B2B

It’s our second episode of Brand Anatomy, where we get exclusive looks inside leading brands! Today, eMarketer Briefing director Jeremy Goldman sits down with Panasonic's Brian Rowley, vice president of marketing, to discuss how the company—a longtime leader in consumer electronics—leveraged podcasting to reposition itself as a B2B and enterprise powerhouse.

Partnering with Billie lets Klarna’s European merchants offer B2B financing—helping it move early into a growing segment instead of vying for consumers.

Business-to-business (B2B) thought leadership is still impactful, but marketers have plenty of opportunities: Tone and targeting are just two of many opportunities for marketers who employ this type of content.

Amazon Business, which has grown rapidly since its launch in 2015, will increase its US product sales by 43.5% year over year to reach $27.59 billion in 2021.

B2B tech products and services, the largest sector of B2B advertising, saw a massive boost in the US as the pandemic increased demand across the tech industry.

US B2B payments declined slightly faster than expected in 2020 at -7.1% as opposed to -4.9% for an actual sales value of $25.539 trillion in 2020. By year end 2021, those sales will grow by 7.8% for an overall sales value of $27.542 trillion.

In 2020, B2B digital ad spending leaped from 4.9% of the US digital ad market to 5.7%, marking a sizable growth in share for the industry.

Salesforce announces Slack integrations: These are Salesforce’s first major moves with its flagship products since completing its $28 billion acquisition of the messaging platform.

On today's episode, we discuss where B2B marketing is headed and what some of the biggest challenges will be along the way. We then talk about our brand new influencer marketing spending forecast, what to make of TikTok Stories, and Instagram testing ads within its Shops tab. Tune in to the discussion with eMarketer principal analyst Jillian Ryan and senior forecasting analyst at Insider Intelligence Eric Haggstrom.

LinkedIn had a very strong 2020, during which its total ad revenues grew 31.3%, driven by its Marketing Solutions as B2Bs focused on targeting audiences working from home.

Display ads like banners and graphics, which have historically been less of a priority than search ads for B2B marketers, took up a greater share of US ad spending than ever before in 2020.

LinkedIn offers a boost: The platform rolled out new marketing tools to accompany the various features for live events and is offering marketers a way to make good on their organic success.

Although the pandemic has been the elephant in the (virtual meeting) room since early 2020, it isn’t the only hurdle agencies must overcome for continued growth and success.

On today's episode, we discuss what has stood out the most about Twitter's Q1. We then talk about Twitter's Scroll acquisition, what to make of its "Professional Profiles" test, and whether tipping via social media might catch on. Tune in to the discussion with eMarketer senior analyst Jasmine Enberg and forecasting analyst at Insider Intelligence Nazmul Islam.

In April 2016, WeCom launched as WeChat Work in China, to only moderate success. The pandemic has turbocharged its user growth, however. The app’s integration with WeChat and arsenal of business features will make it a valuable asset for marketers even after offices reopen.

On today's episode, we discuss how LinkedIn is evolving, how successful its creator initiative can be, whether its upcoming social audio platform can compete with Clubhouse, and how user growth and ad revenues are performing. We then talk about whether we can expect nearly all events this year to be virtual, making B2B events more appealing, and how robots can make our lives easier in the office. Tune in to the discussion with eMarketer principal analyst at Insider Intelligence Jillian Ryan.