B2B ecommerce growth is outpacing B2B product and electronic sales growth. And ecommerce site sales are taking an increasing share of the market. Macroeconomic conditions, buyers’ preferences, and AI use are fueling increased digital transactions, particularly through third-party marketplaces.

CMOs are mastering brand bravery to stand out in competitive markets. Through bold strategies, innovative campaigns, and authentic storytelling, they balance daring moves with trust and integrity. In this report, four leading CMOs share how they transform risks into impactful brand actions.

The top B2B marketing trends in 2025 include AI-driven insights, first-party data strategies, and balancing automation with authenticity. In this report, marketers and agencies can learn how to embrace these evolving strategies in order to boost engagement, trust, and ROI.

Here are five charts on the size of and outlook for the B2B digital ad market worldwide and in 13 individual countries.

B2B marketers are embracing genAI-powered tools to enhance the effectiveness of their marketing initiatives. Marketing teams can use this technology in six valuable ways to drive better outcomes.

This is the second installment of our quarterly “Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

How can ad buyers calibrate their B2B ad spending and budget allocations against the market, and how can publishers and solution providers assess whether their ad revenues are in line with industry trends?

CMOs are using AI tools to transform marketing by enhancing creativity, optimizing campaigns, and streamlining operations. AI will shape marketing's future, but strategic implementation, data privacy, and bias remain hurdles for widespread adoption.

B2B digital ad spending is expected to rebound in 2024. Trends in B2B buying behavior, programmatic advertising, and AI use are contributing to the shift in spending toward display, mobile, social media, and video.

We spoke with four CMOs on their approaches to data management, communication, and fostering a culture of innovation to maximize marketing effectiveness.

Video marketing is essential for B2B success. From short-form social media videos to AI-driven content, this report explores strategies, platforms, and innovations shaping B2B video marketing in 2024.

The role of the CMO has expanded far beyond traditional marketing expectations. Despite high expectations and many challenges, CMOs can find new opportunities to lead successful teams and drive business growth. Four CMOs share their perspectives for this report.

Social media is crucial for B2B marketing success. However, B2B marketers’ ages may be affecting their campaigns’ effectiveness. Younger B2B marketers are leading the way in leveraging social media and data-driven strategies.

Social media is crucial for B2B marketing success. In 2024, B2B marketers are embracing influencer marketing and video, integrating AI, and focusing on the importance of authenticity. B2B marketers can gain insights for enhancing brand awareness, optimizing campaigns, and building meaningful connections with target audiences.

AI is revolutionizing B2B SEO, but the fundamentals still apply. By strategically using AI and focusing on SEO content, B2B marketers can leverage AI tools to stay ahead of algorithm changes and AI-powered models.

LinkedIn is at a turning point: Users are more engaged than ever, ad revenues are rising, and creators are inking deals on the platform. And LinkedIn’s appeal among both B2B and B2C marketers is growing.

The CMO's role is complex and challenging: While some have secured their C-suite spot, others face role elimination. This year, CMOs should focus on enhancing internal collaboration and communication for growth, strategically integrating AI, and innovating to maintain a competitive edge.

B2B event marketing is essential and highly engaging, but ROI challenges persist. Marketers should choose the right event format, use technology and AI for better results, and integrate events into broader marketing strategies.

B2B email marketing is already ingrained with AI technology. But marketers still need to overcome challenges, adopt innovative strategies, and embrace this technology as a helpful and increasingly essential tool.

The future of B2B content marketing is with genAI, but marketers must still learn how to overcome its challenges, adopt innovative strategies, and embrace the technology as a helpful and increasingly essential tool.

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.