蘑菇AV

Study finds B2B ads lacking in creativity: Emotional appeal and humor boost effectiveness, with creative ads leading to greater brand loyalty.

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.

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.

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.

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.

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

Interest in faster payments is also exploding for business-to-business (B2B) payments. Real-time payments support between 60% and 70% of domestic B2B transactions in the US, according to Melio. Our take: While demand for faster payments is quickly growing, the ACH Network faces growing competition from true real-time payment players.

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.

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

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.

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.

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.

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.

The company operates in the B2B healthcare market, selling its digital health programs to employers and health plans that offer Catapult鈥檚 services to their members. What鈥檚 in it for Teladoc: Its post-acquisition plan is to sign up Catapult patients for Teladoc鈥檚 chronic condition management programs for diabetes, hypertension, pre-diabetes, and weight management.

US B2B Payments Forecast 2024 (蘑菇AV subscription required). Methodology: Data is from the January 2025 J.P. Morgan report titled "2025 US Business Leaders Outlook." 1,641 US business leaders from midsize companies were surveyed online during November 12-December 4, 2024. The margin of error is +/-3.6 percentage points at the 95% confidence level.

The shift toward B2B customers has paid off, especially as inflationary pressures drove consumers to cut back on out-of-pocket therapy spending in favor of insurance-covered mental healthcare. Payers covered over 1.2 million Talkspace therapy sessions in 2024, up 45% year over year. Its payer revenues increased from $81 million in 2023 to $124 million last year, a 54% jump.

Although a fraction of india鈥檚 overall digital ad market, B2B digital ad spending will grow steadily, with a 27.9% increase forecast for 2024, demonstrating India鈥檚 expanding enterprise sector. The services industry dominates India鈥檚 digital ad impressions are dominated by the services sector鈥�51% of the total pie in Q1 2024. That鈥檚 followed distantly by banking and finance at 7%.

B2B digital ad spending will continue to grow at a slower pace across key industries in 2023. More B2B buyers are millennials and Gen Zers, shifting ad buys from search to display, from Google to social media, and from desktop to mobile.

These innovations in video generation come at an opportune time鈥�61% of B2B marketers worldwide plan to increase their spending on videos this year, per CMI. Our take: Major brands like Dentsu, Gatorade, and Stagwell are already testing Firefly, signaling wider enterprise adoption.

Our take: LinkedIn is positioning itself as a hub for both B2B and high-consideration B2C marketing, targeting decision-makers involved in longer purchase processes. The platform already ranks as the third most effective channel for driving high-quality leads, according to B2B marketers worldwide, with 26% of respondents citing it as a top channel.

Continued innovations in video generation are happening just as 61% of B2B marketers worldwide plan to increase their spending on videos, per CMI. AI-generated videos could cut production costs; unlock new possibilities in entertainment, advertising, and marketing; and solidify ByteDance鈥檚 leadership in AI-driven media.

Challenging B2B blandness. For B2B marketers, the right storytelling is essential to resonate with an off-the-clock audience, said Transmission media director Michael Katrenak. The agency鈥檚 clients include HP, SoftwareAG, and DeepInstinct. While a lower-funnel demand campaign might work for LinkedIn, he advises clients to lead with storytelling and strong creative on connected TV (CTV).