2.9% CTR? See Which B2B Ads Are Beating the Benchmarks

Good morning, ! This week we’re breaking down the biggest shifts in B2B advertising—from AI campaigns that consistently beat newsletter benchmarks to the rise of AI agents as the new search bar for discovery and customer service. We also dig into how marketers are applying AI beyond content, why email, CX, and paid media lead the data-driven stack, and what the two-thirds digital ad spend milestone means for budget strategy. Plus, we look at podcasts emerging as a high-converting channel that blends trust with performance.

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AUDIENCE DATA DIVE

AI Ads Hold Their Own: Benchmarks, Standouts, and Repeat Winners

AI sponsors are proving to be one of the most consistent performers across our B2B newsletters. While the overall ad CTR sits around 0.9%, AI campaigns frequently match or exceed that bar—hitting as high as 2.9% CTR with Attio, more than double the average. Pairings matter too: weeks featuring AI alongside Finance or SaaS sponsors saw amplified results, with CTR lifts up to 2.5%+. Vertical context shapes outcomes: Sports (1.23%) and Healthcare (0.63%) newsletters set the highest engagement benchmarks, making AI’s 1%+ CTRs especially competitive. Even in weaker contexts, AI ads track with category norms, proving their resilience. The bottom line: repeatable performance, strong pairings, and above-benchmark CTRs position AI sponsors as one of the most reliable and scalable categories in B2B ads. (View full analysis)

AD INTEL

Email and CX Top the Data-Driven Charts—Omnichannel Still Lags

In a recent survey tracking where marketers find data most useful, email marketing and customer journey mapping tied for the top spot in 2024, with 47% and 46% respectively citing their value. That’s a consistent showing from 2023, but what’s notable is the jump in paid advertising—from 29% in 2022 to 41% in 2024—suggesting marketers are leaning harder on performance data to optimize campaigns.

On the flip side, omnichannel marketing remains a weak link, with just 14% seeing it as a top area for data application in 2024. Despite industry buzz, the numbers suggest it’s still more aspiration than execution.

If you're deciding where to double down on data-driven marketing, this year’s trends point to email, CX, and paid media as safe bets—while omnichannel may need a rethink (or better tooling) before it pays off. (More)

THE FUNNEL REPORT

AI Agents Are the New Search Bar

One-third of U.S. adults (33%) now use AI agents regularly to discover or interact with brands, making AI a legitimate top-of-funnel channel alongside search and social.

Consumers are comfortable delegating tasks to AI—38% for translation, 21% for shopping recommendations, and 17% for decision-making. Beyond discovery, 71% want AI agents for customer service, showing strong potential in retention and loyalty.

For marketers, AI is the new search bar. Winning requires structured product data, conversational content, and a focus on clarity and relevance.

The bottom line: AI is stitching together the funnel—from discovery to service—and smart brands will embrace it as a full-funnel partner, not a novelty. (More)

BUDGET SHIFTS

Digital Ad Spend Pushes Past Two-Thirds of Global Budgets

Digital is cementing its dominance. By 2025, 68.4% of total ad spend will go to digital channels, up from 66.5% in 2024, per new industry forecasts. Traditional media continues its decline, falling to 22.1% of spend in 2025, while digital extensions of traditional formats (like connected TV and streaming audio) hold steady around 8.6%.

The steady climb underscores a long-term reallocation of budgets away from linear TV, print, and radio toward digital-first environments. For marketers, the shift isn’t just about efficiency—it reflects the reality that audiences are spending more of their time on digital platforms and demanding personalized, measurable campaigns.

The takeaway: brands that still lean heavily on traditional channels may find themselves lagging behind peers who have already shifted the bulk of spend into digital. With nearly 7 out of 10 ad dollars going digital by 2025, marketers should reassess whether their budgets match consumer attention. (More)

BUYER’S ROOM

“We’re All Content Marketers Now”: Inside B2B’s AI Priorities

Ask any B2B marketer how they’re using AI in 2025, and chances are you’ll hear one word: content. A full 52% now say AI-generated content is their top use case—making it the #1 way marketers are applying AI tools this year.

But the Buyer’s Room tells a deeper story. Coding (39%), presentations (35%), and even web development (25%) are all gaining steam—hinting that AI is no longer just a copywriter’s sidekick, but a full-blown cross-functional tool.

What’s lagging? Video creation (8%) and automation (16%), suggesting that either the tooling isn’t there yet—or buyers just aren’t sold.

As one media buyer told us: “Everyone’s rushing to publish faster. But the smart ones are using AI to build the full funnel, not just fill it.”

If you’re pitching AI-based products, lean into utility, not hype. Buyers are clearly looking for tangible, daily-use impact. (More)

CREATIVE THAT CONVERTS

Podcasts and Audio Ads That Drive Action

Podcasts aren’t just for storytelling—they’re a high-converting channel for advertisers. With 100 million Americans tuning in weekly and the average adult consuming eight hours of content, the audience is both massive and engaged. The data speaks for itself: 46% of weekly podcast listeners have purchased a product or service after hearing about it on a podcast.

High-performing podcast ads combine authenticity with relevance. Listeners trust hosts, so branded messages that feel natural, contextually aligned, and conversational outperform hard-sell approaches. B2B marketers can leverage this by embedding case studies, success stories, or quick actionable tips within the ad. For B2C brands, focusing on benefit-driven, relatable storytelling resonates with listeners in their everyday environments.

The takeaway? 91% of marketers plan to maintain or increase investments in podcasts and audio content in 2025. The winning creative doesn’t just interrupt—it adds value, builds trust, and inspires action. (More)

CASE STUDY

Microsoft’s “Empowering Innovation” Campaign: Driving AI-Powered B2B Growth in 2025

Microsoft’s "Empowering Innovation" 2025 B2B campaign drove significant partner and enterprise growth by focusing on AI-powered cloud and Modern Workplace solutions. The campaign onboarded 141+ partners, exceeding goals, and boosted partner revenue growth to 135%, compared to 40% for non-partners. It generated a pipeline worth hundreds of millions, with tens of millions in direct revenue from Surface and cloud services.

Digital engagement saw 45% webinar attendance and a 25% increase in qualified lead conversion. This multi-channel, data-driven approach reflects 2025 B2B trends around AI personalization, hybrid events, and integrated selling, delivering measurable business impact and cloud adoption growth of around 17% in targeted markets.

The campaign exemplifies how strategic partner enablement, combined with storytelling and intent-driven marketing, drives real revenue and adoption gains. (More)

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"Success seems to be connected with action. Successful people keep moving. They make mistakes, but they don't quit."

Conrad Hilton