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The opportunity is sizable given that 61% of B2B marketers worldwide cite search engine marketing as the paid channel producing the best results, per the Content Management Institute (CMI). This article is part of Ä¢¹½AV’s client-only subscription Briefings—daily newsletters authored by industry analysts who are experts in marketing, advertising, media, and tech trends.

It informs B2B decisions. Around 65% of B2B buyers said YouTube influenced a recent B2B purchasing decision, per a December 2022 survey by Gartner. Further, 72% of global professionals said they used YouTube to research executives and employees at B2B firms, up from 47% in 2021, per Qnary. This suggests that an up-to-date and positive brand presence on YouTube is imperative.

Home Depot expects sales to grow 2.8% this year: While the housing market is unlikely to thaw, the home improvement retailer sees signs that consumers will stop putting off projects.

B2B leaders need to prove and demonstrate the value of their marketing campaign investments. Today’s B2B buyer has higher expectations for email. B2B buyers are now younger, digital-first, and savvy. They expect email communication to be relevant, or it will be ignored. They also won’t bother to engage if the email doesn’t provide value or useful information, or if it doesn’t make them feel better.

Google can ride its first-mover advantage to push adoption and subscriptions among the 66% of B2B senior marketers who are already using genAI solutions. This article is part of Ä¢¹½AV’s client-only subscription Briefings—daily newsletters authored by industry analysts who are experts in marketing, advertising, media, and tech trends.

We spoke with four CMOs on their approaches to data management, communication, and fostering a culture of innovation to maximize marketing effectiveness.