B2B marketers are under pressure to prove event ROI. B2B events are a key channel for driving engagement and building pipeline—but the pressure to prove ROI is increasing. Event participation must be strategic and aligned with clear business outcomes. This report reveals 10 data-backed best practices to help sponsors and exhibitors boost engagement, generate pipeline, and turn event participation into measurable business results.

GenAI is changing pharma marketing from content creation to pharmacovigilance. Brand marketers and agencies are moving from experimentation to broad adoption of AI assistance and more efficient, effective, and relevant consumer communications.

As AI changes how buyers discover content, B2B brands have an opportunity to gain visibility. This report explores how SEO strategies can evolve to meet AI-powered search and why structured, trusted content wins.

Brazil’s digital economy continues to thrive, driven by shifting advertising trends and increased social media usage. This report series explores key media consumption trends in Brazil in 2025.

Shoppable ads will be a focus for brands in 2025 as they test new formats offered by retail media networks and their media partners.

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.

GenAI could help marketers more easily generate creative, bringing a host of benefits and cost savings. To fully take advantage of the technology, advertisers should understand the key use cases of genAI for creative—and their potential downsides.

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.

Social media is crucial for B2B marketing success. However, B2B marketers’ ages may be affecting their campaigns’ effectiveness. Younger B2B marketers are leading the way in leveraging social media and data-driven strategies.

Automation and AI are enhancing email marketing with improved personalization and efficiency.

Social media is crucial for B2B marketing success. In 2024, B2B marketers are embracing influencer marketing and video, integrating AI, and focusing on the importance of authenticity. B2B marketers can gain insights for enhancing brand awareness, optimizing campaigns, and building meaningful connections with target audiences.

AI is revolutionizing B2B SEO, but the fundamentals still apply. By strategically using AI and focusing on SEO content, B2B marketers can leverage AI tools to stay ahead of algorithm changes and AI-powered models.

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.

The future of B2B content marketing is with genAI, but marketers must still learn how to overcome its challenges, adopt innovative strategies, and embrace the technology as a helpful and increasingly essential tool.

Dramatic shifts are in the works for 2024, as genAI, changing media norms, and innovative commerce redefine the business landscape. Our top nine trends explore what’s in store.

The B2B social media landscape is rapidly evolving thanks to younger buyers and AI. To adapt, marketers need to lean into influencer marketing, have a multichannel approach, and embrace generative AI.

Marketers have a wealth of opportunities throughout the buyer’s journey to leverage generative AI. Here's how to use it effectively at each stage of the customer life cycle.

As sales growth of luxury goods slows in established markets, brands will expand in emerging regions like the Middle East. There, rising wealth among a young population that’s bringing their spending home will boost demand.

What is truly promising with generative AI, and when should content marketers stay human? Here’s how content marketers might use ChatGPT and other AI tools and where they should invest time and resources.