蘑菇AV

Read the full report, B2B Video Marketing in 2024.

Fortune 500 B2B CMOs have a 4.5-year average, with only 11% in the role for less than a year. At the same time, brands like Starbucks are eliminating the global CMO role altogether. The tenure is even worse among the top 100 advertisers. The average CMO tenure shortens to just 3.1 years in these consumer-heavy companies, according to Spencer Stuart.

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.

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.

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.

B2B professionals believe short-form videos deliver the best ROI. Even influential creators prefer short-form video over other formats when collaborating with brands. Our take: The short-form video revolution shows no signs of slowing. As attention spans shrink and competition intensifies, platforms must continue innovating to capture and retain viewers.

B2B professionals believe short-form videos deliver the best ROI. Even influential creators prefer short-form video over other formats when collaborating with brands. Our take: The short-form video revolution shows no signs of slowing. As attention spans shrink and competition intensifies, platforms must continue innovating to capture and retain viewers.

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.

Magazine ad spending includes B2B, consumer, local, and Sunday. Newspaper ad spending includes classified, national, and retail. 蘑菇AV benchmarks its US newspaper ad spending projections against Newspaper Association of America (NAA) data, for which the last full year measured was 2013. Out-of-home spending includes alternative, billboards, cinema, street furniture, and transit.