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B2B and sports are two fast-growing areas for creators. A new policy now allows college athletes to be compensated for their name, image, and likeness (NIL). College athletes already command large audiences and regularly create content on social media, per August 2022 data from Curastory. Meanwhile, industry professionals are increasingly building audiences by sharing B2B content online.

That has a major impact on B2B advertisers in particular, who tend to buy on news media, Kohl said. Ads aired next to misinformation and disinformation are a risk for brand safety, which Zucker believes could curtail the usual surge in advertising on news platforms. 鈥淭his year, I think people are really worried about brand safety when it comes to the news environment,鈥� she said. 3.

LinkedIn鈥檚 new genAI campaign creation tool could accelerate growth of B2B digital advertising. How retailers like Coca-Cola, Instacart, and Amazon are innovating with generative AI. How generative AI is transforming the workplace. Answering 4 questions marketers have about personalization and generative AI.

I'd say there's a lot of use for crypto overall and blockchain technology in the payment sector like remittances and B2B payments, like Tyler said. Rob Rubin:. Are B2B payments really ready for it though? There's a lot of B2B payments that are still on paper checks. Grace Broadbent:. I'd say for smaller businesses, no, they're not ready for that.

An early-stage B2B software as a service (SaaS) client of Rippler Group uses HubSpot鈥檚 ChatSpot.ai to analyze data and signals, identifying customers with high satisfaction and engagement levels. The chatbot reaches out to those customers, collects success stories, and uses Writer (GenAI for businesses) to create compelling case studies and testimonials.

B2B digital ad spend growth will slow while social, display, and mobile gain ground. The state of programmatic advertising in 5 charts. More Chart of the Day:. 9/13 - Calling on mcommerce. 9/12 - Biometrics don鈥檛 pass the trust test. 9/11 - Customer service calls. 9/8 - Do we have your attention? 9/7 - Influential social spend.

Rippler, which provides growth marketing expertise to B2B tech startups, uses the conversational marketing platform Gong to extract buyer questions from its customer relationship management platform and uses ChatGPT to categorize these questions, enhance conversations, and target buying needs. Accelerate conversion rates.

We forecast that by 2024, B2B martech spending will be $8.51 billion while B2C martech spending will be closer to $18.60 billion. Investments in martech stacks are critical, and factors such as data centralization and integrations, like Brinker says, are high on marketers鈥� minds.

We estimate that US B2B video ad spend were nearly double in terms of total dollars by 2022. From 2022 to 2025 as a percentage of B2B digital ad spend allocated to video, that's expected to reach 14% by then. That's what we've got time for the debate portion of our show. We move of course to our last segment. It is time for dinner party data.

B2B marketers are taking a cautious approach toward data investments. For marketing at scale, generative AI鈥檚 use hinges on trust and the human touch. Interoperability, the right evaluation criteria are key to identity solution adoption.

As the only B2B social network among a raft of higher-profile, consumer-facing ones, LinkedIn tends to fly under the radar. That obscures the Microsoft-owned service鈥檚 recent growth and prospects for the next two years, which are better than those of most other companies we measure.

Insider Intelligence surveyed 116 US respondents from February 17 to May 27, 2023, to gauge B2B level advertisers鈥� preferences and the value they place on 13 important criteria when they are deciding which CPG RMNs to use for advertising.

I mean, I think about financial services sometimes similarly to B2B because they both have long buying cycles or high consideration purchases. So reframing that thinking of who an influencer is, is really important.

It's worth noting that if you look at this market in terms of like B2B publishers, if you are a B2B company that has a product that you're selling for let's say $120,000, you want a very vetted customer coming to you.

And I think this will first start out in the B2B space with purchasing, but eventually it will get to the mass consumer phase. And maybe advertising won't be as relevant there. It'll be more on marketers to figure out how to interact with the chatbots to differentiate themselves from others beyond price.

Microsoft鈥檚 new AI 鈥淐opilot鈥� lands for marketers: Tool promises to help discover consumer categories and automate processes.

B-to-B marketing teams rely on eMarketer Media solutions to elevate their thought leadership and build meaningful relationships through exclusive webinars, guides, infographics and more. Visit emarketer.com/advertise to learn more about our proven approach. (00:18):. Hello, listeners. Today is Wednesday, August 14th. Welcome to Behind the Numbers, Reimagining Retail, an eMarketer podcast.

Marcus Johnson (00:00):. eMarketer is your trusted partner for actionable data and insights on marketing, advertising, commerce, and entirely too much more, but did you know eMarketer also has a division focused on B2B media solutions? If you didn't, it's fine. Don't worry about it. You now know. Partner with eMarketer today and connect your brand messaging with our powerful audiences.

And it's also rising in terms of bringing in B2B and B2B influencers in particular. So it really is growing and much more beyond its roots as being a professional network where people can search for jobs, for example. Marcus Johnson:. That's what we've got time for for this episode. Jasmine, thank you so much as always for hanging out today. Jasmine Enberg:. Thank you for having me. Marcus Johnson:.

Set to launch in July 2023, the service could hasten consumer, retail, B2B, and B2C payments while also lowering costs, since it is mandated to not turn a profit. Solutions that improve access to capital and better financing can resolve SMBs鈥� cash flow crisis. SMBs鈥� cash crunch stems from financing challenges. Over half of SMBs had fewer than 30 days of cash on hand, per January 2023 data from PYMNTS.

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. (00:23):. Hello, listeners. Today is Wednesday, August 28. Welcome to Behind the Numbers, Reimagining Retail, an eMarketer podcast.

Today, VCs would probably much rather back a B2B fintech with a stable, predictable subscription revenue than a B2C fintech that's growing user numbers like crazy, but has no idea how to monetize them. That's not something we were seeing as much before. Also, I know Alex said earlier, that no one is disputing the disruption narrative.

LinkedIn is the social platform the most marketers worldwide (70%) are confident will deliver a positive ROI, per an August 2023 survey from Hootsuite.

A November 2022 survey conducted by Ipsos on behalf of the IAB found that 85% of B2B data decision-makers were using or considering using DCR tech. DCRs will likely become essential for the privacy-compliant advertiser, but there are a few hurdles to widespread adoption:. DCRs come with a hefty price tag.