With budgets in the low millions, B2B tech firms are prioritizing video to reach Gen Z and maximize effectiveness.
Recorded at the EMARKETER Creator Trends 2026 Virtual Summit, this panel explores how creator video is opening new territory for brands on CTV. EMARKETER Analyst, Emmy Liederman along with Nicole Marcus, Manager of Influencer Strategy at Dick’s Sporting Goods and Allison O’Keefe, Senior Manager, Influencer and Creator Marketing at Best Buy, discuss how to shape programming cadence, package content for bigger screens, measure ROI, ensure brand safety and suitability, and build partnerships that make the most of this expanding format. Listen everywhere you find podcasts and watch on YouTube and Spotify.
In this special edition episode recorded at the EMARKETER Creator Trends 2026 Virtual Summit, you will learn how shoppable video, retail media integrations, storefronts, and affiliate programs are reshaping the journey, and the metrics and org models needed to make always-on creator commerce truly work. Minda Smiley, Senior Analyst at EMARKETER hosts a panel with Cory Weaver, Head of Influence at Gap, Inc. and Alexis Call, Director of Digital Merchandising and Site Experience at Stanley 1913. Listen everywhere you find podcasts and watch on YouTube and Spotify.
LinkedIn tops B2B campaign results, posting 121% ROAS—outpacing Google and Meta and capturing 41% of paid social budgets.
EMARKETER Principal Analyst Max Willens unveils new forecasts that reveal where creator spending is accelerating, including new category breakouts for 2026. He’ll dig into what’s powering the surge, from shoppable content to CTV’s growing pull, and how brands are moving toward fuller-funnel partnerships that deliver real lift. Listen everywhere you find podcasts and watch on YouTube and Spotify.
B2B outpaces DIY as acquisitions and project tools offset soft housing demand.
42% of UK/US B2B tech CMOs say declining performance from traditional search channels is driving them to adapt for generative engine optimization (GEO) and zero-click search, tied with the 42% who say AI is changing how buyers discover and evaluate brands, according to a December report from 3Thinkrs.
Its no-code tool brings scenario planning to marketers, aiming to turn episodic modeling into daily decisions.
Its pivot from design tools to AI infrastructure offers faster, cheaper content as marketers scale output.
US B2B digital ad spending reached just over $20 billion in 2025, per EMARKETER, as brands compete for attention across an increasingly fragmented channel mix.
Marketers fear AI flooding search and inboxes, eroding differentiation just as SEO, email, and traffic performance slide.
Marketing technology (martech) has entered a new era defined by AI agents, composable architectures, and the rise of buyer-side AI assistants that are fundamentally changing how customers discover brands and B2B vendors.
Video is fueling LinkedIn’s growth, with Q4 revenues topping $5 billion, aided by a 30% jump in paid video ads and rising short-form demand.
This FAQ explores the agency ecosystem, the forces reshaping it, and what marketers should consider when evaluating agency partners.
48% of worldwide B2B marketers say interactive experiences, live/virtual events, and video content make thought leadership more impactful, according to July 2025 data from Ascend2 and TopRank Marketing.
LinkedIn is proving the power of its ad offerings, delivering promising results from both its Reserved Ads format and video ads. Recognizing LinkedIn’s ability to foster measurable ad results will prove valuable for B2B marketers looking to build credibility with other business professionals. Other features, like auto-targeting tools to reach key audiences, AI tools to create ads, and platform recommendations to maximize ROI contribute to LinkedIn’s ability to drive action.