Elevate B2B Marketing News Weekly Roundup: Influencer Marketing’s Growing Importance & Adobe’s New AI

Improved B2B Marketing and Sales Alignment Bodes Well for Growth
51 percent of B2B marketers have said that they are aligned with sales in 2023 — up from 44 percent during 2022, while 53 percent of B2B salespeople noted alignment with marketing — up from 42 percent in 2022, with the leading challenge faced by both sales and marketing departments being differing data and systems, according to newly-published survey data. MarketingCharts

Data: Buyer Expectations Continue to Put Pressure on B2B eCommerce [Report]
When it comes to the blurring lines between B2C and B2B e-commerce, 74 percent of B2B buyers have said that they use online purchasing platforms, with some 60 percent noting that their organization uses B2B marketplaces — two of numerous findings of interest to B2B marketers contained in recently-released report data . Modern Distribution Management

Adobe’s Firefly Generative AI is Now Available to Everyone
Adobe has rolled out the full slate of its latest Firefly generative AI features to its full family of users, following a period of testing that saw over two billion images being created using the AI technology in its product lineup such as Creative Cloud, Adobe Experience Cloud, and its Firefly web app, Adobe recently announced. PetaPixel

“We’re committed to delivering the best creative tools, services and value to our members so you can keep pushing the bounds of creativity.” — Ashley Still @AshleymStill of @Adobe
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B2B Event Organizers Prioritizing Attendance and Engagement
When it comes to the top B2B event organizer priorities in 2023, 19 percent of B2B event organizers have said that raising attendee engagement was their top priority, with 18.9 percent pointing to increasing attendance, 15.8 percent noting a greater sales pipeline, and 11.1 percent pointing to boosting sponsor and exhibitor return on investment (ROI) levels, according to newly-released survey results. MarketingCharts

New Report Finds That Investment in Influencer Marketing Is Rising Faster Than Traditional Ads
Influencer marketing spending is expected to grow by 14 percent during 2023, while social media advertising spending will see a 4.1 percent expansion, as spending on influencer-sponsored social media content in the U.S. is expected to expand some 3.5 times faster than traditional social media advertising spending, according to recently-pubished forecast data. Social Media Today

Meet generative AI’s ‘super users’: 70% of Gen Z use GenAI [Report]
49 percent of adults have said that they’ve used generative AI, a number that rose to 65 percent among those in the millennial and Gen Z demographic groups, while 70 percent of Gen Z noted having used the AI technology, according to new survey data of interest to B2B marketers. ZDNET

New Research Reveals Influencer Marketing as Critical to Brands’ Social Strategies
8 out of ten social media marketers view influencer marketing as an essential strategy component, with 70 percent having received the most impact from macro-influencers who have between 100,000 …read more

Source:: Top Rank Blog