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LinkedIn debuts campaign-creation tool powered by generative AI: Platform is out to address unique challenges in reaching B2B decision-makers.

Key stats: We estimate that B2B healthcare and pharma digital ad spending in the US will eclipse $2 billion for the first time this year. That鈥檚 up from $630 million in 2019, a 233% increase. The final word: Providers don鈥檛 want to completely shut out pharma reps. But they won鈥檛 be bothered with inefficient in-person sales meetings that get in the way of their clinical responsibilities.

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.

AI and ad revenues lift Microsoft鈥檚 fiscal Q1: Company鈥檚 AI-powered ad platforms draw advertisers amid enterprise cloud gains.

Half of US B2B marketers say that social media contributes most to achieving top-of-funnel goals, per Ascend2. Email (43%) and in-person/live events (34%) were the second- and third-most effective top-of-funnel tactics.

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.

Our take: LinkedIn is positioning itself as a hub for both B2B and high-consideration B2C marketing, targeting decision-makers involved in longer purchase processes. The platform already ranks as the third most effective channel for driving high-quality leads, according to B2B marketers worldwide, with 26% of respondents citing it as a top channel.

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.

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.

B2B healthcare and pharma ad spending will keep rising through 2025. The pandemic propelled the industry鈥檚 B2B digital ad spending to $1.35 billion in 2021 (up 41.3% YoY), and advertisers haven鈥檛 pulled the dollars back since then. The $1.74 billion total we forecast for 2023 represents a 14.6% YoY increase.

LinkedIn tests TikTok-like video feed: The strategic move would improve discovery and engagement with B2B short-form content.

LinkedIn introduces new marketing tools: Video ads and AI integration enhance B2B engagement and efficiency.

Money is still pouring into app install ad spending, boosting Apple and others. 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.

B2B marketers invested heavily in data during the pandemic as in-person leads dried up. Now, B2B firms are having to make do with tighter budgets, forcing them to make cuts on nonessential spending, according to our US B2B Marketing Data Spending Forecast 2023 Update report.

Email marketing is the top area where US B2B and B2C marketers have increased their direct marketing budget in the past 12 months (62%), according to a survey from SeQuel Response and ISG.