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Disruption could be greatest for healthcare and B2B tech. On May 30, 2024, AI Overviews were shown for almost two-thirds (63%) of healthcare-related queries and nearly a third (32%) of B2B tech searches, according to BrightEdge. But they were shown in virtually none of the restaurant- and travel-related queries.

Our take: LinkedIn is positioning itself as a hub for both B2B and high-consideration B2C marketing, targeting decision-makers involved in longer purchase processes. The platform already ranks as the third most effective channel for driving high-quality leads, according to B2B marketers worldwide, with 26% of respondents citing it as a top channel.

The deal promises smoother campaigns, but longtime Litmus users may not welcome the growing pains of martech consolidation

Continued innovations in video generation are happening just as 61% of B2B marketers worldwide plan to increase their spending on videos, per CMI. AI-generated videos could cut production costs; unlock new possibilities in entertainment, advertising, and marketing; and solidify ByteDance鈥檚 leadership in AI-driven media.

CMOs are using AI tools to transform marketing by enhancing creativity, optimizing campaigns, and streamlining operations. AI will shape marketing's future, but strategic implementation, data privacy, and bias remain hurdles for widespread adoption.

Read the full report, B2B Video Marketing in 2024.

While the non-intrusive format is an attractive play, a clear downside is the creative brevity, said Michael Katrenak, media director at B2B agency Transmission. Pause ads can support brand recall and frequency, but more involved storytelling is crucial in building memorable brands, he said. 鈥淚 don鈥檛 think it鈥檚 the time to tell a story,鈥� said Katrenak.

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.

Challenging B2B blandness. For B2B marketers, the right storytelling is essential to resonate with an off-the-clock audience, said Transmission media director Michael Katrenak. The agency鈥檚 clients include HP, SoftwareAG, and DeepInstinct. While a lower-funnel demand campaign might work for LinkedIn, he advises clients to lead with storytelling and strong creative on connected TV (CTV).

Nearly half (49%) of CMOs in an August 2024 B2B International survey said they are trying to monetize touchpoints through channels like retail media to drive growth. Similarly, 37% of marketing professionals said in a recent TechValidate survey that they expect retail media spending at their organizations to increase this year.

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.

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

Messaging matters in both B2B and B2C. A 2024 Magna Global and LinkedIn survey found that many marketers believe B2B ads lack humor, emotional appeal, or relatability. In their messaging, B2B marketers should focus more on bold storytelling and less on the functional aspects of a product or service. Disruptive creativity is a hallmark.

For searches in categories where subject area expertise is valued鈥攕uch as healthcare, education, and B2B technology鈥擥oogle has added AIO to most result pages. In May, only healthcare-related search had AIO in the majority of results. Even when an AIO result includes a link, a May report by the Growth Memo found that it produced 8.9% fewer clicks.

Respondents were from companies with fewer than 50 employees (48%), 50 to 500 employees (29%), or more than 500 employees (23%) in a job role of owner/partner/C-level (55%), vice president/director/manager (28%), or nonmanagement professional (17%) at companies with a business focus of B2B (22%), B2C (51%), or both (27%).

On the advertising front, Instacart鈥檚 Carrot Ads is growing its B2B reach by partnering with food service ecommerce platform Cut+Dry. What it means: The new partnerships signal Instacart鈥檚 priorities in 2025 as it contends with slower growth.