B2B marketers are increasingly targeting younger, digital-first audiences on social media platforms, we noted in our B2B Digital Ad Spend Forecast 2023 report. While LinkedIn and Meta will account for a combined 42.2% of US B2B digital ad spend in 2024, according to our forecast, TikTok is emerging as a contender for organic and creator-based B2B marketing. Here’s the case for B2B marketing on TikTok.
The future of B2B marketing is social. Half of US B2B marketers say social media contributes most to achieving top-of-funnel goals, according to an April 2023 study from Wpromote and Ascend2.