Key stat: More than four in 10 B2B marketers in North America and Europe plan to increase social media content (46%) and video (41%) distribution this year, according to April 2024 data by 10Fold and Sapio Research.

Beyond the chart:

• B2B marketers have realized the power of combining social media and video, and are increasingly integrating the two into their strategies this year. Fueling this trend is the rise of Gen Z B2B buyers—digital natives accustomed to seeking advice and product information on social media.
• More than half (55%) of B2B marketers worldwide agree that short-form social videos produce the highest ROI, per March 2024 data by LinkedIn and Ipsos.
• This year, video uploads on LinkedIn will increase 45% YoY, which can help boost its connected TV ad platform, launched in April.

Use this chart:

• Make a case for investments in video production.
• Explore underutilized channels to reach B2B buyers.

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• B2B marketers use web chat, text message for product discovery
• How can B2B marketers respond to generative AI's opportunities and challenges?
• Most B2B content marketers have trouble creating the right content for their audience

Note: Data was provided to EMARKETER by 10Fold.

Methodology: Data is from the June 2024 10Fold report titled "The Engagement Equation: How B2B Tech Marketers Are Creating and Delivering Content That Captivates in 2024" conducted by Sapio Research. 450 B2B marketing decision-makers in North America and Europe were surveyed online during April 2024. Respondents were located in the Canada, France, Germany, the UK, and the US at companies with over $500 million in revenues.