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B2B marketing teams rely on eMarketer media solutions. What for? To elevate their thought leadership. That's what. And there's more. Build meaningful relationships through exclusive webinars, guides, infographics, and more than that. How's that possible? Visit emarketer.com/advertise to find out. It's all there. Yory Wurmser (00:17):. You're seeing more direct response in out of home.

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.

Our take: B2B marketing is a safe bet for LinkedIn鈥檚 new push into advertising. LinkedIn is wise to try and turn its power users into on-platform marketers, especially since the ad downturn may make larger brands wary of trying new ad channels.

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%).

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?

MOs are under increasing pressure due to greater scrutiny and accountability for ROI; the need to balance creativity with revenue growth; and the rapid pace of technological, market, and consumer changes

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.

Marketers will spend nearly $1.6 billion on digital B2B marketing efforts in 2023. We expect that to grow to $1.77 billion in 2024. Search is still the most effective channel to reach consumers and patients who need answers to medical or care services questions. Healthcare and pharma marketers will spend $10.0 billion on search in 2023 and $10.9 billion in 2024.

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.

Some 36% of B2B professionals use email for B2B marketing, more than have implemented paid social, virtual events, and video marketing, according to Sagefrog. Despite its popularity, email marketing will account for just 0.2% of US digital ad spend this year, for a total of $667.3 million, according to our forecast.

B2B marketing teams rely on 蘑菇AV media solutions. Speaker 2 (00:03):. What for? Marcus (00:04):. To elevate their thought leadership, that's what. And there's more. Build meaningful relationships through exclusive webinars, guides, infographics, and more than that. Speaker 2 (00:12):. How is that possible? Marcus (00:13):. Visit emarketer.com/advertise to find out. It's all there. Rajiv (00:20):.

The creator economy鈥檚 role in B2B marketing was a hot topic at LinkedIn. 蘑菇AV joined a panel to discuss its future with Neil Waller, CEO of Whalar and Rahul Titus, global head of influence at Ogilvy, which won the B2B Grand Prix for a campaign that incorporated creator content.

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.

I mean B2B marketing can be incredibly stale. We're in this moment where the B2B buyer is getting younger. Sometimes it's the same person who's scrolling through TikTok looking for lipstick, who's then at least part of the decision making process for a B2B brand. So, those companies need to learn to speak their language, and who better to work with than better a creator? Alexandra Canal:. Yeah.

As buyers get younger and B2B marketing becomes increasingly digital, authenticity and experience matters more in marketing. 4. Gen Zalpha. What does it mean? A combination of Gen Z and Gen Alpha, which means anyone born after 1996. How is it used? Remember zillennials (Gen Z combined with millennials)? Gen Zalpha has taken over as the term used to refer to young folks with increasing spending power.

B2B marketing data spend will reach $3.77 billion this year, but while B2B marketers work to target key audiences, they鈥檙e not backing away from big-ticket campaigns like the Super Bowl. 5. Sports betting gets meta. Molson Coors and DraftKings teamed up to create a combined ad for the beverage company and sports betting site.

鈥淚 deal so much with our product engineering team and all of the deferred maintenance tasks that can get hidden in the road map, where you just can鈥檛 push the big innovation through fast enough,鈥� said Lizzie Widhelm, senior vice president of B2B marketing and ad innovation at SiriusXM.

For example, PMG鈥檚 client SurveyMonkey is using business influencers on TikTok (not usually a B2B marketing strategy) to complement product-first content on LinkedIn. But if you鈥檙e looking for more down-funnel action, it鈥檚 important to understand your audience and which influencers are best for the job, said Joshua Carter, senior director of PR, social media, and influencer partnerships at Shutterfly.

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