The No. 1 change B2B tech buyers want is pricing transparency from vendors, as cited by 45% worldwide, per January data from TrustRadius.
While performance marketing satisfies short-term goals, brand marketing supports long-term growth by building trust, credibility, and lasting differentiation in crowded markets. A new report from EMARKETER and StackAdapt shows a clear shift in how brands are approaching their marketing mix in 2025.
LinkedIn doubles down on B2B video and CTV: New tools help marketers capture attention and drive full-funnel impact.
Over half (53%) of US B2B marketers have a growing dedicated budget for influencer marketing, according to September 2024 data from TopRank Marketing and Ascend2.
Marketing technology and direct marketing were two of the top investment priorities for US B2B marketers in 2024, while SEO and market research were two of the bottom, according to July 2024 data from Sagefrog Marketing Group.
LinkedIn rebrands its Wire Program as BrandLink: The move reemphasizes its pivot toward creator-led B2B video.
B2B brands are underutilizing creator marketing on LinkedIn, according to Rob Mayhew, a creator who left his agency leadership job to make funny B2B social media videos full time. "LinkedIn is the channel that everyone's sleeping on [for creator marketing], and it's got huge opportunity, especially for B2B," Mayhew said.
B2B marketers are increasing ad investments despite challenges with ad waste and targeting. In addition, the B2B buyer journey is evolving, requiring marketers to find new ways to connect with customers. To maximize ROI, B2B marketers should consider account-based marketing to improve targeting or leverage AI to optimize and personalize campaigns.
Retail media growth spurs demand for ad tech talent: Channel expansion and rising client expectations create need for jobs in performance marketing and ad buying.
LinkedIn expands ad strategy: CTV and event ads are driving 6-7x ROI, helping B2B marketers reach engaged audiences.
Bridging the retail media measurement gap: Night Market’s AI-powered platform draws interest as brands seek clearer metrics.
B2B ecommerce site sales increased 10.5% YoY in 2024, reaching $2.297 trillion.
Home Depot expects sales to grow 2.8% this year: While the housing market is unlikely to thaw, the home improvement retailer sees signs that consumers will stop putting off projects.
LinkedIn improves B2B ad tracking: New updates help marketers integrate first-party data, track long-term impact, and optimize campaigns.
60% of US B2B marketers plan to boost spending on AI tools and on social media advertising in 2025, per November 2024 data from Madison Logic and The Harris Poll.
Reach meets returns in B2B: Our Industry KPI data shows Facebook offers cost-efficiency, while LinkedIn produces targeted impact.
B2B marketers are turning to owned data to drive results. With the depreciation of third-party data and stricter privacy regulations, marketers are prioritizing first-party data as a reliable resource for secure and ethical practices.