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Investor excitement contrasts with customer hesitation, suggesting businesses must balance automation with user trust to maximize AI鈥檚 potential

Ghost eyes an opportunity helping brands move surplus goods: The private B2B marketplace aims to address market inefficiencies by connecting brands with buyers of surplus and goods online.

However, in B2B, sales for high-value, long-term purchases are more affected by economic and political pressures. CMOs need to be adaptable and responsive. Business requirements are dynamic and constantly evolving, and customer needs and market conditions change. Swift adaptation is crucial for maintaining a competitive edge and relevant and effective marketing strategies.

鈥淟oyalty strategies are incredibly effective at positively disrupting the B2B sales cycle with moments of direct customer and indirect partner interaction,鈥� said Kristin Cardona, senior director of strategy at Ansira.

Both Shopify and Amazon are expected to grow their B2B sales by over 20% this year, while BigCommerce will only grow by 13.5%. 3. The martech stack is evolving. US B2B marketing technology (martech) spend will grow by double digits through next year when it reaches $8.51 billion. The pandemic accelerated B2B martech spending as the industry shifted to digital marketing strategies.

Some digital health companies will鈥攐r already have鈥攕witched to B2B sales to bolster their bottom lines. Others will succumb to the continuing economic pressures by shutting down or being acquired. The knives are out: We鈥檝e already laid out some issues digital health companies face in 2023, particularly those targeting consumers and/or health systems.

US B2B ecommerce growth is outpacing B2B product and electronic sales growth鈥攂ut at a slow rate. Buyers鈥� preference for third-party marketplaces (e.g., Amazon Business) is fueling growth, pushing sellers to consider ecommerce solutions and third-party platforms to reach buyers and meet their procurement expectations.

B2B marketers will increase spending on third-party data through 2024, but at a much slower pace than during the pandemic due to privacy regulations and economic conditions.

Walmart taps B2B to grow its margins: The retail giant is adding new products and tools to Walmart Business to attract more B2B customers and drive loyalty.

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.

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.