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It also sees significant synergies across the companies鈥� B2B software offerings. 蘑菇AV You鈥檚 highly profitable Scayle software unit is one of the fastest-growing software-as-a-service commerce platforms in the world, and will complement Zalando鈥檚 Zeos ecommerce operating system.

Google can ride its first-mover advantage to push adoption and subscriptions among the 66% of B2B senior marketers who are already using genAI solutions. This article is part of 蘑菇AV鈥檚 client-only subscription Briefings鈥攄aily newsletters authored by industry analysts who are experts in marketing, advertising, media, and tech trends.

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.

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.

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.

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.

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.

Amazon Business: The leader鈥檚 growth in third-party B2B procurement is slowing. B2B ecommerce is gaining traction as 59% of B2B buyers make purchases through online marketplaces in 2023, per an April 2023 Digital Commerce 360 and Forrester survey. Amazon Business, the leader among US third-party marketplaces, accounted for just 2.1% of the B2B ecommerce market in 2022.

Nearly two-thirds (65%) of B2B buyers worldwide say that YouTube has influenced a recent B2B purchase decision, per a December 2022 survey by Gartner. US B2B ad spending will reach $31.72 billion this year, according to our forecast. While LinkedIn remains a tried-and-true platform for B2B advertising, marketers should also focus on YouTube, according to our B2B Social Media Marketing report.

Retail, remittance, and cross-border B2B payments continue to draw in market participants. Read the full report.

Read the full report, Maximizing the Impact of B2B Event Marketing.

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.

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.

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.

Given the immense size and influence of both Google and HubSpot鈥攖he latter is used by nearly one in three (32%) US B2B go-to-market leaders鈥攁ny potential deal will likely invite intense regulatory scrutiny. Given ongoing antitrust probes into Google's business practices, that point can鈥檛 be underscored.