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Half of US B2B marketers say that email marketing is the channel that has the biggest impact on their multichannel strategy, outpacing social media (33%) and content marketing (26%), per April 2023 Ascend2 and Zoominfo data.

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.

After years of stronger growth during the pandemic, increases to marketing data outlays are slowing thanks to tighter marketing budgets, privacy regulations, and a need to show ROI.

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.

LinkedIn debuts campaign-creation tool powered by generative AI: Platform is out to address unique challenges in reaching B2B decision-makers.

US B2B digital ad spend growth rates for key sectors like tech, finance, healthcare, and telecom will be 13.2 percentage points lower on average between 2023 to 2025 compared with 2017 to 2019, according to our forecast.

B2B digital ad spend growth is leveling out after a pandemic boom. Budgets for advertisers will be relatively flat throughout our forecast period. But significant shifts are happening in the way advertisers spend on digital ads.

What’s happening? Active user figures are falling on both X (the platform formerly known as Twitter) and Meta’s Threads, which started strong but has stumbled recently, with more than 80% of users logging off. Their loss could be LinkedIn’s gain, as both Gen Z use of the platform and B2B ad spend there increase.

Marketing sits at the executives’ table—but still could use some respect: A survey shows that despite its expanding role in driving growth, many banks still view marketing mostly as an expense.

Data center industry growth is on the horizon as AI adoption rises, with cloud giants like AWS leading the shift from the “Cloud Era” to the “AI Era.”

For Wix, consolidating its marketing stack not only improves internal alignment but also results in an improved customer experience. The website-building company operates with teams worldwide, and is currently scaling down from about seven different marketing automation platforms.

YouTube has expanded its affiliate shopping capabilities and eligibility for the YouTube Partner Program in order to maintain the strength of its creator relationships. But livestream commerce may factor more into YouTube’s future.

A more accessible and expansive Walmart+ membership will help the retailer to reach 29 million subscribers this year, while in-store retail media formats could boost ad revenues. A push into B2B, logistics, and international markets may also prove lucrative.

B2B companies are fighting over limited spend. In a flat economy, “you’re going to have to take share,” said Bruce Biegel, senior managing partner at Winterberry Group, during our “Understanding the New Buyer Journey” 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.

Walmart taps B2B to grow its margins: The retail giant is adding new products and tools to Walmart Business to attract more B2B customers and drive loyalty.

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 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.

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.

On today's episode, we discuss the Cannes Lions International Festival of Creativity 2023—the best conversations from the event, the value of being there, what we heard from marketers, and what we didn't. Tune in to the discussion with our analyst Jasmine Enberg and vice presidents Marissa Coslov and Ina Gottinger.

Half of US B2B marketers say that social media contributes most to achieving top-of-funnel goals, per Ascend2. Email (43%) and in-person/live events (34%) were the second- and third-most effective top-of-funnel tactics.