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On the advertising front, Instacart’s Carrot Ads is growing its B2B reach by partnering with food service ecommerce platform Cut+Dry. What it means: The new partnerships signal Instacart’s priorities in 2025 as it contends with slower growth.

Social media is crucial for B2B marketing success. In 2024, B2B marketers are embracing influencer marketing and video, integrating AI, and focusing on the importance of authenticity. B2B marketers can gain insights for enhancing brand awareness, optimizing campaigns, and building meaningful connections with target audiences.

Adobe's research shows B2B tech marketers are acutely aware of these challenges, with 55% citing quality and customer trust as their top concern in managing AI-generated content, followed closely by content monitoring at 53%. Consumer skepticism remains high, with 65% of US adults feeling uncomfortable with AI-generated content in ads, suggesting businesses must be transparent about their AI usage.

Fortune 500 B2B CMOs have a 4.5-year average, with only 11% in the role for less than a year. At the same time, brands like Starbucks are eliminating the global CMO role altogether. The tenure is even worse among the top 100 advertisers. The average CMO tenure shortens to just 3.1 years in these consumer-heavy companies, according to Spencer Stuart.

It also sees significant synergies across the companies’ B2B software offerings. Ä¢¹½AV You’s highly profitable Scayle software unit is one of the fastest-growing software-as-a-service commerce platforms in the world, and will complement Zalando’s Zeos ecommerce operating system.

AI-driven tools are helping brands swap cookie-cutter campaigns for ultra-targeted experiences, giving Adobe a fresh shot at dominating customer engagement

Investor excitement contrasts with customer hesitation, suggesting businesses must balance automation with user trust to maximize AI’s potential