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B2B email marketing is already ingrained with AI technology. But marketers still need to overcome challenges, adopt innovative strategies, and embrace this technology as a helpful and increasingly essential tool.

Small and medium-sized businesses will account for almost half of the $35 trillion B2B payments market this year. They have been slow to digitize, handing B2B payment providers a unique set of needs to address.

What are advertisers’ and publishers’ biggest challenges as they redesign their programmatic strategies around data protection legislation and other privacy changes?

Retail sales via online marketplaces are growing faster than overall ecommerce. As competition in the sector rises, brands and retailers must navigate the challenges of an increasingly complex landscape.

The sample includes B2B (27%), B2C (42%), and hybrid B2B/B2C marketers (31%). Company sizes ranged from more than 500 employees (35%), 50 to 500 employees (44%), and fewer than 50 employees (21%). Primary roles represented include C-level or partner (39%), VP/director/manager (45%), and non-management professionals (16%).

B2B marketers are turning to owned data to drive results. With the depreciation of third-party data and stricter privacy regulations, marketers are prioritizing first-party data as a reliable resource for secure and ethical practices.

With AI sharpening its offerings and Edge slowly rebuilding distribution, the company is quietly carving out sustainable ad growth—particularly in performance and B2B contexts. If it continues improving ad efficiency while scaling Edge usage and enterprise integrations, Microsoft could turn what was once a browser-and-search also-ran into a high-margin revenue stream with long-term upside.

Begin with high-volume use cases like payroll or B2B payments and partner with a payments optimization vendor to accelerate deployment in a cost-efficient way. Recommendations for customer-facing payment providers. Enable real-time payments in sticky, habitual use cases like bill pay and me-to-me transfers.

Key stat: We forecast B2B healthcare and pharma digital ad spending in the US will reach $2.27 billion next year, an 8.1% increase YoY. The takeaway: Pharma marketing teams should focus on how the content they’re creating can boost field teams’ engagement with healthcare providers and advise reps on how and when to use materials.

Data is from multiple B2B and consumer measurement studies across multiple advertising categories conducted throughout 2020-2025. Measurement was conducted via CCO RADARProof, Clear Channel's campaign performance attribution solution, and Kantar.

The future of B2B content marketing is with genAI, but marketers must still learn how to overcome its challenges, adopt innovative strategies, and embrace the technology as a helpful and increasingly essential tool.

B2B SEO and the Shift to AI-Driven Search (Ä¢¹½AV subscription required). Navigating the AI-Powered Path to Purchase (Ä¢¹½AV subscription required).

B2B Influencer Marketing (Ä¢¹½AV 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.