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Social media is crucial for B2B marketing success. However, B2B marketers鈥� ages may be affecting their campaigns鈥� effectiveness. Younger B2B marketers are leading the way in leveraging social media and data-driven strategies.

Social media is crucial for B2B marketing success. In 2024, B2B marketers are embracing influencer marketing and video, integrating AI, and focusing on the importance of authenticity. B2B marketers can gain insights for enhancing brand awareness, optimizing campaigns, and building meaningful connections with target audiences.

LinkedIn expands AI-powered Accelerate tool globally: The platform introduces new ad formats and event features, enhancing its B2B marketing capabilities.

Podcasts surge in B2B marketing: 36% of B2B marketers plan to use them, citing flexibility and trust-building attributes.

Video has emerged as the most effective type of B2B marketing content and is a key component in the marketing distribution mix, ranking a close second to social media content.

In 2025, three key trends reflect a new era in B2B marketing, where AI-powered efficiency, ethical data practices, and authentic brand interactions converge. Marketers who prioritize these strategies will optimize their campaigns and drive stronger, trust-based relationships that set them apart in a competitive market. The use of AI-powered data is ramping up.

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鈥攁nd it will foster an uptick in human interactions.

LinkedIn introduces new marketing tools: Video ads and AI integration enhance B2B engagement and efficiency.

The Significant Role of Video in B2B Marketing. Video has emerged as the most effective type of B2B marketing content and is a key component in the marketing distribution mix, ranking a close second to social media content. Many B2B marketers now prioritize video content on social media, and short-form videos are proving to be the most effective.

Generative AI for B2B Marketing (蘑菇AV subscription required). Note: B2B digital advertising includes the advertising of products and services to businesses or other organizations for use in the production of goods, business operations, and resale. It does not include advertising efforts aimed toward individual consumers.

As global businesses continue to prioritize digital channels, B2B marketing will likely to take on a more prominent role in overall digital ad strategies. Go further: Consult our global B2B forecasts.

Dive deeper: Read our Generative AI for B2B Marketing report.

Intuit Mailchimp used AI to create a B2B marketing campaign focusing on the 鈥渃lustomer,鈥� the amorphous and diverse audience brands must reach with ads. The resulting ad performed in the top 5% of Ipsos ads, a success which Intuit Mailchimp CMO Michelle Taite attributed to the team鈥檚 willingness to experiment with AI.

Use this chart: Marketers and retailers can use this chart to strategize B2B advertising across digital platforms and justify increased investment in B2B marketing. Related 蘑菇AV reports:. US B2B Digital Ad Spending Forecast 2024 (Subscription required). How CMOs Are Maximizing ROI (Subscription required).