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Respondents included B2B or B2C brand marketers and agencies at companies, or had clients, who spent $500K+ in digital advertising during the past 12 months.

I feel like they're bridging the gap between B2B and B2C and helping bring more awareness to this space. So, that is an area where I think we're going to see a lot more movement. It makes sense. I mean B2B marketing can be incredibly stale. We're in this moment where the B2B buyer is getting younger.

It鈥檚 not just B2C brands that have embraced the format: Short-form social videos deliver the highest ROI for B2B marketers globally, with 55% citing these videos as the most effective content form for maximizing returns鈥�. Our take: YouTube鈥檚 decision to expand the length of Shorts reflects a broader industry trend of catering to creators and audiences who want flexibility in content consumption.

B2B marketers invested heavily in data during the pandemic as in-person leads dried up. Now, B2B firms are having to make do with tighter budgets, forcing them to make cuts on nonessential spending, according to our US B2B Marketing Data Spending Forecast 2023 Update report.

In the CMI and MarketingProfs study, 31% of B2B marketers worldwide said that wasn鈥檛 happening. This could result in missed revenue targets. Measurement and attribution are critical for success. Once data and tech are in alignment, marketers should focus on their ability to continually measure marketing efforts at scale.

鈥淲e have access to 300 million different B2B lead profiles,鈥� Jaspar Carmichael-Jack, Artisan鈥檚 CEO and co-founder, told VentureBeat. 鈥淎va uses that information as well as sources like CrunchBase, Apollo, and Cognism to determine leads.鈥�.

And Lightspeed鈥檚 supplier network tool integrates B2B orders into the POS. POS software anchors increasingly important unified commerce platforms. Sixty-five percent of business leaders worldwide planned to prioritized the tech in 2023, per a March 2023 Stripe report.

LinkedIn benefits from its strong command of B2B digital advertising. Continued sign-ups and AI-powered tools will help solidify its lead position in professional networking. LinkedIn鈥檚 focus on professional content and connections, coupled with AI integrations into offerings like the reimagined LinkedIn Premium, positions it uniquely against competitors.

AI-driven tools are helping brands swap cookie-cutter campaigns for ultra-targeted experiences, giving Adobe a fresh shot at dominating customer engagement

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

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.