A new credit card is a smart way to contend with incumbents and fintech competitors, but a confusing product line could dampen its adoption.

B2B brands are underutilizing creator marketing on LinkedIn, according to Rob Mayhew, a creator who left his agency leadership job to make funny B2B social media videos full time. "LinkedIn is the channel that everyone's sleeping on [for creator marketing], and it's got huge opportunity, especially for B2B," Mayhew said.

The deal promises smoother campaigns, but longtime Litmus users may not welcome the growing pains of martech consolidation

B2B marketers are increasing ad investments despite challenges with ad waste and targeting. In addition, the B2B buyer journey is evolving, requiring marketers to find new ways to connect with customers. To maximize ROI, B2B marketers should consider account-based marketing to improve targeting or leverage AI to optimize and personalize campaigns.

The expense management platform can help Amex appeal to small businesses that want all-in-one offerings

The company is trying to better market itself as a B2B company and grow its checkout business

On today’s special edition podcast, we discuss how marketers and advertisers are beginning to treat influencer marketing as a need-to-have as more serious industries from B2B to politics and healthcare are developing their own creator strategies. This discussion is from the keynote of EMARKETER’s The Creator Economy Trends 2025 and is hosted by Vice President and Principal Analyst Jasmine Enberg and Principal Analyst Sarah Marzano. Listen everywhere and watch on YouTube and Spotify.

B2B digital ad spend worldwide is expected to reach $48.15 billion by 2026, up from $38.67 this year, according to EMARKETER’s August 2024 forecast.

Every major industry will increase total ad spend in the next two years, with media and entertainment leading the pack. Programmatic and B2B ready for a digital shift, while mobile remains dominant with in-game advertising. Here are four takeaways from EMARKETER’s Industry Ad Spending Benchmarks: Q4 2024 and what they mean for the upcoming years.

US B2B digital ad spend will increase by 14.9% this year to reach $18.34 billion, per our August 2024 forecast.

B2B payments are fast becoming the biggest opportunity for stablecoins to gain traction—now PayPal has to convince everyone else.

Gender gap narrows in CMO roles: Forrester report highlights industry-specific trends in marketing leadership across Fortune 500 companies.

Hubspot’s recent marketing report reveals key trends in how marketers use AI—and what they’re afraid of.

LinkedIn’s not just for B2B marketers. B2C brands in sectors like automotive, hospitality, music, sports, and travel are investing in the platform. “LinkedIn is definitely heading into a direction where more direct B2C marketing is going to become prevalent,” said Jordan Schultz, vice president and head of social and digital creative at marketing agency Known.