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LinkedIn is at a turning point: Users are more engaged than ever, ad revenues are rising, and creators are inking deals on the platform. And LinkedIn鈥檚 appeal among both B2B and B2C marketers is growing.

The CMO's role is complex and challenging: While some have secured their C-suite spot, others face role elimination. This year, CMOs should focus on enhancing internal collaboration and communication for growth, strategically integrating AI, and innovating to maintain a competitive edge.

AI-driven tools are helping brands swap cookie-cutter campaigns for ultra-targeted experiences, giving Adobe a fresh shot at dominating customer engagement

B2B marketing technology spending growth will slow following the pandemic. Although annual growth rates will remain in the double digits through 2025, the rush to acquire martech during the pandemic is over. Uncertain economic conditions and tighter budgets are contributing to the slowdown in growth. B2B martech spending will be $7.68 billion in 2023.

B2B marketing teams rely on eMarketer Media solutions to elevate their thought leadership and build meaningful relationships through exclusive webinars, guides, infographics and more. Visit eMarketer.com/advertise to learn more about our proven approach. Hello, listeners. Today is Wednesday, November 20th. Welcome to Behind the Numbers Reimagining Retail, an eMarketer podcast.

B2B, not B2C: With this tool, it鈥檚 clear LinkedIn is recognizing the fact that B2B marketing is a nuanced field with distinctions from B2C marketing. One key B2B challenge is reaching the right decision-makers within companies.

B2B marketing teams rely on 蘑菇AV media solutions to elevate their thought leadership and build meaningful relationships through exclusive webinars, guides, infographics, and more. You can head to emarketer.com/advertise to learn more about our proven approach. Jasmine Enberg (00:17):.

Methodology: Data is from the June 2024 10Fold report titled "The Engagement Equation: How B2B Tech Marketers Are Creating and Delivering Content That Captivates in 2024" conducted by Sapio Research. 450 B2B marketing decision-makers in North America and Europe were surveyed online during April 2024.

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.

Videos are used by 84% of B2B marketers, second only to short articles/posts, which suggests that video is a dominant B2B marketing medium. US B2B video ad spending is projected to jump from $1.33 billion in 2022 to $2.45 billion in 2025; the percentage of B2B digital ad spending allocated to video is expected to increase from 12.5% in 2023 to 13.9% by 2025.

B2B marketing data spending will reach $3.74 billion in 2023. The YoY growth rate in 2023 will be roughly half of what it was in 2022. Macroeconomic conditions, shifting buyer dynamics, and privacy concerns will contribute to this slowdown. We expect the YoY growth rate to increase to 3.8% in 2025 as the economy improves and other concerns are mitigated.

But even without those threats, B2B marketing represents a vein of ad revenues that are somewhat untapped by Google, and are a place Microsoft can squeeze in to establish a claim. There鈥檚 clearly demand for AI in marketing. Last August, a Salesforce survey found that around 90% of marketers were using AI to automate customer interactions or for data integration.

As the number of young decision-makers only increases, social media鈥檚 importance in B2B marketing strategies is growing too. Millennials are significantly influenced by social media content when making final purchasing decisions.

US B2B marketing data spending growth remains sluggish amid economic pressures. B2B marketers are taking a cautious approach toward data investments. B2B marketing firms are spending less and focused on ROI for 2023 and 2024. Note: Respondents were asked, "Which of the following has the most impact on your multi-channel strategy?".

Methodology: Data is from the November 2023 Sagefrog Marketing Group "17th Edition: 2024 B2B Marketing Mix Report." Over 2,400 US B2B marketers were surveyed during August 1-30, 2023. Respondents were from various industries and held positions that include coordinator/specialist (33%), manager/director (32%), assistant (16%), vice president (11%), or C-level (8%).