蘑菇AV

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.

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.

LinkedIn is partnering with B2B influencers to drive strong engagement across its platform, with clickthrough rates (CTRs) up to 5.4%. At events like B2Believe, influencer-led content and video campaigns have amplified reach and sparked high-value conversations. AI streamlines workflows, but strategy still needs a human touch.

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.

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.

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.

Every major industry will increase total ad spend in the next two years, with media and entertainment leading the pack. Programmatic and B2B ready for a digital shift, while mobile remains dominant with in-game advertising. Here are four takeaways from 蘑菇AV鈥檚 Industry Ad Spending Benchmarks: Q4 2024 and what they mean for the upcoming years.

LinkedIn debuts campaign-creation tool powered by generative AI: Platform is out to address unique challenges in reaching B2B decision-makers.

Explore the benefits of B2B loyalty programs that generate 32% more long-term clients. Find out how personalized rewards and strategic value can strengthen your customer relationships and drive repeat business.

As time spent on connected TV (CTV) grows faster than any other major media formats this year, B2B marketers are taking note. Learn how B2B marketers can incorporate CTV in their media mix.

GenAI can help B2B marketers rapidly generate first drafts for all content types (e.g., blogs, white papers, social media posts).

Ghost eyes an opportunity helping brands move surplus goods: The private B2B marketplace aims to address market inefficiencies by connecting brands with buyers of surplus and goods online.

US B2B digital ad spend will increase by 14.9% this year to reach $18.34 billion, per our August 2024 forecast.

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

B2B marketers must be aligned with sales to drive revenue and business growth. This might seem a herculean task, but there are ways leaders can surmount relationship, communication, and data challenges and successfully align on shifts in B2B buying.

LinkedIn introduces new marketing tools: Video ads and AI integration enhance B2B engagement and efficiency.

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

LinkedIn tests TikTok-like video feed: The strategic move would improve discovery and engagement with B2B short-form content.

Global B2B digital ad spending to reach $48 billion by 2026: Growth driven by digital adoption and emerging market expansion.

More than four in 10 B2B marketers in North America and Europe plan to increase social media content (46%) and video (41%) distribution this year, according to April 2024 data by 10Fold and Sapio Research.

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

A B2B influencer is an expert or thought leader in a specific industry or professional niche. They can help a B2B company stand out in a competitive market, reach its target audience, and guide informed purchasing decisions through insights and recommendations

Social media is the most effective B2B channel for driving revenues in 2023, according to 60% of US B2B marketers, per Wpromote and Ascend2.

Walmart taps B2B to grow its margins: The retail giant is adding new products and tools to Walmart Business to attract more B2B customers and drive loyalty.

B2B is the largest segment of US payment volume. We expect US B2B payment value to grow 3.6% annually in 2024, led by ACH and cards.