B2B

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.

Leading other Big Tech players in AI patents signals R&D strength, but surfaces challenges in converting patents to market success against firms like OpenAI.

Publicis Health pays for its role in fueling the opioid crisis: Ad agencies, you’ve been warned. It’s not just drugmakers that will be penalized for misleading physicians and patients about medications.

LinkedIn's new sponsored post feature: The B2B leader attempts to raise engagement and lead generation with a new format, but will it work?

Cloud rivalry heats up as prices surge in the region. AWS’ investments could alter the landscape and boost economies in time for wider AI adoption.

LinkedIn ad prices soar by 30% as advertisers leave Musk's X: Ad revenues grow to $4 billion, with a projected 14.1% increase in 2024.

31% of US B2B marketers are using AI for chatbots, coding, and design, according to an August 2023 survey from Sagefrog Marketing Group. Another 30% are using AI for content and presentations.

B2B marketers are increasingly targeting younger, digital-first audiences on social media platforms, we noted in our B2B Digital Ad Spend Forecast 2023 report. While LinkedIn and Meta will account for a combined 42.2% of US B2B digital ad spend in 2024, according to our forecast, TikTok is emerging as a contender for organic and creator-based B2B marketing. Here’s the case for B2B marketing on TikTok.

“In the last year, large language models have gotten more powerful and sophisticated,” our analyst Kelsey Voss said on the “B2B Marketing Trends to Watch for 2024” webinar. “Generative AI [genAI] will bring about a renewed focus on brand reputation; an increased need to address data quality and reliability; and a growing desire for human interactions, such as live events.”

Indian startup Udaan raises $340 million for its B2B ecommerce platform: The company will use the funds to pave its path to an IPO and get a larger piece of the $100 billion market.

In part one of this two-part podcast episode, we discuss some predictions for 2024 that are too specific to be 100% certain about but could still come true, including: which subscription video-on-demand (SVOD) platform Apple will likely buy, where metaverse playgrounds will spring up, and what the ruling between Google and the US Department of Justice will be. Tune in to the discussion with our vice presidents of content Suzy Davidkhanian and Paul Verna and analyst Max Willens.