This Week in Marketing: Going Long

B2B marketing has never been a slow-moving practice, but even by typical standards, 2023 has been a blur. Between the rise of generative AI, Web 3.0 and the changing social media landscape, even the foremost B2B marketing luminaries have been playing catch-up most of the year.

Until now. As we cross the half-year mark and in anticipation of what tends to be a quieter Summer period, it seems that we B2B marketers have finally had the chance to catch our breath and take stock.

This week’s roundup finds some of the greatest minds in B2B marketing offering critical insights into these ongoing transformations, and what they might mean for the future of our practice and the health of our organizations.

What to Read

AI Has The Power To Change B2B Market Research Forever (MarketingWeek): Peter Weinberg and Jon Lombardo share their self-described contrarian take on AI: Its biggest long-term impact on marketing won’t be on creative, but on market research diagnosis.

Audiences Don’t Care If AI Created Your Brand’s Content (CMI): Ann Gynn shares a bold and somewhat contrarian take of her own: Your audience only cares about results, not authorship – even if the author is AI.

Younger B2B Buyers Are the Main Reason Marketers Need To Refresh Their Social Media Marketing Strategies (Insider Intelligence): Kelsey Voss cites four key statistics to argue that young B2B buyers are only going to make social media more important to B2B marketing in the years to come.

Growth Strategy: How Content Marketing Propels B2B Brand Growth Today (TopRank Marketing): Associate Content Director Nick Nelson reviews research including the B2B Marketing Benchmark report to determine how today’s brands can use B2B content marketing to effectively drive long-term growth.?

Beyond Keywords: How Entities Impact Modern SEO Strategies (Search Engine Land): SEO expert Timothy Warren unpacks Search Engine 3.0’s new entity SEO system and how marketers must adjust their SEO strategies to account for it, starting now.

Ad Tech’s 2023 Vibe Shift (Digiday): Digiday Senior News Editor Seb Joseph shares his observation of what he characterizes as a surprising ad tech shift away from unrestrained growth and toward more sustainable, long-term growth.?

Watch to Watch

Vanessa Cheal on how to win over customers by talking like a human being ?

In this interview clip from the LinkedIn Collective, Jon Lombardo , Rebecca Hirst , EJ McNulty , and Vanessa Cheal provide a wealth of insight on how to create a B2B brand that unites an organization: Involve the leadership team, be the voice of the client first, test relentlessly, and more.

What to Know

Enthusiasm for using AI technology in B2B marketing is very high: Three-fourths of marketing leaders say they’re likely to use generative AI to promote business, according to LinkedIn research conducted in partnership with Ipsos .?

To get the latest in B2B marketing even sooner, follow the LinkedIn Collective .