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B2B social ad spending will account for nearly half of B2B digital ad spending in 2024, at 46.3%.

B2B, not B2C: With this tool, it’s 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.

The company’s AI assistant aims to simplify sales and marketing processes and boost efficiency.

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

First of all, we have our Principal Analyst who covers everything B2B marketing based out of Seattle. It's Kelsey Voss. Kelsey Voss (00:55):. Hey there. Marcus Johnson (00:56):. Hello, welcome back to the show. Also joined by our Senior Director of Briefings. He's based in New York City, here's Jeremy Goldman. Jeremy Goldman (01:03):. Hello there. Marcus Johnson (01:04):. Hey chap, good to have you.

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.

Go further: For more information on the B2B marketing landscape, including changes in buying behavior and customer experience, read our report, B2B Marketing Trends to Watch for in 2023.

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.