The ClickZ Digest | Leveraging Intent Data to Grow Your Pipeline and How a B2C Mindset Can Unlock B2B Potential

[Subscribe]() | [Forward]() [Logo]() May 21, 2024 ClickZ Digest EDITOR’S PICKS INSIGHTS [How to Use Intent Data to Grow Pipeline]() Alison Murdock, Founder & Chief Marketer at Trusted CMO, unpacks signals of buying intent in today's digital landscape to help B2B companies grow their pipeline. Explore how to use intent data to identify, prioritise and personalise your outreach to in-market buyers at the right time. Intent Data INSIGHTS [Is In-Store Retail Media Already Part of Your Marketing Strategy?]() In-store retail media is transforming marketing with targeted advertising in shopping environments. Retail media networks are growing, with Tesco and Morrisons leading the way, and the future promises more personalisation and dynamic content despite challenges. Strategy INSIGHTS [OpenAI's New ChatGPT-4o]() OpenAI has introduced ChatGPT-4o, a cutting-edge AI model capable of understanding and generating content across multiple modalities such as voice, text, and images. The 'Omni' aspect of GPT-4o represents its versatility in processing diverse forms of communication, allowing for more natural and fluid human-machine interactions. AI WHAT WE ARE READING MARKETING BREW [What Google’s VP and GM of Search Ads Has to Say About AI-Powered Results]() Google has been testing generative AI-enabled features in search for at least a year, but their effects on the internet ecosystem—from publishers to search advertisers to SEO experts—are still unclear. BRAND EQUITY [Generative AI and Agenoids: Transforming Customer Engagement in the Digital Age]() Gen AI steps in to tackle these challenges head-on by dismantling data silos, integrating diverse information sources, and humanizing conversations to construct a unified customer conversational profile. MARKETING TECH [43% of Gen Z Think Ads in Games Ruin the Experience]() It is estimated Gen Z’s spending power is upwards of $360bn in the US alone, with many more yet to age into adulthood. With a staggering 65% of respondents spending over three hours a day playing video games, and 72% saying they can be their authentic selves while playing online, gaming is a critical mainline artery to reach and meaningfully engage with Gen Z. TOP VOICES INSIGHT FROM CHIRANJIB NATH [Neuromarketing: Leveraging Brain Science to drive Engagement]() Unlock the power of neuromarketing to captivate your audience. Discover how brain science can revolutionize your marketing strategies and boost engagement. WHAT WE ARE LISTENING TO STEIN IAS [Navigating the ‘Upside Down’: When B2C Brands Lean into B2B]() Many global brands commonly thought of as business-to-consumer (B2C) are seeking and seeing growth by building the considerable business-to-business (B2B) parts of their enterprises. Leaders from Uber for Business, The Kraft Heinz Company and Vodafone discuss how a B2C mindset can unlock B2B brand potential. [Listen Here]() MORE THAN A NEWSLETTER [Editorial]() Contact an editor to create content for your business. [Advertise with us]() [Get in touch with our Advertising Team.]() [linkedin.png]() [twitter.png]() [youtube.png]() You have currently opted in to receive ClickZ Updates. You can [update your details]() and [change subscription preferences here.]() If your no longer wish to receive these emails you may [unsubscribe here.]() If you have any questions regarding the unsubscribe process please contact [gdpr@contentive.com]()