In times of turbulence, B2B marketers should focus, master change leadership and continuously evaluate risk, according to Matthew Selheimer, Forrester’s VP and Research Director. “People are in fight-or-flight mode, they’re not thinking about long-term commitments,” he says, and that’s a mistake. “There’s the risk that company values could get compromised as you try to chase any revenue you can get.”

In lieu of reacting in a knee-jerk fashion to each perceived threat, Selheimer recommends that B2B marketers take these nine steps to thrive through volatility.

Social media has evolved from a platform for marketing and brand awareness into a critical space for responsive customer service and even direct revenue generation. But in order to unlock the full potential of social channels, brands must demonstrate authenticity, consistently deliver value and keep pace with rising customer expectations, according to a new social commerce report from Emplifi. We review the study’s key takeaways.

Mattress brand PlushBeds has had success with enhancing its product detail pages using generative AI question prompts, leading to a conversion rate increase. Additionally, the brand's customer service calls have decreased and its SEO ranking increased after implementing Alby, a generative AI shopping tool. Here’s a look at the tool's functionality and results of its implementation.

Lastly, to stand out in the highly competitive global skincare industry—worth a whopping $186 billion—many brands are leveraging experiential marketing as a way to reach Gen Alpha and Gen Z age groups. Here are eight marketing tactics brands are using to break through.

Until next week,