In 2024, generative AI (genAI) will reshape B2B marketing. Marketers and their firms will need to tackle this evolving technology to use it effectively. GenAI will bring to the forefront the importance of brand reputation, data quality, and system integrations—and it will foster an uptick in human interactions.
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| Dec 8, 2023
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| Oct 11, 2023
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’s the case for B2B marketing on TikTok.
Article
| Jan 2, 2024
Forecasts
| Aug 12, 2023
Source: Insider Intelligence | eMarketer
US B2B marketing data spending will grow 2.5% in 2024, up slightly from 2023’s 2.3% growth but still below pandemic growth rates of over 4%, per our forecast.
Article
| Oct 19, 2023
B2B marketing leaders have lost their focus on the benefits of email marketing. Email is a key distribution channel, and investments will allow relevant messages with high engagement rates and ROI to be delivered efficiently and effectively.
Report
| Mar 2, 2023
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 “disinvesting” from technologies that fail to provide the desired outcomes.
Article
| Oct 4, 2023
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| Jan 20, 2023
This is crucial for trust-building.”. 6 in 10 B2B marketing leaders worldwide plan to use in-person events as a top marketing technique next year, per a May 2023 LinkedIn survey conducted by Ipsos. A quarter of US B2B marketers say their leading areas of spend are on in-person tradeshows and events, per August 2023 Sagefrog Marketing Group data.
Article
| Dec 21, 2023
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| Oct 18, 2023
Source: MarketingProfs; Content Marketing Institute (CMI); Brightspot
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.
Article
| Mar 28, 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.
Article
| Apr 12, 2024
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?
Article
| Feb 13, 2024
Report
| Aug 15, 2022
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.
Report
| Sep 29, 2023
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.
Report
| Jan 30, 2024
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%).
Article
| Jan 2, 2024
Events are a core B2B marketing channel and a top ROI-producing activity when executed strategically. Marketers have event format options, but they’re reaffirming their preference for in-person events over virtual ones for better engagement, leads, and brand trust. In-person events are seeing a revival. In-person events will be a key channel in 2024.
Report
| Apr 22, 2024
Content marketing is essential in B2B marketing. But too often, companies focus on marketing tactics instead of grounding their approach in strategy. B2B CMOs can improve results by elevating a quality content marketing strategy to align with their company’s business objectives.
Report
| Jun 17, 2022
The B2B buyer is younger, digital-first, and dominates the share of voice online. They’re demanding, but they’re 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’s importance in B2B marketing strategies is growing too.
Article
| Jul 5, 2023
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| Aug 1, 2023
Source: Insider Intelligence | eMarketer
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| Aug 1, 2023
Source: Insider Intelligence | eMarketer
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| Aug 1, 2023
Source: Insider Intelligence | eMarketer
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| Aug 1, 2023
Source: Insider Intelligence | eMarketer
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| Aug 1, 2023
Source: Insider Intelligence | eMarketer