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On today's episode, we discuss why time spent online is falling, how folks use social media, and people's changing search behaviors. "In Other News" we talk about the most interesting developments to come out of this year’s MWC event. Tune in to the discussion with our analyst Bill Fisher and Angela Wiesenmüller, vice president of global demand generation at Meltwater.

The role of the CMO has expanded far beyond traditional marketing expectations. Despite high expectations and many challenges, CMOs can find new opportunities to lead successful teams and drive business growth. Four CMOs share their perspectives for this report.

Dive deeper: Read our Generative AI for B2B Marketing report.

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.

As cookies face an uncertain future, marketing leaders have shifted away from creating data-gathering strategies and are exploring how to better utilize the data they have. In February 2022, 58.3% of CMOs said their company had created a stronger data strategy to capture better information, compared with 41.9% who said the same in September 2024. In addition, fewer CMOs are offering customers incentives to provide access to their data (down more than 8 percentage points).

As global businesses continue to prioritize digital channels, B2B marketing will likely to take on a more prominent role in overall digital ad strategies. Go further: Consult our global B2B forecasts.

Latest data from S&P Global Market Intelligence shows where these institutions rank.

AI is revolutionizing B2B SEO, but the fundamentals still apply. By strategically using AI and focusing on SEO content, B2B marketers can leverage AI tools to stay ahead of algorithm changes and AI-powered models.

Use this chart: Marketers and retailers can use this chart to strategize B2B advertising across digital platforms and justify increased investment in B2B marketing. Related Ä¢¹½AV reports:. US B2B Digital Ad Spending Forecast 2024 (Subscription required). How CMOs Are Maximizing ROI (Subscription required).

In-person events, a top B2B marketing technique, are back. Live events can provide the authentic connections that were missing during the pandemic. Further, events, webinars, and live video sessions can play an important role in building trust and can serve as a counterbalance to a rise in AI-generated content. Use AI-generated content to focus on the customer.