Insights and Innovations: Tinuiti’s Highlights from Google Think B2B
The Google Think B2B event was packed with valuable insights for marketers looking to stay ahead in the rapidly evolving B2B landscape. With a focus on AI, first-party data experimentation, and collaboration, the event provided actionable strategies for growth and innovation. If you’re aiming to harness cutting-edge marketing techniques, this recap will highlight the most impactful discussions, key takeaways, and emerging trends you can apply to your business.
Attending this event not only offers direct exposure to thought leaders and the latest trends but also provides a roadmap for how organizations can effectively integrate new technologies and approaches to stay competitive.
What is Google Think B2B?
Google Think B2B is a premier event designed to provide actionable insights for B2B marketers taking place at Google Headquarters in Mountain View, CA showcasing how AI, data, and digital transformation are reshaping the industry. Hosted by Google, it brings together top executives, innovators, and strategists to discuss the future of B2B marketing. Attendees range from marketing leaders in enterprise organizations to those spearheading digital initiatives at smaller companies, making it a valuable event for anyone looking to scale their marketing efforts and adopt the latest technologies.
Significant speakers this year included Jess Bailey Kelly from Google and industry experts like Rishi Dave from Bain & Company, sharing insights on how companies can thrive in an AI-driven world.
Recap: Key Insights from Google Think B2B 2024
1. AI’s Role in B2B Growth
During the keynote, Rishi Dave emphasized the importance of AI in accelerating marketing success. Companies that strategically implement AI in content production and sales alignment see 2x revenue growth compared to those that do not. High-growth companies are also making AI-driven decisions more “choiceful,” meaning they apply AI where it offers maximum value rather than using it broadly. Low-growth companies tend to automate existing processes without innovation, missing opportunities to streamline and enhance performance.
2. First-Party Data and Cross-Functional Collaboration
Speakers like Lesley Chou highlighted the democratization of first-party data as a cornerstone for future growth. As third-party data becomes less reliable, building and optimizing consented, proprietary databases is critical. The event stressed the importance of collaboration across sales, marketing, finance, and analytics teams to model Customer Lifetime Value (CLTV) and make key data accessible. Firms that organize around full-funnel success and align marketing with sales goals are seeing better performance in lead generation and conversions.
3. Velocity Marketing: Moving Fast with Purpose
Panelists from companies like Digikey and Zendesk shared their experience with “velocity marketing” — rapidly deploying campaigns while maintaining focus on data validation and strategic automation. Testing through Google’s PMax campaigns and focusing on value-based bidding has led to tangible results, such as a 20% increase in new customer count at Digikey. The lesson: don’t hesitate to move quickly, but ensure you’re optimizing with accurate, actionable data, and have the right internal champions supporting your vision.
Key Takeaways from Google Think B2B 2024
- Ensure all teams have access to key data points across the organization and partners.
- Obtain a key stakeholder in each department, including the executive team, as a marketing team. For example, who is the go-to legal partner? Does Marketing need to loop in data teams or finance to get buy-in on a key initiative?
- Frame requests for these teams with impact to the business as a whole, such as “sharing our data with Google Ads will increase revenue by 25% this quarter”
- Share testing losses, not only wins with the entire organization, including executive leadership. Share what was learned and how the learning changes shape strategy in the near and distant future
- When measuring brand efforts, think of the short, mid, and long-term measurement solutions: lift studies (short), organic and cross-channel impact (mid), and MMM (long)
- Use CLEAR goals to sort through and prioritize the many testing opportunities that Google and others bring us. Ask yourself: which of these tests will get us closer to X goal?
- when planning a brand or upper funnel test in B2B, ensure you have a measurement plan for the ENTIRE customer journey.
Conclusion
The Google Think B2B event underscored the need for agility, collaboration, and data-driven decision-making in today’s B2B marketing. From AI integration to first-party data management, the future of B2B lies in building strategies that not only adapt to changing technologies but also foster collaboration across teams.
At Tinuiti, we are well-positioned to capitalize on these trends by aligning our values of data transparency, collaboration, and innovation with the insights shared at this event. Our focus on testing, optimizing, and empowering teams to make informed decisions mirrors the strategic direction outlined by top B2B marketers. By applying these principles, we can continue driving growth for our clients in the rapidly changing landscape of B2B marketing.
