B2B

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.

LinkedIn joins the race against Clubhouse: The platform is the latest to announce its own live social audio feature. It could stand out in the audio wars by focusing more heavily on structured events like conferences and webinars, which would also help it attract B2B marketers.

LinkedIn increases influencer investments: Its new Creator Mode encourages original content creation, as the platform taps into the growing creator economy.

On today's episode, we discuss in-person events in 2021, how to put on an engaging hybrid conference, and how to consider making money from virtual events. We then talk about Twitch's "Brand Safety Score," new ads envisioning post-pandemic life, and TV makers leaving no ad spot unturned. Tune in to the discussion with eMarketer principal analyst at Insider Intelligence Jillian Ryan.

A B2B company’s brand does a lot of heavy lifting. It is the embodiment of who the company is, what it stands for, and how it will serve its customers, employees, and (in a more grandiose fashion) its industry and society.

A common misconception by first-time virtual event organizers is that digital is easier to execute than in-person. But the reality is virtual is just a different beast.

Rapid-fire event cancellation notices and invites to (poorly produced) virtual events littered the inboxes of B2B audiences at the start of the pandemic. Luckily, there are plenty of learnings for organizers and sponsors to implement as the landscape continues to transform.