Generative AI in Marketing: How B2B and B2C Adoption Differs [Survey]
58 percent of marketing executives have said that their organization has either already implemented AI in marketing efforts or has experimented with the technology, while 33 percent in the B2B sector said they were using generative AI in multiple marketing efforts, according to newly-published report data. MarketingProfs

B2B GTM Teams to Focus on Alignment, Efficiency
52 percent of B2B go-to-market leaders have indicated that stronger marketing, sales, and customer success alignment was a top 2024 priority, with 43 percent pointing to customer experience improvements, while 39 percent were prioritizing increased brand awareness, according to recently-released survey findings. MarketingCharts

3 ideas for B2B marketers entering 2024 [LinkedIn Benchmark]
Chief marketing officers have faced increasing pressure to directly drive business growth, while 84 percent of marketing professionals have indicated AI technology will augment their work, and Fast Company recently took a closer look. Fast Company

“Technology is transforming the B2B marketing landscape and how we do our jobs. To stay competitive, upskilling will be critical.” — Penry Price of Click To Tweet

When Do B2B Buyers Contact Vendors? [Report]
Some 70 percent of a B2B buyer’s journey has typically already taken place before reaching out to a vendor, with 83 percent of B2B buyers having indicated they are typically the first to initiate vendor communications — two of several findings of interest to B2B marketers contained in newly-published survey data. MarketingProfs

Marketers Concerned With Losing Ability To Measure Campaigns [Study]
. MediaPost

New Report Looks at Key App Usage Trends, Including the Rise of AI, TikTok and More
Microsoft’s Bing search engine has had a 1,500% increase in app downloads year-over-year, report shows. Social Media Today

Which Media Activities Are On the Rise, And Which Are Waning?
21% of U.S. adults expect to increase the amount of time they spend listening to podcasts during the next 6 to 12 months, survey shows. MarketingCharts

Google Implements First Stage in the Removal of Tracking Cookies
A group representing about one percent of global users of Google’s popular Chrome web browser have had Google’s Tracking Protection tool activated — the first segment of users to receive Google’s replacement technology for the traditional web tracking cookie, Google recently announced. Social Media Today

What Does Brand Authenticity Mean to Consumers? [Survey]
. MarketingCharts

How to Leverage Pinterest’s Predictions for 2024
. Inc.

ON THE LIGHTER SIDE:

A lighthearted look at “Gen Z is not a Monolith” by Marketoonist Tom Fishburne — Marketoonist

Quantum computing startup says it will beat IBM to error correction — Ars Technica

TOPRANK MARKETING & CLIENTS IN THE NEWS:

TopRank Marketing — [Research] B2B Influencer Marketing – More Important Than Ever — Convince & Convert
Lee Odden / TopRank Marketing — 23 Influencers Digital Agencies Should Follow in 2024 — Duda
TopRank Marketing — 100 Best Digital Marketing Agency Blogs & Websites — Feedspot
TopRank Marketing — Trends Forecast for 2024 — TBW
Donna Robinson / TopRank Marketing — Using LinkedIn to Elevate B2B Influencer Marketing — LinkedIn (client)

FRIDAY FIVE B2B MARKETING FAVORITES TO FOLLOW:

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About the author

Lane R. Ellis has over 40 years’ experience working with and writing about the Internet. He writes for and manages all of the posts on the award-winning TopRank B2B Marketing Blog. Before joining the team here as Social Media and Content Marketing Manager, Lane spent more than a decade as Lead Editor for the prestigious conference firm Pubcon. When he's not writing about B2B marketing trends, Lane enjoys distance running (he's completed 11 marathons including two ultra-marathons so far), genealogical research, cross-country skate skiing, vegetarian cooking, and spending time with his wonderful wife Julie Ahasay and their cats Kukla, Twister, and Arlo in beautiful Duluth, Minnesota.