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B2B marketers will increase spending on third-party data through 2024, but at a much slower pace than during the pandemic due to privacy regulations and economic conditions.

Consumer device and behavior trends are affecting payment providers鈥� strategies across retail, P2P, B2B, disbursement, and cross-border channels. Here鈥檚 what that means for the payments ecosystem.

Younger buying committees, demands for B2C experiences, complicated tech stacks, and economic uncertainty will require B2B marketers to adjust their strategies in 2023.

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.

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

Adobe's research shows B2B tech marketers are acutely aware of these challenges, with 55% citing quality and customer trust as their top concern in managing AI-generated content, followed closely by content monitoring at 53%. Consumer skepticism remains high, with 65% of US adults feeling uncomfortable with AI-generated content in ads, suggesting businesses must be transparent about their AI usage.

Ad pitch: LinkedIn is also incorporating AI into its ad business with tools to help B2B marketers optimize campaigns and ad targeting. The black box AI tool, called Accelerate, analyzes factors like user behavior, website visits, and video views, then automatically adjusts campaigns to increase conversion rates.

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

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

Email is the top area where marketers are increasing their budgets. Some 62% of US B2B and B2C marketers had increased their email marketing campaign in the past 12 months, according to April 2023 data from SeQuel Response and ISG. But recent email updates from Apple and Gmail add new challenges to email marketing, especially for B2B marketer.

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

Instead, the service is likely mostly being used for business-to-business (B2B) or interbank transactions. We still believe FedNow will be a game changer for consumer bill payments, and FedNow touted bill pay as a main use case for the service in July. But it may take years before consumers can use the service more broadly鈥攚hether for bill pay or other use cases.

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.

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.

US B2B digital ad spend growth rates for key sectors like tech, finance, healthcare, and telecom will be 13.2 percentage points lower on average between 2023 to 2025 compared with 2017 to 2019, according to our forecast.

B2B digital ad spend growth is leveling out after a pandemic boom. Budgets for advertisers will be relatively flat throughout our forecast period. But significant shifts are happening in the way advertisers spend on digital ads.

Nipendo specializes in B2B payments automation, which can help Amex attract new business and compete more aggressively.

What鈥檚 happening? Active user figures are falling on both X (the platform formerly known as Twitter) and Meta鈥檚 Threads, which started strong but has stumbled recently, with more than 80% of users logging off. Their loss could be LinkedIn鈥檚 gain, as both Gen Z use of the platform and B2B ad spend there increase.

The B2B buyer is younger, digital-first, and dominates the share of voice online. They鈥檙e demanding, but they鈥檙e also more engaged in the buying process. And they look to social content for education, inspiration, and solutions. As the number of young decision-makers only increases, social media鈥檚 importance in B2B marketing strategies is growing too.

Amazon looks to its B2B ecommerce division for growth: The retail giant sees significant opportunities to expand Amazon Business into new markets in Europe and elsewhere.