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

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.

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 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.

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.

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.

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.

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 蘑菇AV reports:. US B2B Digital Ad Spending Forecast 2024 (Subscription required). How CMOs Are Maximizing ROI (Subscription required).

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.

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.

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.

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?".

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.

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.

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%).

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.

Misalignment between B2B marketing and sales is all too common, and notoriously difficult to resolve. But there are ways marketing leaders and their teams can prioritize issues for better, more productive relationships with sales. Key Question: What are the steps marketing leaders can take to improve alignment with sales?

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).

Should you be using TikTok for B2B marketing? Extending OOH campaign reach through social media traffic.

Methodology: Data is from the June 2023 LinkedIn report "The B2B Marketing Benchmark" conducted by Ipsos. 1,954 B2B marketers worldwide from various industries were surveyed during March 24-May 5, 2023 by Ipsos. Respondents were marketing leaders and CFOs with job title of C-level executives (n=751) or Senior Manager/Director/VP/President (n=1,203).

Should you be using TikTok for B2B marketing? Email marketing is the most impactful channel for B2B marketers. How Can B2B Content Marketers Successfully Integrate GenAI?

A longtime staple of B2B marketing, LinkedIn has been gaining more popularity among B2C marketers as the platform introduces new ad formats and promises a brand-safe environment, according to our LinkedIn Marketing 2024 report. Creators are also ramping up their involvement on LinkedIn, diversifying their revenue streams so they鈥檙e not dependent on one specific platform, per our report.

Evaluate B2B marketing strategies. Enhance product discovery tools. More like this:. Retailer SMS marketing gets a boost from generative AI. Email marketing is the most impactful channel for B2B marketers. Five ways AI supports email marketing. 5 charts showing the potential of text message (SMS) marketing.

As for its improved creator tools, LinkedIn鈥檚 moves evidence a greater trend of B2B marketing getting younger and more social media driven. Retail media. What鈥檚 new: Microsoft introduced its new Microsoft Advertising Network for retail, which is aimed at helping retailers launch and maintain media networks.