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This strategic shift will require startups to demonstrate to B2B customers that their platforms generate a return on investment (ROI) and deliver clinical outcomes. B2B buyers like hospitals have dealt with negative operating margins throughout the pandemic, driven by labor shortages, rising expenses, and low patient utilization.

Amazon redirects its focus to One Medical: 础尘补锄辞苍鈥檚 recent One Medical acquisition gives the tech giant far more B2B clients than it could ever score on its own. One Medical鈥檚 services reach nearly 8,000 employers in 25 US markets. Plus, One Medical already offers its own virtual care services in addition to in-person clinics.

础尘补锄辞苍鈥檚 B2B telehealth service, Amazon Care, never gained enough traction among employer clients and announced in August it would shut down at the end of the year. But the Big Tech giant quickly pivoted, launching a D2C virtual care clinic (Amazon Clinic) in November, offering message-based healthcare services to adults ages 18 to 64 who live in one of 32 states.

Email is a leading marketing tactic for B2B. 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.

On today鈥檚 podcast episode of The Banking & Payments Show, we do a deep dive into Maria Elm鈥檚 蘑菇AV report, The Bank in 2030. In the 鈥楽tory by Numbers鈥� segment, we find out how banks will promote their brands to consumers in the future. We argue nicely in the 鈥楩or Argument鈥檚 Sake鈥� segment about the end of banks as we know it and if it鈥檚 true that 90% of consumer-serving banks and credit unions won鈥檛 exist by 2030. Listen to the conversation with host, Rob Rubin, and analysts Maria Elm and Tiffani Montez.

On today's podcast episode, we discuss how Meta has been able to sustainably grow revenue again, whether or not it can actually be 鈥渢he most used AI assistant in the world by the end of the year鈥�, and what is atop the Meta threats list. Tune in to the discussion with host Marcus Johnson and vice president and analyst Jasmine Enberg.

Combined martech spending by B2C and B2B firms will hit $21.14 billion in 2022. Fueled primarily by a pandemic-induced rush to digital communication, martech spending saw a bumper year in 2021. We expect the annual growth rate to slow in 2022 but remain in the double digits through 2024, when spending will reach $27.11 billion. B2C martech spending鈥檚 growth rate lags slightly behind that of B2B.

And in June it launched more than 100 new tools that push it deeper into business-to-business (B2B) ecommerce, offline and local retail, and social commerce. The big takeaway: Shopify CEO and founder Tobi L眉tke has long said that he is 鈥渢rying to arm the rebels鈥� with the tools they need to challenge 础尘补锄辞苍鈥檚 ecommerce empire.

DK: What truly differs is how you apply the marketing tools to the B2B purchase journey. Especially when I compare my role today to being a retail CMO, the scale is often very different鈥攈ow you use various media channels is different for higher-consideration purchases with a much smaller pool of buyers and how you measure efficacy varies.

An influencer who has mastered the art of B2B social platform LinkedIn. How is it used? The same way 鈥渋nfluencer鈥� would be used in any creator economy conversations, but specific to LinkedIn. Why should you care? More than 1 in 5 people in the US are on LinkedIn, and both the creator economy and B2B ad spend are growing, according to our forecast.

How Can B2B Marketers Take Advantage of AI in Email Marketing? (蘑菇AV subscription required). Answering 4 questions marketers have about personalization and generative AI. Methodology: Data is from the February 2024 ActiveCampaign and Ascend2 report titled "Coupons, Discounts & BOGOs, Oh My!" 1,044 US adults ages 18+ were surveyed online during October 2023.

B2B spending in 2022 will account for 8.7% of the vertical鈥檚 total digital ad spending.

Firms can harness fraud-fighting tools: Jack Henry and other B2B payment firms can win new clients through their technology鈥檚 fraud-preventing potential. Companies that embrace this tech can bolster their reputations and attract new users who may be concerned about the risk of fraud on P2P payment apps.

B2B CMOs need to consider identity resolution solutions in their stack. With the deprecation of third-party identifiers and new data privacy initiatives, CMOs will need to have the right technology in place before Google phases out third-party cookies in Chrome and mobile advertising IDs (MAIDs) on its Android devices. It鈥檚 necessary to have鈥攁nd show鈥攎arketing ROI.

Brand marketing matters, even for B2B companies. Focusing only on performance marketing works only in the short term, said Angelique Temple, CMO of WeTransfer. B2B buyers are real people, so maintaining a social presence the same way a D2C company might is vital.

The grocery question: While 础尘补锄辞苍鈥檚 earnings release highlighted the company鈥檚 achievements in ecommerce, AWS, advertising, generative AI, and even its B2B business, it stayed mum on grocery鈥攁n indication that the company is struggling to figure out a path forward in that highly competitive sector.

JPMorgan also launched Commerce Solutions, a suite of payments infrastructure and applications, including cloud-based payments tech, aimed at helping merchants accept consumer and B2B payments. Biometric benefits:. Biometric payments could save time for merchants while boosting sales and user loyalty. For consumers, JPMorgan claims the payments will be quick, phone-free, secure, and simple.

A 2023 study found only 5% of B2B marketers were using genAI to produce videos, a stark contrast to the 51% who used it for brainstorming and the 45% for researching headlines. However, a Capgemini report from October suggests a shift in perspective, with CMOs and executives worldwide predicting image and video generation will rise to a mainstream generative AI application in the next few years.

More Chart of the Day:. 9/22 - B2B digital ad spend growth lags. 9/21 - Subscribe and save. 9/20 - Banking on traditional. 9/19 - Top platforms by influencer marketing spending. 9/18 - Temu vs. Amazon, Target, and Walmart.

B2B and personal finance ads in the Super Bowl leverage whimsical, creative ads for tools that aren鈥檛 associated with entertainment. This is an extension of an overarching trend of B2B brands recognizing that their buyers are business people, but they鈥檙e also consumers. That means their ads should be consumer-oriented. 5. That weird celebrity stunt is probably a Super Bowl ad.

In part one of this two-part podcast episode on the Google antitrust ruling, we discuss the reasons US district Judge Amit Mehta decided that Google鈥檚 search business constitutes an illegal monopoly and what penalties he is likely to dish out at a hearing in September. Tune in to the discussion with host Marcus Johnson, analyst Max Willens and vice president of content Paul Verna.

More Chart of the Day:. 9/26 - Everybody loves YouTube. 9/25 - Show me the app money. 9/22 - B2B digital ad spend growth lags. 9/21 - Subscribe and save. 9/20 - Banking on traditional. Note: Respondents were asked, "Which generative AI platforms are local marketers experimenting with most?".

Walmart looks to carve out a share of the $1.857 trillion B2B ecommerce market. 5 things to know about Prime Day shoppers. More Chart of the Day:. 7/24 - Peak TV. 7/21 - Threads count. 7/20 - Snapchat leads in global user growth. 7/19 - Social B2Butterfly. 7/18 - Top 10 countries on Threads.

We estimate that US B2B video ad spend were nearly double in terms of total dollars by 2022. From 2022 to 2025 as a percentage of B2B digital ad spend allocated to video, that's expected to reach 14% by then. That's what we've got time for the debate portion of our show. We move of course to our last segment. It is time for dinner party data.

LinkedIn is the social platform the most marketers worldwide (70%) are confident will deliver a positive ROI, per an August 2023 survey from Hootsuite.