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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.

GenAI reaches a crossroads: While nearly all executives embrace AI investments, employee apprehension and lagging adoption expose cracks in the workforce鈥檚 readiness for an AI-powered future.

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.

But did you know eMarketer also has a division focused on B2B media solutions? Partner with eMarketer today and connect your brand messaging with our powerful audiences. Visit eMarketer.com/advertise to learn more. (00:22):. Hello, listeners. Today is Wednesday, November 13th. Welcome to Behind the Numbers: Reimagining Retail, an eMarketer podcast.

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.

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.

Acquirers, networks, and issuers each play distinct roles in the payments purchasing chain. But those roles are shifting as providers adapt to the rise of software and value-added services, increased payment method choice, and cloud-based innovation.

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.

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.

That鈥檚 according to a global survey of 1,400 B2B and B2C marketers across 23 industries, including financial services, conducted by marketing software company Hubspot in September 2023. Marketers aren鈥檛 using AI to write content: Instead, they鈥檙e using it for inspiration. Just 6% of respondents said they use AI to write content, despite 60% of customers saying they favor content from AI.

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.

But did you know that 蘑菇AV also has a division focused on B2B media solutions? We do it all. Partner with 蘑菇AV today and connect your brand messaging with our powerful audience. If you would like to learn more, you can, of course, head to our website. It's emarketer.com/advertise. Daniel Konstantinovic (00:29):.

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.

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.

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.

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 Amazon鈥檚 ecommerce empire.

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.