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B2B ad spending sees a strong rebound: LinkedIn leads, with finance and retail sectors boosting growth.

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.

Key stats: We estimate that B2B healthcare and pharma digital ad spending in the US will eclipse $2 billion for the first time this year. That鈥檚 up from $630 million in 2019, a 233% increase. The final word: Providers don鈥檛 want to completely shut out pharma reps. But they won鈥檛 be bothered with inefficient in-person sales meetings that get in the way of their clinical responsibilities.

Human touch: Although businesses are solidly embracing AI鈥�47% of US executives expressed confidence in having agentic AI make decisions for customers in a February NLX survey鈥攙endors of B2B technology companies concede that AI-led support still needs a human touch.

According to B2B marketers, in-person events are the most effective way to drive leads. As Cannes continues to function as a laboratory for what's next in advertising and content, brands that show up with substance鈥攏ot just spectacle鈥攁re likely to walk away with more than photos on the Croisette. They鈥檒l leave with partnerships, positioning, and playbooks for the year ahead.

B2B payments are fast becoming the biggest opportunity for stablecoins to gain traction鈥攏ow PayPal has to convince everyone else.

While marketplace app AliExpress was outlawed, parent company Alibaba maintained a presence through its B2B platform alibaba.com. PUBG Mobile was relaunched in 2021 by Krafton, a South Korean company with investment from China, as 鈥淏attlegrounds Mobile India (BGMI).鈥�. Among banned apps, TikTok was likely affected the most.

And in February, it rebranded its B2B offerings, consolidating them under PayPal One.

US B2B ecommerce growth is outpacing B2B product and electronic sales growth鈥攂ut at a slow rate. Buyers鈥� preference for third-party marketplaces (e.g., Amazon Business) is fueling growth, pushing sellers to consider ecommerce solutions and third-party platforms to reach buyers and meet their procurement expectations.

Kao brings a brand-builder鈥檚 pedigree, having overseen Spotify鈥檚 鈥淪preadbeats鈥� B2B campaign, which swept the 2024 Cannes Lions. Her arrival signals a potential recalibration of Snap鈥檚 brand voice, one that combines performance marketing credibility with award-winning creativity. The bigger picture: Kao steps in during a moment of renewed advertiser momentum for Snap.

To appease healthcare providers, on the B2B side, insurers will emphasize their adherence to frameworks such as the NAIC鈥檚 Model Bulletin and the National Institute of Standards and Technology鈥檚 (NIST) AI Risk Management Framework in marketing materials.

B2B influencer marketing will surge. Expect some companies to put guardrails around employee content creation. But the growing number of independent experts and creator CEOs will prop up supply and demand. Every platform will be an influencer marketing platform.

US B2B martech spending growth will slow due to economic uncertainties and tighter budgets, prompting marketers to optimize their tech stacks for ROI.

Marketing data is essential to success, but marketers face tough conditions in a changing B2B landscape. Investments in data and related tools need to be carefully chosen and demonstrate proven ROI.