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US B2B digital ad spend will increase by 14.9% this year to reach $18.34 billion, per our August 2024 forecast.

By safeguarding data, B2B firms will reinforce customer trust and brand reputation. Blending AI with authenticity is a competitive strength. As AI adoption grows, B2B marketers look to preserve the human touch. 蘑菇AV half of B2B marketers think that AI reduces tedious tasks and boosts workflow efficiency, per an August 2024 Content Marketing Institute (CMI) survey.

It rolled out PayPal One this year to solidify itself as a major B2B player Issuing a PayPal Credit card shows PayPal is also looking to further entrench its well-known customer-facing business. This move also piggybacks on PayPal鈥檚 recent PayPal Everywhere marketing campaign, which encourages customers to use PayPal鈥檚 payment solutions鈥攄ebit, credit, and BNPL鈥攁nywhere they shop.

B2B SEO and the Shift to AI-Driven Search (蘑菇AV subscription required). Navigating the AI-Powered Path to Purchase (蘑菇AV subscription required).

B2B social ad spending will account for nearly half of B2B digital ad spending in 2024, at 46.3%.

鈥淭hey connect B2B marketers with buyers actively researching or purchasing business products, making them a high-intent, performance-driven channel that complements existing strategies.鈥�. Download the full report here. This was originally featured in the 蘑菇AV Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.

How PayPal is forging ahead: During PayPal鈥檚 investor day in February, the company rebranded its B2B offerings under PayPal One. PayPal is betting it can better position itself as a B2B company by rebranding鈥攖herefore deepening its merchant relationships and boosting its overall business.

B2B Influencer Marketing (蘑菇AV subscription required). Note: An influencer is an individual who can sway the brand preferences, buying decisions, and loyalty of a broader population, regardless of follower count. Creators are people or entities that develop original content primarily for digital properties with the purpose of building and monetizing their audience.

Messaging matters in both B2B and B2C. A 2024 Magna Global and LinkedIn survey found that many marketers believe B2B ads lack humor, emotional appeal, or relatability. In their messaging, B2B marketers should focus more on bold storytelling and less on the functional aspects of a product or service. Disruptive creativity is a hallmark.

Having SevenRooms in its arsenal will strengthen DoorDash鈥檚 B2B business, enabling it to offer more services to merchants while improving profitability. Uber Eats is broadening its scope. That applies in both geographic and strategic terms.

While users can improve their content strategies, marketers can get clearer visibility on partnership impacts. 53% of B2B brands are increasing their influencer marketing budgets, per TopRank Marketing.