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AI has become a must-have for B2B marketing. Nearly 60% of B2B content marketers plan to prioritize AI-powered automation in 2025. For the first time, AI has joined the list of top investments for content optimization and creation. AI adoption is widespread, but overreliance on common tools and poor integration limit its impact.

Cohen revealed that LinkedIn has been 鈥渋nvesting heavily in connected TV鈥� (CTV) for B2B marketing, with third-party partners reporting ROI six to seven times higher than traditional tools. The platform initially announced this push last year; in coming months, it plans to expand LinkedIn CTV to make it even easier for B2B marketers to reach new buyers and measure camapign effectiveness.

Podcasts surge in B2B marketing: 36% of B2B marketers plan to use them, citing flexibility and trust-building attributes.

B2B marketing leaders have lost their focus on the benefits of email marketing. Email is a key distribution channel, and investments will allow relevant messages with high engagement rates and ROI to be delivered efficiently and effectively.

Video has emerged as the most effective type of B2B marketing content and is a key component in the marketing distribution mix, ranking a close second to social media content.

LinkedIn introduces new marketing tools: Video ads and AI integration enhance B2B engagement and efficiency.

US B2B marketing data spending will grow 2.5% in 2024, up slightly from 2023鈥檚 2.3% growth but still below pandemic growth rates of over 4%, per our forecast.

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 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.

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 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.

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.

The Significant Role of Video in B2B Marketing. Video has emerged as the most effective type of B2B marketing content and is a key component in the marketing distribution mix, ranking a close second to social media content. Many B2B marketers now prioritize video content on social media, and short-form videos are proving to be the most effective.

The B2B buyer is younger, digital-first, and dominates the share of voice online. They鈥檙e demanding, but they鈥檙e also more engaged in the buying process. And they look to social content for education, inspiration, and solutions. As the number of young decision-makers only increases, social media鈥檚 importance in B2B marketing strategies is growing too.

Intuit Mailchimp used AI to create a B2B marketing campaign focusing on the 鈥渃lustomer,鈥� the amorphous and diverse audience brands must reach with ads. The resulting ad performed in the top 5% of Ipsos ads, a success which Intuit Mailchimp CMO Michelle Taite attributed to the team鈥檚 willingness to experiment with AI.

As Google's search changes continue and consumers increasingly turn to alternative platforms, the SEO playbook defined by link building and keyword optimization is losing relevance.