For most B2B marketers, email is how they find new business, but those inboxes are changing fast. AI assistants now summarize and rank messages before a buyer reads a single line, which means a machine forms the first impression of a campaign. "AI-powered inboxes are introducing another layer between B2B marketers and their buyers," said EMARKETER analyst Kelsey Voss. "AI assistants can summarize and prioritize messages before buyers read them, giving marketers less control over how their emails are first encountered and interpreted."
Higher feed engagement gives B2B and consumer brands new ways to build awareness through credible industry voices.
B2B buyers are researching solutions long before they enter the sales pipeline. New research from Factors.ai reveals why engaging buyers earlier, reaching more stakeholders, and combining paid and organic strategies can lead to stronger business outcomes.
In today’s podcast episode, we explore why real life is becoming marketing’s next big frontier, what it means for brands to return to the real world, what B2C can learn from how B2B brings people together, and what the future of brand attention looks like. Join host Marcus Johnson, Senior Director of Podcasts, in conversation with Lindsay Sutton, Senior Vice President and Head of Marketing at Atmosphere TV, and Melissa Levy, President of Sparks. Listen wherever you get your podcasts, or watch on YouTube or Spotify.
AI tools are changing how customers discover small and medium-sized businesses (SMBs), and most SMBs know they need to respond. Over a third of SMB marketers report meaningful new traffic from AI tools in the past year, and three-quarters now consider appearing in AI-generated search results a top priority, according to a recent survey by EMARKETER and Semify. "The bigger risk for SMBs is waiting for a single AI visibility metric before getting started," said EMARKETER analyst Kelsey Voss. "There is no accepted standard yet, but the search and business outcomes they already track can show whether incremental changes improve leads, calls, and bookings."
Social insights can help marketers maintain audience relevance as consumers move across screens.
Many digitally native brands entering the physical world these days are looking to build community rather than a brick-and-mortar footprint. Canva recently staged what it calls the industry’s first experiential upfront, for about 300 prospective sponsors during Advertising Week New York (AWNY). The invite-only event pitched the rise of the "experience economy," emphasizing live, immersive brand activations as the new centerpiece of modern marketing and laid out the company's experiential roadmaps for its events including Canva Create, Canva AI Vision, and Canva Cabana.
As more healthcare orgs restrict drug rep access, pharma marketers must adopt more targeted, data-driven outreach to sustain their influence on doctors.
Target and Chase are betting that the future of marketing won’t be purely digital. Instead, physical experiences, from retail stores and bank branches to exclusive events, can become engines for digital content, creator amplification, and consumer connection.
Brands already face pressure to react quickly to shopping behaviors, platform algorithms and trends. But it stood out at ShopTalk that reflexively responding to every signal can distance consumers from a brand.
In August 2026, we analyzed 6,560 ChatGPT recommendations across 28 B2B agency and marketing technology categories to compile the AI Visibility Index.
Tools for cash flow, taxes, and marketing extend its agentic strategy beyond payments.
Virtual cards can ease expense management, while cash back gives companies an incentive to consolidate spending.
In August 2026, we analyzed 4,480 ChatGPT responses across 16 B2B software and platform categories to compile the AI Visibility Index.
Pharma B2B digital ad spend will jump 15% this year. Marketers can build consumer awareness and equip doctors with treatment information for patient conversations.
72% of US B2B professionals use AI tools to research topics or trends, ahead of writing or editing content (63%) and data analysis or summarization (60%), according to an April report from Semrush.
For the modern B2B marketer, the AI revolution can often feel less like a streamlined future and more like a high-stakes construction experiment.
41% of US B2B professionals who use AI tools for work start their research with AI and then validate the answers via traditional search, the most common workflow of any, according to April data from Semrush.
Agents can connect strategy and execution as marketers target smaller patient and healthcare provider populations.
Pharma marketers need relevant, digital-friendly messaging that respects HCPs’ heavy workloads.