LinkedIn rolls out new features to enhance verification processes and combat counterfeit profiles: Platform aims to maintain its reputation as a trusted platform for professional networking and job seeking.
Walmart wants to grow its share of the lucrative B2B ecommerce market: The retailer is following Amazon’s lead in search of high-margin revenues to bolster flagging profits.
Regardless of changes in the market, marketers will always have to build their first-party data around the buyer’s information and behavior. Complete and accurate data on prospects and customers is essential to making sound decisions about accounts that sales and marketing should target together.
Greenlight upgrades its distribution model: The family neobank expands from a direct-to-consumer marketing model to also partnering with banks and employers.
LinkedIn launches multiple page updates: The platform is trying to encourage admins to post more often through new tools, potentially goosing B2B ad revenues in the process.
LinkedIn leans into AI: New tools generate writing suggestions to save time producing user profiles and job descriptions.
Email marketing is hot, but it’s not immune either: Shopify partner Klaviyo laid off 140 staff as even it feels the brunt of interest rates and slower spending.
SVB collapse hits Roku and Roblox, among others: Trustpilot, with Vox Media also reportedly holding a "substantial concentration of cash" at the bank, but all depositors' funds are now fully protected by US authorities.
Forty-two percent of marketers said they plan on exploring AI and automation as a strategy in 2023, according to an August 2022 Sagefrog survey
Microsoft’s new AI “Copilot” lands for marketers: Tool promises to help discover consumer categories and automate processes.
In 2023, US B2B spend on third-party marketing data will increase 3.2%, a slight slowdown from the past three years, according to our forecast. Next year, growth will rebound and spend will approach $4 billion.
B2B marketing is shifting to become more customer-focused and digitally oriented, which means the processes, people, and technology of B2B companies all need to follow suit. Here are five charts to help you stay ahead of the curve.
B2B ad spending will total over $35 billion this year, up 9.3% from 2022, according to our forecast. As millennials and Gen Zers become the dominant players in the buying process this year, B2B marketing will shift to keep up with their digital inclinations. Expect B2B marketers to take a page out of consumer marketing and invest more in influencers.
B2B marketers became more focused on data during the pandemic when in-person events—a classic way of collecting first-party leads—ceased 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.
The B2B market is facing younger buying committees, shifts in expectations about the purchase process, overcomplicated tech stacks, and uncertain economic conditions. These factors are changing how marketers can reach, engage with, and retain business customers, according to our analyst Kelsey Voss. Here are five predictions for how these factors will impact your B2B marketing next year.
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.
Thought leadership can be winning strategy in economic downswing: B2B marketers expect such content to expose new opportunities.