蘑菇AV

B2B marketers invested heavily in data during the pandemic as in-person leads dried up. Now, B2B firms are having to make do with tighter budgets, forcing them to make cuts on nonessential spending, according to our US B2B Marketing Data Spending Forecast 2023 Update report.

In the CMI and MarketingProfs study, 31% of B2B marketers worldwide said that wasn鈥檛 happening. This could result in missed revenue targets. Measurement and attribution are critical for success. Once data and tech are in alignment, marketers should focus on their ability to continually measure marketing efforts at scale.

The deal will bring 7,000 new customers and critical disaster recovery tools to tackle growing cybersecurity threats.

Acquirers, networks, and issuers each play distinct roles in the payments purchasing chain. But those roles are shifting as providers adapt to the rise of software and value-added services, increased payment method choice, and cloud-based innovation.

Changes in the digital B2B market are affecting healthcare and pharma advertisers, too. The overall B2B digital ad spend market is being transformed by younger generations, which prefer digital channels to traditional ones.

Cash is no longer king in Brazil after being dethroned by the central bank鈥檚 instant payments system, Pix. This report explores who鈥檚 using Pix (nearly two-thirds of the population), what鈥檚 fueling its immense popularity, and how it will reshape Brazil鈥檚 payments landscape this year and beyond.

But did you know eMarketer also has a division focused on B2B media solutions? Partner with eMarketer today and connect your brand messaging with our powerful audiences. Visit emarketer.com/advertise to learn more. Hello, everyone, and thanks for hanging out with us for the Behind the Numbers Weekly Listen, an eMarketer podcast. And this is the Friday show that loves an airport sandwich.

In an October 2023 Ascend2 survey, 50% of B2B marketers said email marketing was their most effective channel. Sixty-two percent of US B2B and B2C marketers increased their email marketing budgets in 2022 and 2023, per SeQuel Response.

蘑菇AV joined a panel to discuss its future with Neil Waller, CEO of Whalar and Rahul Titus, global head of influence at Ogilvy, which won the B2B Grand Prix for a campaign that incorporated creator content. Over at Amazon, influencer Alix Earle and co-founder of skincare brand Summer Fridays Marianna Hewitt talked sponsored content on a panel called 鈥淣ow Trending: #Authenticity.鈥�.

I mean, I think about financial services sometimes similarly to B2B because they both have long buying cycles or high consideration purchases. So reframing that thinking of who an influencer is, is really important.

B-to-B marketing teams rely on eMarketer Media solutions to elevate their thought leadership and build meaningful relationships through exclusive webinars, guides, infographics and more. Visit emarketer.com/advertise to learn more about our proven approach. (00:18):. Hello, listeners. Today is Wednesday, August 14th. Welcome to Behind the Numbers, Reimagining Retail, an eMarketer podcast.

Marcus Johnson (00:00):. eMarketer is your trusted partner for actionable data and insights on marketing, advertising, commerce, and entirely too much more, but did you know eMarketer also has a division focused on B2B media solutions? If you didn't, it's fine. Don't worry about it. You now know. Partner with eMarketer today and connect your brand messaging with our powerful audiences.

On today鈥檚 podcast episode, we discuss Meta鈥檚 new AI search initiative, what the 2023 鈥測ear of efficiency鈥� has meant for 2024, and what to make of Threads at this point. Tune in to the discussion with Senior Director of Podcasts and host Marcus Johnson and Vice President and Principal Analyst Jasmine Enberg.

On today's podcast episode, we discuss what the high-income shoppers path-to-purchase looks like and how best to market to them. Listen to the conversation with our Senior Analyst Sara Lebow as she hosts Senior Analyst Sky Canaves and Analyst Paola Flores-Marquez.

And what we're seeing and what Kelsey are B2B analysts has written about extensively is that the B2B buyer is getting younger. So we're not going to see quirky fun videos with TikTok like stars, but I do think there's a place for educational content from thought leaders, employees, product advocates, and even c-level executives that I think will move the needle among B2B buyers.

But did you know eMarketer also has a division focused on B2B Media Solutions? Partner with eMarketer today and connect your brand messaging with our powerful audiences. Visit emarketer.com/advertise to learn more. (00:23):. Hello, listeners. Today is Wednesday, August 28. Welcome to Behind the Numbers, Reimagining Retail, an eMarketer podcast.

Amazon Business: The leader鈥檚 growth in third-party B2B procurement is slowing. B2B ecommerce is gaining traction as 59% of B2B buyers make purchases through online marketplaces in 2023, per an April 2023 Digital Commerce 360 and Forrester survey. Amazon Business, the leader among US third-party marketplaces, accounted for just 2.1% of the B2B ecommerce market in 2022.