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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.

B2B companies are fighting over limited spend. In a flat economy, 鈥測ou鈥檙e going to have to take share,鈥� said Bruce Biegel, senior managing partner at Winterberry Group, during our 鈥淯nderstanding the New Buyer Journey鈥� Tech-Talk Webinar. That means focusing on retention, upselling, and cross-selling before pushing back toward acquisition in the long term. Here are six things to keep in mind during the process.

Half of US B2B marketers say that email marketing is the channel that has the biggest impact on their multichannel strategy, outpacing social media (33%) and content marketing (26%), per April 2023 Ascend2 and Zoominfo data.

Although a fraction of india鈥檚 overall digital ad market, B2B digital ad spending will grow steadily, with a 27.9% increase forecast for 2024, demonstrating India鈥檚 expanding enterprise sector. The services industry dominates India鈥檚 digital ad impressions are dominated by the services sector鈥�51% of the total pie in Q1 2024. That鈥檚 followed distantly by banking and finance at 7%.

Half of US B2B marketers say that social media contributes most to achieving top-of-funnel goals, per Ascend2. Email (43%) and in-person/live events (34%) were the second- and third-most effective top-of-funnel tactics.

31% of US B2B marketers are using AI for chatbots, coding, and design, according to an August 2023 survey from Sagefrog Marketing Group. Another 30% are using AI for content and presentations.

B2B is the largest segment of overall US payment volume, holding roughly five times that of consumer payments. It has been slower to digitize than the consumer sector, but finally passed the tipping point during the pandemic. Even now, almost a third of the market is up for grabs.

Fifty-seven percent of B2B marketers said creating the right content is a challenge.

A more accessible and expansive Walmart+ membership will help the retailer to reach 29 million subscribers this year, while in-store retail media formats could boost ad revenues. A push into B2B, logistics, and international markets may also prove lucrative.

On today's episode, we discuss how customer programs are moving into the spotlight, why buyers are rejecting traditional B2B experiences, how influencer marketing will find its way into the business world, and more. Tune in to the discussion with our analyst Kelsey Voss.

US B2B Payments Forecast 2024 (蘑菇AV subscription required). Methodology: Data is from the January 2025 J.P. Morgan report titled "2025 US Business Leaders Outlook." 1,641 US business leaders from midsize companies were surveyed online during November 12-December 4, 2024. The margin of error is +/-3.6 percentage points at the 95% confidence level.

After years of stronger growth during the pandemic, increases to marketing data outlays are slowing thanks to tighter marketing budgets, privacy regulations, and a need to show ROI.

Gopuff looks to diversify its revenue streams: The company launched a platform to allow brands to fulfill ecommerce orders on their own websites.

Forty-two percent of marketers said they plan on exploring AI and automation as a strategy in 2023, according to an August 2022 Sagefrog survey

The company operates in the B2B healthcare market, selling its digital health programs to employers and health plans that offer Catapult鈥檚 services to their members. What鈥檚 in it for Teladoc: Its post-acquisition plan is to sign up Catapult patients for Teladoc鈥檚 chronic condition management programs for diabetes, hypertension, pre-diabetes, and weight management.

These innovations in video generation come at an opportune time鈥�61% of B2B marketers worldwide plan to increase their spending on videos this year, per CMI. Our take: Major brands like Dentsu, Gatorade, and Stagwell are already testing Firefly, signaling wider enterprise adoption.

The No. 1 factor that impacts marketing and planning spending is the economic climate for B2B marketers and corporate financial performance for B2C marketers.

B2B marketers are increasingly targeting younger, digital-first audiences on social media platforms, we noted in our B2B Digital Ad Spend Forecast 2023 report. While LinkedIn and Meta will account for a combined 42.2% of US B2B digital ad spend in 2024, according to our forecast, TikTok is emerging as a contender for organic and creator-based B2B marketing. Here鈥檚 the case for B2B marketing on TikTok.

B2B ad spending will total over $35 billion this year, up 9.3% from 2022, according to our forecast. As millennials and Gen Zers become the dominant players in the buying process this year, B2B marketing will shift to keep up with their digital inclinations. Expect B2B marketers to take a page out of consumer marketing and invest more in influencers.

B2B marketing is shifting to become more customer-focused and digitally oriented, which means the processes, people, and technology of B2B companies all need to follow suit. Here are five charts to help you stay ahead of the curve.

In 2023, US B2B spend on third-party marketing data will increase 3.2%, a slight slowdown from the past three years, according to our forecast. Next year, growth will rebound and spend will approach $4 billion.

Martech spending will be more conservative compared with previous years. Though economic forecasts are improving, B2B firms are still laying off staff and tightening their belts. Firms are reevaluating and consolidating their tech setups to maximize ROI. Many are 鈥渄isinvesting鈥� from technologies that fail to provide the desired outcomes.