This Week in Marketing: Finding Your Place

Nearly every profession has been talking about it all year, and B2B marketing is no exception: Now that generative AI is available to everyone once and for all, what is it going to change?

For B2B marketers, this discussion is more than academic. Generative AI applications are already having a cascading effect on marketing, touching everything from how we go about mundane aspects of our jobs to how we envision our roles at the highest level.

Luckily, dealing with all these changes is itself no big change for those of us in B2B. We’re always thinking about how our roles are changing and how we can keep up to get ahead.?

B2B marketers are far from intimidated by AI and all the changes it’s bringing. Instead, this week finds us eager to unpack how our profession is changing and how we can lean into these changes to make our marketing better than ever.

What to Read

Three Ways Generative AI Will Change B2B Marketing (Digital Commerce 360): Mark Brohan reviews new research from Forrester to summarize the three biggest changes he believes generative AI will bring to B2B marketing.

The B2B Brands Proving that Being a Force for Good is Good Business (LinkedIn Collective): Clémence Beauchamp demonstrates how B2B companies have successfully made the act of doing the right thing for their communities a major brand differentiator.?

Do Marketing Newsletters Still Have a Place in B2B Strategies? (LinkedIn Ads Blog): The short answer? Yes, but only if your audience reads them. Here’s how to make that happen.

How to Create a B2B Campaign That Will Stand Out (The Drum): Gordon Young summarizes John Brockelman’s B2B World Fest presentation into seven highly actionable takeaways.

Is Social Media Even Worth It Anymore? (CMI): Jodi Harris and Ana Gotter examine the use cases of a social media marketing strategy at a time when social platforms only generate 2% of traffic for most brands.

Avoiding Marketing Fails — How Starting Small Gives Campaigns the Best Chance to Succeed (AdAge): John Trahar suggests a helpful strategy for slowly scaling marketing campaigns to help them grow and succeed.?

What to Watch

Introducing LinkedIn Sales Navigator's New Brand Campaign

On the LinkedIn Sales Solutions blog, Raul Murguia, Senior Director, Head of Integrated Marketing, breaks down its new brand campaign, which addresses how the changing sales landscape has created more? independent buyers who rely less on traditional sales processes.

“At LinkedIn we have a point of view. We believe that the future of sales (and work) is skills-based, people-centric, and augmented (not just automated) by AI. With these transformative changes in our market, our team embarked upon the challenge of communicating our brand promise and product value proposition in a way that was fresh, distinctive and relevant, in an integrated manner across owned, paid, and earned channels.” – Raul Murguia, Senior Director, Head of Integrated Marketing, LinkedIn Sales Solutions

Watch now:

What to Know

In 2024, the top 10 marketing agencies will spend $50 million in partnerships to build custom AI solutions for enterprise clients, according to Forrester’s Business Predictions for 2024.

The global market research company points to the announcement of ChatGPT Enterprise, along with the fact that several major agencies including Accenture, Dentsu, and Omnicom are already customizing their own foundational AI models, to inform the prediction.?

Keep up with the LinkedIn Collective for essential B2B marketing updates every week.