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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.

While its B2B focus means LinkedIn is governed by a slightly different logic than its competitors, it continues to try and steal pages from their playbooks: Its expansion of Thought Leader ads in April suggests it is trying to build an ecosystem for influencers. Pinterest will continue to make itself hospitable to ecommerce advertisers.

But there is a stronger use case for bill payments and business-to-business (B2B) payments. Focusing on a use case like bill pay could help Plaid鈥檚 solution gain traction. These payments have historically been dominated by checks, which are aging out, and other digital alternatives come with their own pain points.

Nearly 3 in 10 (29%) of B2B senior marketers worldwide think generative AI will actually increase creativity. Among CMOs worldwide, 23% believe that genAI investments could reduce reliance on external agencies for creativity and strategy. Forty-six percent of digital advertisers in Europe believe that adopting genAI helps them develop creative content.

It鈥檚 unique among automated clearing house (ACH) networks for offering 24/7 processing across a gamut of use cases and all major payment flows, from peer-to-peer to point-of-sale to B2B. And discounts that will carry into 2024 make its ultracompetitive transaction pricing even more enticing to merchants and businesses.

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.

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.

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

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.

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�.

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

Changes in the digital B2B market are affecting healthcare and pharma advertisers, too. The overall B2B digital ad spend market is being transformed by younger generations, which prefer digital channels to traditional ones.

This suggests that industries with a strong consumer focus tend to prioritize marketing leadership more than those that are B2B-oriented. Gender gap closing: Women now make up the majority of marketing leadership in six out of nine analyzed industries. Notably, women represent 59% of CMOs in B2B2C companies, 51% in B2B, and 50% in B2C organizations.