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B2B marketers became more focused on data during the pandemic when in-person events鈥攁 classic way of collecting first-party leads鈥攃eased to be an option, and they shifted more resources toward digital. Despite a drop in growth in 2023, data spending will hit $3.91 billion by 2024.

Email is the top area where marketers are increasing their budgets. Some 62% of US B2B and B2C marketers had increased their email marketing campaign in the past 12 months, according to April 2023 data from SeQuel Response and ISG. But recent email updates from Apple and Gmail add new challenges to email marketing, especially for B2B marketer.

AI is revolutionizing B2B SEO. Many AI tools are included in established SEO tools. The tools are integrated into SEO tasks, including keyword research, competitive analysis, and performance tracking. This helps marketers gain deeper data insights into user search patterns and behaviors, which can inform more-effective SEO strategies.

B2B and B2C marketers agree on the top three factors. The No. 1 factor that impacts marketing and planning spending is the economic climate for B2B marketers and corporate financial performance for B2C marketers, according to a Q1 2024 survey from the CMO Council. These influences on success are not within the control of a CMO. Consumers tend to focus on the short term.

Amazon sits at the top of US ecommerce, accounting for 37.6% of sales this year, according to our forecast. In addition to generating billions of dollars in sales, Amazon鈥檚 ecommerce business propels its other ventures, including retail media and B2B ecommerce. By harnessing the power of generative AI, Amazon could leave its retail competition even further in the dust, and possibly catch up to the Google and Meta duopoly.

Cross-border and B2B payments pushed up the network鈥檚 payments volume during fiscal Q2.

AI enhances B2B advertising: LinkedIn鈥檚 latest feature levers OpenAI models to improve ad creation efficiency.

Email marketing is the top area where US B2B and B2C marketers have increased their direct marketing budget in the past 12 months (62%), according to a survey from SeQuel Response and ISG.

Banks are focused on B2B opportunities and generative AI to drive revenue as they usher crypto out the door.

On this podcast episode, we explore the deployment of AI in payments in 2024. First, we discuss the most impactful use cases for AI in payments, such as fraud detection and prevention, false declines and purchase conversion, B2B payments, enhanced customer service, and digital wallets. In our "For Argument鈥檚 Sake" segment, we rank these use cases in order of impact and debate our decisions. Join the conversation with host Rob Rubin, our analyst David Morris, and Angela Murphy, PhD, client partner at Persistent Systems.

LinkedIn鈥檚 not just for B2B marketers. B2C brands in sectors like automotive, hospitality, music, sports, and travel are investing in the platform. 鈥淟inkedIn is definitely heading into a direction where more direct B2C marketing is going to become prevalent,鈥� said Jordan Schultz, vice president and head of social and digital creative at marketing agency Known.

It takes time to learn a new technology and sometimes, along the way, stumbles happen. As the role of AI in marketing grows, brands must be transparent about how, where, and when they are using the technology. Nearly half (49%) of CMOs in North America plan to focus more on using AI in strategy, creative, and content development for media use over the next 12 months, according to an August 2023 Dentsu survey conducted by B2B International. Here are three missteps brands have made with AI and content creation and what brands can learn from them.

A large majority of Linkedin鈥檚 top 100 B2B creators are male. True. Male creators make up the majority (72.9%) of Linkedin鈥檚 top 100 B2B accounts, while women only make up 27.1%, according to an Influencer Marketing Factory study. May 12, 2025. Which of the following brands recently launched an ad campaign that emphasizes grandmotherly wisdom over AI?