B2B marketing is shifting to become more customer-focused and digitally oriented, which means the processes, people, and technology of B2B companies all need to follow suit. Here are five charts to help you stay ahead of the curve.

B2B ad spending will total over $35 billion this year, up 9.3% from 2022, according to our forecast. As millennials and Gen Zers become the dominant players in the buying process this year, B2B marketing will shift to keep up with their digital inclinations. Expect B2B marketers to take a page out of consumer marketing and invest more in influencers.

The B2B market is facing younger buying committees, shifts in expectations about the purchase process, overcomplicated tech stacks, and uncertain economic conditions. These factors are changing how marketers can reach, engage with, and retain business customers, according to our analyst Kelsey Voss. Here are five predictions for how these factors will impact your B2B marketing next year.

LinkedIn isn’t an ad leader, but it’s learning from others’ mistakes: A slew of new ad products highlight user-generated content and privacy initiatives.

B2B ecommerce still plays a limited role in B2B transactions, and the room for growth is enormous.

On today's episode, we discuss why we revised our B2B digital ad spending estimates, the B2C buying behaviors affecting how B2B products and services are sold, and the marketing tactics B2B marketers are focusing on. "In Other News," we talk about why LinkedIn laid off the entirety of its global events marketing team and why easyJet brought back its CMO role in a new form. Tune in to the discussion with our analyst Kelsey Voss.

US spending on marketing technology (martech) will hit $21.14 billion this year, up 14.3% from 2021. Despite a dip in growth, spend will continue to rise by double-digit rates through the end of our forecast period in 2024.

Low adoption and stagnating growth are driving peer-to-peer mobile payment providers to make their services more accessible and attractive to increase engagement within the existing user base.

This matchup, along with Western Union’s recent deals, brings new financial opportunities in places they’ve never been before.

B2B content marketers rely on campaigns, plans, and calendars—but none of these equate to a marketing strategy. Simply producing more content can affect the quality and dilute messaging, draining overall value.

In the B2B market, revenue-driven decision-makers will find success in putting customers first, merging data with creativity to improve the buying experience, and remaining agile to evolving buyer preferences.

After missing out on a big rebound in 2021, Southeast Asia’s total retail and ecommerce sales are both set to boom this year. Indonesia—set for a standout year—will shape the region’s metrics and account for nearly 65% of Southeast Asia’s ecommerce sales.

Payments Ecosystem: This year will reveal how providers must adapt to lasting pandemic-driven digitization across payments channels, ranging from in-store retail to B2B ecommerce.

Payments Ecosystem: Diminishing analog payment use—as well as the battle for share between entrenched electronic payment methods and emerging challengers—will intensify the battle for customer spending this year.

Find out why B2B marketers and sellers can’t seem to get on the same page when it comes to sales collateral—and what you can do to buck the trend

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.

Find out what you’ll need to build effective B2B ecommerce strategies

Find out how B2B teams can reliably identify and optimize the most important pages on their website with data, and then replicate that success at scale.

It’s our second episode of Brand Anatomy, where we get exclusive looks inside leading brands! Today, eMarketer Briefing director Jeremy Goldman sits down with Panasonic's Brian Rowley, vice president of marketing, to discuss how the company—a longtime leader in consumer electronics—leveraged podcasting to reposition itself as a B2B and enterprise powerhouse.