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
Report
| Jan 20, 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
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 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.
Article
| Feb 6, 2023
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.
Article
| Jan 26, 2023
Article
| Feb 17, 2023
The B2B market is facing younger buying committees, shifts in expectations about the purchase process, overcomplicated tech stacks, and uncertain economic conditions. These factors are changing how marketers can reach, engage with, and retain business customers, according to our analyst Kelsey Voss. Here are five predictions for how these factors will impact your B2B marketing next year.
Article
| Dec 16, 2022
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
B2B marketers became more focused on data during the pandemic when in-person events—a classic way of collecting first-party leads—ceased to be an option, and they shifted more resources toward digital. Despite a drop in growth in 2023, data spending will hit $3.91 billion by 2024.
Article
| Jan 25, 2023
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
B2B marketers are turning to owned data to drive results. With the depreciation of third-party data and stricter privacy regulations, marketers are prioritizing first-party data as a reliable resource for secure and ethical practices.
Article
| Dec 17, 2024
B2B marketing also saw notable gains. LinkedIn hit a milestone with more than 1 billion members worldwide. The professional networking giant’s revenues increased 10% YoY in its fiscal Q1 FY25 (ended September 30, 2024). Member growth in emerging markets like India and Brazil grew by double-digits. Video content emerged as LinkedIn's new powerhouse.
Report
| Nov 22, 2024
Portions of the industry are also heavily B2B focused, and display is often better suited for B2B marketing campaigns. Telecoms are heavy brand advertisers focused on nationwide campaigns, as evidenced by the messaging wars between the major US telecom providers. Tech also leans heavily mobile, while travel and healthcare are again outliers in the other direction.
Report
| Sep 23, 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
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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
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| Dec 2, 2022
Source: eMarketer
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| Aug 1, 2023
Source: Insider Intelligence | eMarketer
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| Dec 2, 2022
Source: eMarketer
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| Oct 14, 2022
Source: eMarketer
Methodology: Data is from the June 2024 10Fold report titled "The Engagement Equation: How B2B Tech Marketers Are Creating and Delivering Content That Captivates in 2024" conducted by Sapio Research. 450 B2B marketing decision-makers in North America and Europe were surveyed online during April 2024.
Article
| Aug 21, 2024