On today's episode, we discuss how customer programs are moving into the spotlight, why buyers are rejecting traditional B2B experiences, how influencer marketing will find its way into the business world, and more. Tune in to the discussion with our analyst Kelsey Voss.
Generative AI for B2B Marketing (蘑菇AV subscription required). Note: B2B digital advertising includes the advertising of products and services to businesses or other organizations for use in the production of goods, business operations, and resale. It does not include advertising efforts aimed toward individual consumers.
Events are a core B2B marketing channel and a top ROI-producing activity when executed strategically. Marketers have event format options, but they鈥檙e reaffirming their preference for in-person events over virtual ones for better engagement, leads, and brand trust. In-person events are seeing a revival. In-person events will be a key channel in 2024.
This is crucial for trust-building.鈥�. 6 in 10 B2B marketing leaders worldwide plan to use in-person events as a top marketing technique next year, per a May 2023 LinkedIn survey conducted by Ipsos. A quarter of US B2B marketers say their leading areas of spend are on in-person tradeshows and events, per August 2023 Sagefrog Marketing Group data.
60% of US B2B marketers plan to boost spending on AI tools and on social media advertising in 2025, per November 2024 data from Madison Logic and The Harris Poll.