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B2B ecommerce growth is outpacing B2B product and electronic sales growth. And ecommerce site sales are taking an increasing share of the market. Macroeconomic conditions, buyers’ preferences, and AI use are fueling increased digital transactions, particularly through third-party marketplaces.

The No. 1 change B2B tech buyers want is pricing transparency from vendors, as cited by 45% worldwide, per January data from TrustRadius.

CMOs are mastering brand bravery to stand out in competitive markets. Through bold strategies, innovative campaigns, and authentic storytelling, they balance daring moves with trust and integrity. In this report, four leading CMOs share how they transform risks into impactful brand actions.

Portions of the industry are also heavily B2B focused, and display is often better suited for B2B marketing campaigns. Telecoms are heavy brand advertisers focused on nationwide campaigns, as evidenced by the messaging wars between the major US telecom providers. Tech also leans heavily mobile, while travel and healthcare are again outliers in the other direction.

As penetration weakens and margins shrink, insurers across business lines will prioritize emerging growth areas in 2025—including novel technologies—strategic marketing efforts, and leveraging favorable legislative changes.