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B2B companies are fighting over limited spend. In a flat economy, 鈥測ou鈥檙e going to have to take share,鈥� said Bruce Biegel, senior managing partner at Winterberry Group, during our 鈥淯nderstanding the New Buyer Journey鈥� Tech-Talk Webinar. That means focusing on retention, upselling, and cross-selling before pushing back toward acquisition in the long term. Here are six things to keep in mind during the process.

Half of US B2B marketers say that email marketing is the channel that has the biggest impact on their multichannel strategy, outpacing social media (33%) and content marketing (26%), per April 2023 Ascend2 and Zoominfo data.

Half of US B2B marketers say that social media contributes most to achieving top-of-funnel goals, per Ascend2. Email (43%) and in-person/live events (34%) were the second- and third-most effective top-of-funnel tactics.

31% of US B2B marketers are using AI for chatbots, coding, and design, according to an August 2023 survey from Sagefrog Marketing Group. Another 30% are using AI for content and presentations.

B2B is the largest segment of overall US payment volume, holding roughly five times that of consumer payments. It has been slower to digitize than the consumer sector, but finally passed the tipping point during the pandemic. Even now, almost a third of the market is up for grabs.

It will use Mastercard鈥檚 Track Instant Pay solution, which automates B2B payments, to attract new business.

B2B marketers seek the best bang for the buck: Professionals plan to spend more on technology but will focus on tools that can deliver tangible impacts on marketing goals.

Fifty-seven percent of B2B marketers said creating the right content is a challenge.

A more accessible and expansive Walmart+ membership will help the retailer to reach 29 million subscribers this year, while in-store retail media formats could boost ad revenues. A push into B2B, logistics, and international markets may also prove lucrative.

On today's episode, we discuss how customer programs are moving into the spotlight, why buyers are rejecting traditional B2B experiences, how influencer marketing will find its way into the business world, and more. Tune in to the discussion with our analyst Kelsey Voss.

On today's episode, we discuss the controversies surrounding this year's World Cup, digital's role in the tournament, and which World Cup campaigns have caught our eye thus far. "In Other News," we talk about the six-month outlook for B2B marketers and whether someone is looking to buy Roku. Tune in to the discussion with our analysts Dave Frankland and Paul Verna.

After years of stronger growth during the pandemic, increases to marketing data outlays are slowing thanks to tighter marketing budgets, privacy regulations, and a need to show ROI.

Gopuff looks to diversify its revenue streams: The company launched a platform to allow brands to fulfill ecommerce orders on their own websites.

Forty-two percent of marketers said they plan on exploring AI and automation as a strategy in 2023, according to an August 2022 Sagefrog survey

Retail media growth spurs demand for ad tech talent: Channel expansion and rising client expectations create need for jobs in performance marketing and ad buying.

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.

Respondents include employees at B2C or both B2C and B2B companies with 100 or more employees.

B2B marketers are increasingly targeting younger, digital-first audiences on social media platforms, we noted in our B2B Digital Ad Spend Forecast 2023 report. While LinkedIn and Meta will account for a combined 42.2% of US B2B digital ad spend in 2024, according to our forecast, TikTok is emerging as a contender for organic and creator-based B2B marketing. Here鈥檚 the case for B2B marketing on TikTok.

B2B ad spending will total over $35 billion this year, up 9.3% from 2022, according to our forecast. As millennials and Gen Zers become the dominant players in the buying process this year, B2B marketing will shift to keep up with their digital inclinations. Expect B2B marketers to take a page out of consumer marketing and invest more in influencers.

B2B marketing is shifting to become more customer-focused and digitally oriented, which means the processes, people, and technology of B2B companies all need to follow suit. Here are five charts to help you stay ahead of the curve.

In 2023, US B2B spend on third-party marketing data will increase 3.2%, a slight slowdown from the past three years, according to our forecast. Next year, growth will rebound and spend will approach $4 billion.

The B2B market is facing younger buying committees, shifts in expectations about the purchase process, overcomplicated tech stacks, and uncertain economic conditions. These factors are changing how marketers can reach, engage with, and retain business customers, according to our analyst Kelsey Voss. Here are five predictions for how these factors will impact your B2B marketing next year.

Martech spending will be more conservative compared with previous years. Though economic forecasts are improving, B2B firms are still laying off staff and tightening their belts. Firms are reevaluating and consolidating their tech setups to maximize ROI. Many are 鈥渄isinvesting鈥� from technologies that fail to provide the desired outcomes.