蘑菇AV

But even without those threats, B2B marketing represents a vein of ad revenues that are somewhat untapped by Google, and are a place Microsoft can squeeze in to establish a claim. There鈥檚 clearly demand for AI in marketing. Last August, a Salesforce survey found that around 90% of marketers were using AI to automate customer interactions or for data integration.

Misalignment between B2B marketing and sales is all too common, and notoriously difficult to resolve. But there are ways marketing leaders and their teams can prioritize issues for better, more productive relationships with sales. Key Question: What are the steps marketing leaders can take to improve alignment with sales?

Our take: B2B marketing is a safe bet for LinkedIn鈥檚 new push into advertising. LinkedIn is wise to try and turn its power users into on-platform marketers, especially since the ad downturn may make larger brands wary of trying new ad channels.

US B2B marketing data spending growth remains sluggish amid economic pressures. B2B marketers are taking a cautious approach toward data investments. B2B marketing firms are spending less and focused on ROI for 2023 and 2024. Note: Respondents were asked, "Which of the following has the most impact on your multi-channel strategy?".

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%).

As a result, LinkedIn will continue to be a large part of B2B marketing budgets; B2B ad spending on the platform will grow 29.7% YoY in 2022, slowing to 21.9% in 2024. By then, LinkedIn鈥檚 ad revenues will grow 22.5% YoY, the fourth highest rate for US social media platforms, behind only TikTok, Snapchat, and Reddit.

Traditional B2B marketing strategies no longer resonate as well with buyers,鈥� said Voss. 鈥淭hey expect a consumer-like buying experience.鈥�. That shift is playing out in the top three marketing tactics B2B marketers are focused on:. Personalized content and offers. Customer loyalty programs. Virtual events and webinars.

Methodology: Data is from the June 2023 LinkedIn report "The B2B Marketing Benchmark" conducted by Ipsos. 1,954 B2B marketers worldwide from various industries were surveyed during March 24-May 5, 2023 by Ipsos. Respondents were marketing leaders and CFOs with job title of C-level executives (n=751) or Senior Manager/Director/VP/President (n=1,203).

Healthcare and pharma marketers will spend nearly $1.4 billion on digital B2B marketing efforts in 2022. B2B spending in 2022 will account for 8.7% of the vertical鈥檚 total digital ad spending.

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?

Marketers will spend nearly $1.6 billion on digital B2B marketing efforts in 2023. We expect that to grow to $1.77 billion in 2024. Search is still the most effective channel to reach consumers and patients who need answers to medical or care services questions. Healthcare and pharma marketers will spend $10.0 billion on search in 2023 and $10.9 billion in 2024.

Traditional B2B marketing strategies no longer resonate as well with buyers, who now expect a consumer buying experience. Digital advertising helped B2B companies adjust quickly to this new behavior, and advertisers and marketers turned to proven B2C digital tactics to attract prospects.

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.

As for its improved creator tools, LinkedIn鈥檚 moves evidence a greater trend of B2B marketing getting younger and more social media driven. Retail media. What鈥檚 new: Microsoft introduced its new Microsoft Advertising Network for retail, which is aimed at helping retailers launch and maintain media networks.

I would also say that building an ownable brand supported by strong, relevant messaging and storytelling is often more critical in B2B marketing. Traditionally, there has been a lot of focus on the sales narrative. As purchase behaviors change, I鈥檓 seeing a need for more focus on improving our storytelling in marketing to break through the competitive clutter and drive recall.

As buyers get younger and B2B marketing becomes increasingly digital, authenticity and experience matters more in marketing. 4. Gen Zalpha. What does it mean? A combination of Gen Z and Gen Alpha, which means anyone born after 1996. How is it used? Remember zillennials (Gen Z combined with millennials)? Gen Zalpha has taken over as the term used to refer to young folks with increasing spending power.

B2B marketing data spend will reach $3.77 billion this year, but while B2B marketers work to target key audiences, they鈥檙e not backing away from big-ticket campaigns like the Super Bowl. 5. Sports betting gets meta. Molson Coors and DraftKings teamed up to create a combined ad for the beverage company and sports betting site.

鈥淚 deal so much with our product engineering team and all of the deferred maintenance tasks that can get hidden in the road map, where you just can鈥檛 push the big innovation through fast enough,鈥� said Lizzie Widhelm, senior vice president of B2B marketing and ad innovation at SiriusXM.

For example, PMG鈥檚 client SurveyMonkey is using business influencers on TikTok (not usually a B2B marketing strategy) to complement product-first content on LinkedIn. But if you鈥檙e looking for more down-funnel action, it鈥檚 important to understand your audience and which influencers are best for the job, said Joshua Carter, senior director of PR, social media, and influencer partnerships at Shutterfly.

B2B digital ad spending will continue to grow at a slower pace across key industries in 2023. More B2B buyers are millennials and Gen Zers, shifting ad buys from search to display, from Google to social media, and from desktop to mobile.

Over the weekend, thousands of alleged Google Search API documents were leaked. The highly technical documents purport to cover Google鈥檚 over 14,000 ranking factors, how link value and click behavior are evaluated, and how Google classifies smaller sites. But for the average marketer focused on building a brand, the news may be more exciting than actionable.