US—Amazon Business, Alibaba and Thomas—along with an overview of what makes their platforms work for both buyers and sellers.

How Are B2B Marketers Measuring Their Content-Driven Campaigns?

Most business-to-business (B2B) marketers do some sort of content marketing, but they often do not measure the payoff of their content efforts.

In this Meet the Analyst webinar, eMarketer senior analyst Jillian Ryan discusses how to deepen the business relationship and partnership with customers that companies already have. She'll provide an overview of how B2Bs should calculate customer value, and what teams need for a successful customer growth strategy.

B2Bs Aren’t Spending Big on Digital Advertising (Yet)

B2Bs aren't traditionally big spenders on digital ads, but industry experts and our forecasts indicate that 2019 will be a year of growth.

Podcast ads are a rising format for B2Bs, and some are finding success by using podcasts as a driver of direct buyers.

Which Customers Are Your Most Valuable?

Companies should have a rubric in place to evaluate and essentially score or rank their current customer set. Such a framework allows marketers and all customer-facing teams to align on how to best serve and grow each individual account in a profitable manner.

Historically, B2B marketers have focused on converting new customers. But the B2B marketing landscape is maturing, and these marketers are learning from their B2C peers that it's less expensive to keep an existing customer rather than bring in a new one. To do this, marketing teams must align with the sales and accounts teams and take a more holistic approach to the customer journey—together. It's happening in a variety of ways, from engaging in content marketing campaigns and playing in marketplaces like Alibaba and Amazon Business, to leveraging data more effectively and championing the cross-functional CMO.

By 2021, More than Half of Companies Will Use LinkedIn for Marketing

We estimate that slightly more than half of marketers (50.3%) will use LinkedIn for marketing and advertising purposes by 2021. This year, 49.6% of companies with 100+ employees will use the professional social media platform.

The transformation of technology and systems has given rise to a whole new host of responsibilities for B2B Tech CMOs, but most will tell you that the future of the role is focused on providing a holistic customer experience to ensure growth and loyalty.

Utilizing marketplaces is one way for a seller to expand reach. But for some manufacturers and distributors, that increased reach is not worth the competitive threats that they may face on a marketplace.

Alibaba Is Banking on US SMBs to Go Head-to-Head with Amazon

Twenty-year-old Chinese ecommerce giant The Alibaba Group is making moves to grow its US B2B business, allowing US-based small and medium-sized sellers to list goods on its B2B marketplace, Alibaba.com.

In this Meet the Analyst webinar, eMarketer principal analyst Jillian Ryan explores insight and best practices for B2B marketers and sellers to create and share content with their audience across the entire life cycle; from the top of the funnel, through purchase and even as part of the renewal stage.

B2Bs Leverage Programmatic to Target Specific Accounts

There's a lot of potential for programmatic advertising in account-based marketing, but a foundation must be put in place first.

Podcast | How B2Bs Spend Their Digital Ad Dollars

In the latest episode of "Behind the Numbers," eMarketer's Jillian Ryan and Oscar Orozco break down estimates for B2B digital ad spending, and some of the market's key drivers.

Who Is Using Digital Content Marketing in the US?

Most US firms use digital content marketing. But adoption is slightly higher among business-to-business (B2B) companies, where content marketing is crucial for driving leads and awareness.

The Importance of Aligning Loyalty and Acquisition

Kevin Williams, SVP of customer success at marketing automation platform Act-On, discusses why B2Bs need to be thinking about their loyalty strategy at every touch point in the customer life cycle.