Elevate B2B Marketing News Weekly Roundup: Google’s New Enterprise AI & The Rising Importance of B2B Upskilling

Nearly $964B Ad Spend Forecast, 5 Companies To Have A Major Impact
Worldwide advertising spending is expected to expand by some 4.4 percent during 2023, reaching $963.5 billion, with an addition 8.2 percent expansion in 2024 that would see spending topping the $1 trillion mark, according to newly-published forecast data. MediaPost

Attention metrics are the next frontier of digital ad measurement
36 percent of U.S. advertising buyers have said that they plan to increase their focus on attention metrics during 2023, as global viewability levels have continued to rise while the average amount of time that consumers spend viewing ads has decreased — three of several findings of interest to B2B marketers contained in recently-released survey data. Insider Intelligence

Google unveils enterprise AI tools, new AI chip
Search giant Google has made B2B firms a primary target of its newest AI initiatives, which feature an array of enterprise-scale technologies including custom-made AI hardware, tools for finding and watermarking AI-generated images, alongside updated security tools, Google recently announced . Reuters

Optimism is on the rise, but upskilling will be key to B2B marketers’ success
Demonstrating B2B marketing’s value has become increasingly critical, and skill-building has been seen as a key part of proving its worth, with problem solving and creative execution and strategy having come in as two of the top skills that B2B marketers require for success in 2023, according to newly-published report data. Fast Company

“It’s a good time for B2B leaders to reassess how they’ll drive revenue growth over the next few years, and map that back to the skills their teams need to succeed.” — @PenryPrice of @LinkedInMktg
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AI scores in the top percentile of creative thinking
When it comes to creative thinking, OpenAI’s ChatGPT generative AI technology has scored in the top one percent of tests submitted for the Torrance Tests of Creative Thinking (TTCT) alongside those from undergraduate students, according to recently-released report data of interest to B2B marketers. The Conversation U.S.

It’s Not About Personalization — It’s About Being Personal [Merkle Report]
62 percent of B2B buyers have said that advertising isn’t specific enough to be relevant to their organization, while during July 2023 B2B marketers increased their interest in intent marketing by 523 percent and in customer intent by 164 percent, compared to the prior three months, according to newly-published report findings. ANA

Anthropic To Launch Paid Plans For Access To Claude
Anthopic’s AI chatbot Claude has placed increased usage limits on free accounts, while also starting to offer new paid monthly account plans with subscriptions that begin at $50, Anthropic recently announced. Search Engine Journal

US creators opt for Instagram, despite Reels revenue concerns
Some 60 percent of U.S. social media users will use Meta’s Instagram platform during 2023, while a whopping 98 percent of creators have said that they will use …read more

Source:: Top Rank Blog