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More than half (54%) of B2B marketers will spend more on customer marketing in 2023, according to a survey by Integrate and Demand Metric. With nearly two-thirds (65%) of B2B buyers falling between the ages of 18 and 40, according to the American Marketing Association, B2B ads need to cater to digital natives.

Keeping it professional for B2B customers: Lowe鈥檚 and The Home Depot both expanded their professional loyalty programs earlier this year, with Lowe鈥檚 introducing MVPs Pro Rewards and The Home Depot expanding Pro Xtra. The new tiers and a training program to address the US labor shortage focus on fostering relationships with contractors and construction businesses.

When you stop looking at the business as having separate products, with siloed B2B and B2C customers, and instead as one whole entity, 鈥渋t really helps to streamline the processes and minimize work,鈥� Jane Musatova, Wix鈥檚 senior marketing automation manager, said on a recent Tech-Talk Webinar.

In an October 2023 Ascend2 survey, 50% of B2B marketers said email marketing was their most effective channel. Sixty-two percent of US B2B and B2C marketers increased their email marketing budgets in 2022 and 2023, per SeQuel Response.

Talkspace is in the process of pivoting from a D2C to a B2B model, selling its services to self-insured employers. That may be why B2B-focused Amwell is interested in buying it.

That could include cross-border and B2B payments. Stripe鈥檚 strategy could be used as a blueprint by other financial institutions (FIs). Stripe has had a challenging few months: It laid off 14% of its staff in late 2022 and posted a 鈥渟ignificant deceleration鈥� in growth for the year.

B2B faces unique challenges. B2B marketers struggle to replace third-party data because they鈥檙e less likely to have their own data. As a result, B2B marketers need to invest in technology and resources to ensure compliant data storage, though their marketing data spend growth has slowed following a downturn in advertising, according to our August 2023 forecast.

MOs are under increasing pressure due to greater scrutiny and accountability for ROI; the need to balance creativity with revenue growth; and the rapid pace of technological, market, and consumer changes

What鈥檚 new: Newsletters, product searches, and analytics are at the core of LinkedIn鈥檚 push into B2B advertising. LinkedIn Newsletters now allow creators to make recurring posts, notify users via in-app notifications, and will suggest SEO titles and tags to help exposure. Product Pages allow products to be found via LinkedIn searches by product, category, or company.

Services that enable digital B2B gifting, like Tango Card, are extending their reach. Adding markets, partners, and features can capture B2B demand as US employees increasingly receive鈥攁nd enjoy鈥攇ift cards from their organizations, per a Q4 2022 Fiserv study. Shifting Rewards Schemes Threaten Stored-Value Card Growth.

Affirm recently partnered with an eyewear retailer, for example, and Klarna partnered with a B2B car-rental company. Greater acceptance. BNPL debit cards and partnerships like Affirm鈥檚 with Walmart have made it easier to use BNPL in stores. What鈥檚 next? All of these drivers will boost BNPL鈥檚 growth throughout 2024.

This strategic shift will require startups to demonstrate to B2B customers that their platforms generate a return on investment (ROI) and deliver clinical outcomes. B2B buyers like hospitals have dealt with negative operating margins throughout the pandemic, driven by labor shortages, rising expenses, and low patient utilization.

础尘补锄辞苍鈥檚 B2B telehealth service, Amazon Care, never gained enough traction among employer clients and announced in August it would shut down at the end of the year. But the Big Tech giant quickly pivoted, launching a D2C virtual care clinic (Amazon Clinic) in November, offering message-based healthcare services to adults ages 18 to 64 who live in one of 32 states.

Email is a leading marketing tactic for B2B. Some 36% of B2B professionals use email for B2B marketing, more than have implemented paid social, virtual events, and video marketing, according to Sagefrog. Despite its popularity, email marketing will account for just 0.2% of US digital ad spend this year, for a total of $667.3 million, according to our forecast.

And in June it launched more than 100 new tools that push it deeper into business-to-business (B2B) ecommerce, offline and local retail, and social commerce. The big takeaway: Shopify CEO and founder Tobi L眉tke has long said that he is 鈥渢rying to arm the rebels鈥� with the tools they need to challenge 础尘补锄辞苍鈥檚 ecommerce empire.

And what we're seeing and what Kelsey are B2B analysts has written about extensively is that the B2B buyer is getting younger. So we're not going to see quirky fun videos with TikTok like stars, but I do think there's a place for educational content from thought leaders, employees, product advocates, and even c-level executives that I think will move the needle among B2B buyers.

An influencer who has mastered the art of B2B social platform LinkedIn. How is it used? The same way 鈥渋nfluencer鈥� would be used in any creator economy conversations, but specific to LinkedIn. Why should you care? More than 1 in 5 people in the US are on LinkedIn, and both the creator economy and B2B ad spend are growing, according to our forecast.

Firms can harness fraud-fighting tools: Jack Henry and other B2B payment firms can win new clients through their technology鈥檚 fraud-preventing potential. Companies that embrace this tech can bolster their reputations and attract new users who may be concerned about the risk of fraud on P2P payment apps.

Brand marketing matters, even for B2B companies. Focusing only on performance marketing works only in the short term, said Angelique Temple, CMO of WeTransfer. B2B buyers are real people, so maintaining a social presence the same way a D2C company might is vital.

On today's podcast episode, we discuss what the high-income shoppers path-to-purchase looks like and how best to market to them. Listen to the conversation with our Senior Analyst Sara Lebow as she hosts Senior Analyst Sky Canaves and Analyst Paola Flores-Marquez.

The grocery question: While 础尘补锄辞苍鈥檚 earnings release highlighted the company鈥檚 achievements in ecommerce, AWS, advertising, generative AI, and even its B2B business, it stayed mum on grocery鈥攁n indication that the company is struggling to figure out a path forward in that highly competitive sector.

JPMorgan also launched Commerce Solutions, a suite of payments infrastructure and applications, including cloud-based payments tech, aimed at helping merchants accept consumer and B2B payments. Biometric benefits:. Biometric payments could save time for merchants while boosting sales and user loyalty. For consumers, JPMorgan claims the payments will be quick, phone-free, secure, and simple.

More Chart of the Day:. 9/22 - B2B digital ad spend growth lags. 9/21 - Subscribe and save. 9/20 - Banking on traditional. 9/19 - Top platforms by influencer marketing spending. 9/18 - Temu vs. Amazon, Target, and Walmart.

For example, CMOs at B2C companies stay an average of four years, while CMOs at Fortune 500 B2B companies stay four and a half years. The CMO role is evolving amid the rise of AI, and sometimes, even being phased out altogether. In March, Starbucks got rid of its global CMO position, following other companies such as Johnson & Johnson and Uber. Use this chart:. Illustrate the changing role of the CMO.

B2B and personal finance ads in the Super Bowl leverage whimsical, creative ads for tools that aren鈥檛 associated with entertainment. This is an extension of an overarching trend of B2B brands recognizing that their buyers are business people, but they鈥檙e also consumers. That means their ads should be consumer-oriented. 5. That weird celebrity stunt is probably a Super Bowl ad.