In 2024, generative AI (genAI) will reshape B2B marketing. Marketers and their firms will need to tackle this evolving technology to use it effectively. GenAI will bring to the forefront the importance of brand reputation, data quality, and system integrations—and it will foster an uptick in human interactions.

US B2B ecommerce growth is outpacing B2B product and electronic sales growth—but at a slow rate. Buyers’ preference for third-party marketplaces (e.g., Amazon Business) is fueling growth, pushing sellers to consider ecommerce solutions and third-party platforms to reach buyers and meet their procurement expectations.

Marketing data is essential to success, but marketers face tough conditions in a changing B2B landscape. Investments in data and related tools need to be carefully chosen and demonstrate proven ROI.

US B2B martech spending growth will slow due to economic uncertainties and tighter budgets, prompting marketers to optimize their tech stacks for ROI.

B2B digital ad spending will continue to grow at a slower pace across key industries in 2023. More B2B buyers are millennials and Gen Zers, shifting ad buys from search to display, from Google to social media, and from desktop to mobile.

The B2B social media landscape is rapidly evolving thanks to younger buyers and AI. To adapt, marketers need to lean into influencer marketing, have a multichannel approach, and embrace generative AI.

Marketers have a wealth of opportunities throughout the buyer’s journey to leverage generative AI. Here's how to use it effectively at each stage of the customer life cycle.

B2B marketers must be aligned with sales to drive revenue and business growth. This might seem a herculean task, but there are ways leaders can surmount relationship, communication, and data challenges and successfully align on shifts in B2B buying.

What is truly promising with generative AI, and when should content marketers stay human? Here’s how content marketers might use ChatGPT and other AI tools and where they should invest time and resources.

B2B marketing leaders have lost their focus on the benefits of email marketing. Email is a key distribution channel, and investments will allow relevant messages with high engagement rates and ROI to be delivered efficiently and effectively.

B2B marketers will increase spending on third-party data through 2024, but at a much slower pace than during the pandemic due to privacy regulations and economic conditions.

Younger buying committees, demands for B2C experiences, complicated tech stacks, and economic uncertainty will require B2B marketers to adjust their strategies in 2023.

Just over 10% of B2B product sales—$1.676 trillion—will take place via ecommerce websites in 2022. Growth will remain strong through 2026.

B2B martech spending will continue to grow—largely due to the pandemic. Martech will remain a key investment for B2B marketers, as they rely on it to engage with audiences and drive revenues.

In 2022, digital ad spending will grow across all B2B industries. Despite the pandemic and ongoing economic uncertainty, B2B marketers will devote an increasing share of their budgets to digital through 2024.

User trust in the major social platforms is down this year, according to our sixth annual benchmark survey, especially in the areas of privacy, safety, and ad relevance. Trust affects ad engagement, and in a year when ad revenue growth is slowing for many platforms, it’s imperative that they stem the declines.

A new set of digital winners is emerging amid the market turmoil of 2022. Using our forecasts, we showcase how ecommerce, social media, fintech, and more are being transformed.

The pandemic is becoming endemic, and the changes consumers adapted to in the past two years—such as telehealth and retail health clinics—are here to stay. Healthcare and pharmaceutical advertisers must reassess their digital strategies to boost engagement with consumers and healthcare professionals.

The role of the B2B CMO has expanded significantly in the last few years. The position has been elevated, but it comes with a host of new challenges. To retain a seat at the table, B2B CMOs must add executive tasks to marketer responsibilities.

Content marketing is essential in B2B marketing. But too often, companies focus on marketing tactics instead of grounding their approach in strategy. B2B CMOs can improve results by elevating a quality content marketing strategy to align with their company’s business objectives.

Digitization is disrupting the B2B payments space, the largest addressable payments market. As the industry evolves, there will be a substantial opportunity for payment providers to meet changing preferences and capture market share.

The email inbox is valuable territory for marketers looking to guide consumers through the purchase journey.

According to our July 2021 forecast, 2023 will be a pivotal year for the US B2B digital ad market: Display will overtake search, mobile will surpass nonmobile, and the split between digital and traditional will near a tipping point just beyond our forecast period.