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B2B marketers invested heavily in data during the pandemic as in-person leads dried up. Now, B2B firms are having to make do with tighter budgets, forcing them to make cuts on nonessential spending, according to our US B2B Marketing Data Spending Forecast 2023 Update report.

B2B marketers seek the best bang for the buck: Professionals plan to spend more on technology but will focus on tools that can deliver tangible impacts on marketing goals.

Email marketing is the top area where US B2B and B2C marketers have increased their direct marketing budget in the past 12 months (62%), according to a survey from SeQuel Response and ISG.

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?".

More Chart of the Day:. 9/28 - Amazon shoppers keep it Fresh. 9/27 - ChatGPT wins for SEO professionals. 9/26 - Everybody loves YouTube. 9/25 - Show me the app money. 9/22 - B2B digital ad spend growth lags.

More Chart of the Day:. 9/27 - ChatGPT wins for SEO professionals. 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.

More Chart of the Day:. 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. 9/19 - Top platforms by influencer marketing spending. Methodology: Data is from the August 2023 Kagan survey titled "U.S. Q1 2023 Consumer Insights." Approximately 2,500 adult internet users ages 18+ were surveyed online during March 2023.

AI enhances B2B advertising: LinkedIn鈥檚 latest feature levers OpenAI models to improve ad creation efficiency.

They have a clear mission about, this is a nice place to have a strong messaging experience, feel a little bit better about your social media experience, but they don't have enough monetizable service areas to get most people's ad dollars. That's arguably why they might be doing a little bit better with small and mid-sized businesses.

B2B marketers became more focused on data during the pandemic when in-person events鈥攁 classic way of collecting first-party leads鈥攃eased 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.

B2B digital ad spend growth will slow while social, display, and mobile gain ground. The state of programmatic advertising in 5 charts. More Chart of the Day:. 9/13 - Calling on mcommerce. 9/12 - Biometrics don鈥檛 pass the trust test. 9/11 - Customer service calls. 9/8 - Do we have your attention? 9/7 - Influential social spend.

Video marketing is essential for B2B success. From short-form social media videos to AI-driven content, this report explores strategies, platforms, and innovations shaping B2B video marketing in 2024.

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.

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.

Our take: Even if retail media makes up a small overall portion of some retailers鈥� business, the potential to capture millions in ad spending and rapidly drive revenue growth is making it a crucial sector for the next generation of advertising talent and leadership.

Social media is the most effective B2B channel for driving revenues in 2023, according to 60% of US B2B marketers, per Wpromote and Ascend2.

LinkedIn flexes B2B advertising鈥檚 strength. After hitting 1 billion global users thanks to strong growth abroad, LinkedIn looks to video to increase engagement and ad revenues. Sports drove streaming and CTV to a record quarter. The Olympics drove heavy ad spending and viewership for streaming services, which continue to make inroads with users. YouTube gives streamers a run for their money.

LinkedIn is the social platform most commonly used by B2B marketers and their clients worldwide, according to a LinkedIn survey conducted by Ipsos. YouTube takes second place, followed by Facebook and Instagram.

After an unexpectedly solid 2023, the good times will continue for ad spending in most US industry verticals in 2024. Telecom will lead in growth, and numerous categories will outpace their 2023 increases. A few unusual results are on tap as well.

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.

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

Better measurement would unlock more ad spend across channels, but marketers are still scrambling to determine the best identity solutions. 5. B2B faces unique challenges. B2B marketers struggle to replace third-party data because they鈥檙e less likely to have their own data.

From ad dollar spend to influencers and connected TV, we deliver daily insights on media, marketing, and advertising. Not a subscriber? Sign up here and get our quizzes sent directly to your inbox to see if you can pick a winner. Help us research B2B advertising and enter for the chance to win a $100 Amazon gift card. Take our survey here. February 5, 2025.

Keeping it professional for B2B customers: Lowe鈥檚 and The Home Depot both expanded their professional loyalty programs earlier this year, with Lowe鈥檚 introducing MVPs Pro Rewards and The Home Depot expanding Pro Xtra. The new tiers and a training program to address the US labor shortage focus on fostering relationships with contractors and construction businesses.