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.
LinkedIn isn’t an ad leader, but it’s learning from others’ mistakes: A slew of new ad products highlight user-generated content and privacy initiatives.
LinkedIn moves to bolster B2B marketing: New measurement tools and ad formats are designed to illuminate ROI for financial stakeholders.
On today's episode, we discuss the controversies surrounding this year's World Cup, digital's role in the tournament, and which World Cup campaigns have caught our eye thus far. "In Other News," we talk about the six-month outlook for B2B marketers and whether someone is looking to buy Roku. Tune in to the discussion with our analysts Dave Frankland and Paul Verna.
Microsoft’s ad fortunes are a rare bright spot during earnings season: The company’s LinkedIn and search ad revenues were strong, despite the prospect of turbulence.
Analyzing Meta’s business pivot: Meta could hold off on its business aspirations and improve various aspects of the current metaverse before pushing its business aspirations, at least until the economy improves.
B2B ecommerce still plays a limited role in B2B transactions, and the room for growth is enormous.
Welcome to the world of white label EVs: Taiwanese multinational Foxconn is applying its component manufacturing model to its new EVs, which it is open to selling to other companies to brand as their own.
B2B ad spending is expected to grow at a higher rate than we previously forecast, as pre-pandemic activities like trade shows once again see budget share and ad buyers in this market more permanently shift to digital media, said our analyst Kelsey Voss on a recent “Behind the Numbers” podcast.
With an ever-increasing long tail of martech solutions, having an overcomplicated, unwieldy stack is not uncommon.
On today's episode, we discuss why we revised our B2B digital ad spending estimates, the B2C buying behaviors affecting how B2B products and services are sold, and the marketing tactics B2B marketers are focusing on. "In Other News," we talk about why LinkedIn laid off the entirety of its global events marketing team and why easyJet brought back its CMO role in a new form. Tune in to the discussion with our analyst Kelsey Voss.
Twitter’s edit feature paves its super app path: Paid subscribers can now edit tweets, and the feature could open up a new revenue stream and payments backbone necessary to fuel super app aspirations.
LinkedIn aims for incremental B2B ad dollars: Multiple ad upgrades should help the social platform cement its dominant market position.
US B2B display ad spending on LinkedIn will total $3.01 billion in 2022 and grow to $4.56 billion by 2024. By then, LinkedIn will capture nearly 25% of all B2B digital ad dollars spent in the US.
US marketing tech spending to top $20 billion this year: Growth reflects increased importance of using data to improve customer experience.