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.

Influencer marketing is a core part of many brands’ strategies. Sponsored content spend on social media will total $8.14 billion in 2024, nearing the $10 billion mark by 2026, according to EMARKETER’s March 2024 forecast.

Affiliate marketing reaches $10 billion milestone: Brands increase budgets as ecommerce and Gen Z engagement fuel growth.

Affiliate marketing is evolving, driven by diverse partners like influencers and tech providers, broadening its scope beyond traditional ROI and measurability. As marketers move away from big tech, the channel's flexibility and control are increasingly valued for driving growth and customization.

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.

LinkedIn AI campaign tool is ready for market: The social platform will roll out Accelerate to all advertisers in the fall, capitalizing on AI ad demand.

LinkedIn introduces new marketing tools: Video ads and AI integration enhance B2B engagement and efficiency.

Google’s I/O showcases bold AI integration across products: The announcements show its marketplace strength but it’ll need an effective monetization strategy to beat the competition.

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.

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.

As retail media grows, it is changing. At the moment, search remains retail media’s bread and butter and sales ads are the best awareness drivers. In the future, in-store media and shoppable video ads may take on a bigger role. But no matter how ad formats change, one thing is for certain: Measurement will be key for retail media’s continued growth.

US buyers’ most valuable metric when assessing campaign performance on retail media networks isn’t return on ad spend (ROAS) or ROI. It’s incrementality, according to May 2022 data from Criteo.

For Wix, consolidating its marketing stack not only improves internal alignment but also results in an improved customer experience. The website-building company operates with teams worldwide, and is currently scaling down from about seven different marketing automation platforms.

Content marketers are facing pressure to integrate generative AI (genAI) tools to improve productivity and ROI, but diving in haphazardly could backfire. The best approach to adoption is “thoughtful and strategic,” our analyst Kelsey Voss said on a recent Meet the Analyst Webinar. “Brands must carefully navigate the pros and cons of genAI and leverage it judiciously to maximize its benefits and mitigate potential drawbacks,” Voss said. Here are four ways to use generative AI holistically in daily workflows.

After paid search and paid social, CTV has exploded onto the performance marketing scene. Here are three ways to maximize your ROI and find success with CTV advertising.

B2B marketers must be aligned with sales to drive revenue and business growth. This might seem a herculean task, but there are ways leaders can surmount relationship, communication, and data challenges and successfully align on shifts in B2B buying.