B2B

LinkedIn’s not just for B2B marketers. B2C brands in sectors like automotive, hospitality, music, sports, and travel are investing in the platform. “LinkedIn is definitely heading into a direction where more direct B2C marketing is going to become prevalent,” said Jordan Schultz, vice president and head of social and digital creative at marketing agency Known.

LinkedIn is the social platform the most marketers worldwide (70%) are confident will deliver a positive ROI, per an August 2023 survey from Hootsuite.

B2B is the largest segment of US payment volume. We expect US B2B payment value to grow 3.6% annually in 2024, led by ACH and cards.

There’s a shift toward building meaningful connections at events. Plus, marketers are integrating DEI principles, sustinability into events.

LinkedIn doubles down on premium subscriptions: A new offering will let companies boost their pages with AI and other enhancements as the company seeks greater B2B revenues.

Gopuff looks to diversify its revenue streams: The company launched a platform to allow brands to fulfill ecommerce orders on their own websites.

77% of B2B decision-makers worldwide leverage chat tools for product discovery, according to January 2024 data from Forrester Consulting and Zoovu.

Pharma marketers adapted to doctors’ content preferences last year: Many doctors don’t want to meet with pharma sales reps in person. We explore which digital channels got the biggest utilization boosts in 2023.

Linkedin's CTV ad launch meets rising B2B video demand: The offering leverages professional data and premium content to elevate its role in the connected TV landscape.

Google Contemplates HubSpot deal: A move that could redefine the martech sector, blending CRM prowess with advertising innovation.

LinkedIn's new thought leader ads enable content sponsorship beyond employees: The shrewd move leans into B2B marketing’s strengths.

AI is helping email marketers in a myriad of ways. Top use cases include personalization, subject line testing, send time optimization, segmentation, and predictive analysis of customer behavior.

The company integrates genAI into its Fusion Cloud, enhancing marketing, sales, and CX. It’s aiming for an adoption boost by streamlining customer interactions and driving efficiency.

B2B is the largest segment of overall US payment volume, holding roughly five times that of consumer payments. It has been slower to digitize than the consumer sector, but finally passed the tipping point during the pandemic. Even now, almost a third of the market is up for grabs.

On this podcast episode, we explore the deployment of AI in payments in 2024. First, we discuss the most impactful use cases for AI in payments, such as fraud detection and prevention, false declines and purchase conversion, B2B payments, enhanced customer service, and digital wallets. In our "For Argument’s Sake" segment, we rank these use cases in order of impact and debate our decisions. Join the conversation with host Rob Rubin, our analyst David Morris, and Angela Murphy, PhD, client partner at Persistent Systems.

On today's podcast episode, we discuss the takeaway from Snap cutting staff, what to make of its current user total, and whether Snapchat+ can prove that there's a market for paid social features. Tune in to the discussion with our director of Briefings Jeremy Goldman and analyst Minda Smiley.

LinkedIn's new API aims to transform B2B media planning: The new tool promises precise targeting and budget optimization.

57% of B2B content marketers worldwide face challenges creating the right content for their audience, according to a July 2023 survey from Content Marketing Institute (CMI) and MarketingProfs sponsored by Brightspot.

Microsoft, Amazon, and Google adapt strategies for AI-driven growth with mixed results. But genAI’s hunger for cloud computing could increase costs.