2024年領(lǐng)英B2B營(yíng)銷基準(zhǔn)報(bào)告

3535114422667788Linked面B2BMarketingBenchmark2024Linked面B2BMarketingBenchmark2024Linked面Linked面B2BMarketingBenchmark2024Linked面Linked面B2BMarketingBenchmark2024Linked面TheB2Bmarketingteamoftomorrowisagile,data-drivenandcustomer-centric,WHATTHEYWHATTHEYAREDOINGTODAY…Linked面B2BMarketingBenchmark2024WHATTHEYAREDOINGTODAY…Linked面B2BMarketingBenchmark2024Linked面WHATTHEYWHATTHEYAREDOINGTODAY…Linked面B2BMarketingBenchmark2024WHATTHEYAREDOINGTODAY…OPPORTUNITYAREA:Linked面B2BMarketingBenchmark2024WHATTHEYAREDOINGTODAY…Linked面B2BMarketingBenchmark2024WHATTHEYAREDOINGTODAY…Linked面B2BMarketingBenchmark2024WHATTHEYAREDOINGTODAY…Linked面B2BMarketingBenchmark2024WHATTHEYAREDOINGTODAY…ttLinked面B2BMarketingBenchmark2024WHATTHEYAREDOINGTODAY…gTheseactionsshowhowmarketingteamsareembrocingDEltobettercompete.Linked面B2BMarketingBenchmark2024Linked面LinkedB2BMarketingBenchmark2024Nowlet'sdigdeeperintothefutureoandwhotB2Bmarketersaredoingrightnowtooptimizetheirteamstowardthatfuture.LinkedB2BMarketingBenchmark2024Linked面B2BMarketingBenchmark2024Linked面Linked面B2BMarketingBenchmark2024Linked面Linked面B2BMarketingBenchmark2024Linked面we'llexplorenextwhattheyarespendingtheirmoneyon,andhowmarketingorganizationsashighlightingtheirprioritiesandchallenges.54%54%20%20%l7%18%l7%8%5%INSIGHT5%2%CMosandothermarketingc-suitearemorelikelythanlncreasedIncreasedsomewhatstayedthesameDecreasedDecreasedlncreasedIncreasedsomewhatstayedthesameDecreasedDecreasedBasesizen=200lBUDGETCHANGEPAST.Howwouldyoudescrbethechangeinyourcompany'SB2Bmarketingbudgetcomparedtooneyearago?IfyouwerenotinyourcurrentroleoneLinkedB2BMarketingBenchmark2024Linked面B2BMarketingBenchmark2024Linked面Allocotionl8%5%l4%10%HeadcountAllocation24%19%17%5%l4%1l%Linked面B2BMarketingBenchmark2024Linked面Basesizen=200lbudgetisallocatedtoeach,withlbeingthelargestportionofthebudgetand2beingthesmallestALLOCATIONCHANGE.Thinkingaboutyourmarketingbudget.Howhasyourbudgetallocationforeachofthefollowingchangedinthepastl2months?"ourinvestmentincustomermorketingrevenuefromadditionalusecasescontributesequallytothetopline.so,weplantoincreasethemixofcustomerchiefMarketingoffcer,sprinklrLinked面B2BMarketingBenchmark2024Growingahigh-qualityleadpipelineGrowingahigh-qualityleadpipelinebusinessisfocusedonshort-termRolImplementingAltechnologyhappeningallatonce(e.g.,Al,measurementmodels,newregulation)Buiwhenthebusinessisfocusedonshort-termRolwhenthebusinessisfocusedonshort-termRolLinked面B2BMarketingBenchmark2024Linked面Linked面B2BMarketingBenchmark2024Linked面57%51%46%42%37%32%10%7%8%7%5%3%3%3%pessimisticuncertainoptimisticconfidentpessimisticuncertainnCMOSeniorMarketingLeaderManoger/DirectorBasesizen=200lQOUTLookwhichofthefollowingbestdescribeshowyoufeelaboutthelikelihoodofwhetheryourmarketingteam'seffortswidrivebusQJOBCONFIDENCE.pleaseilintheblank"comparedtooneyearagoIfeel_inmyabilitytoeffectivelydomyjob:"Linked面B2BMarketingBenchmark2024Linked面Linked面B2BMarketingBenchmark2024Linked面Linked面B2BMarketingBenchmark2024Linked面Next,we'lldigintotechprioritiesforB2Borganizationsrightnow,whichhappenstobeledbyAladoptionandintegration.we'lalsoexploretheAIskillsmarketersarelearningtobecomemorecompetitive.2%32%2%32%yesWyesWNOUnsureCCMosandothermarketingc-suitearemorelikelythanDirectors/ManagerstosaytheyarecurrentlyuCAluseandtheirAluseandtheirorganizationprovidestrainingopportunities.LinkedB2BMarketingBenchmark2024.223344557788Boasesizen=200lBoasesizen=200lLinkedB2BMarketingBenchmark2024"AccordingtothecensusBautomationQSthemostprolificcurrentfutureuseofArtificialIntelligence(AI)atthebusiness-level,soitcomesasthatAItopsthelistoffastestallcphD,HeadofEconomics,AmericasatLinkedlnLinked面B2BMarketingBenchmark2024Linked面B2BMarketingBenchmark2024Linked面Bosesizen=l31640%Accelerationofcontentcreation39%Bettercampaignideation/optimization30%costeffciencies30%29%Morepersonalizedcontent/campaigns27%26%Improvedcustomerengage24%24%"we'reparticularlyfocusedonhowAlcanhelpmarketersbreakthroughincreaseconversionrates.creativity.HubspottersaresavingtAltoolsthatmakecreatingfblogs,adcopyandwebpagessupereasy.It'salsobeenacreativeconfidencebooster,chiefMarketingoffcer,HubspotLinked面B2BMarketingBenchmark2024Linked面B2BMarketingBenchmark2024Linked面43%34%34%30%lnsuffcientAIskillsonstoff Datamanagement&privacyToomanyAIoptions/don'tknowwheretobegin43%34%34%30%25%25%LeadershipdoesnotprioritizeAl25%25%24%cost24%outdatedinfrastructureAI-generatedcontentlackshumanity/toorobotic40%40%34%Inaccurateinformation32%34%Inaccurateinformation32%Dataprivacy&securityDataprivacy&security31%31%poorqualitycontent29%poorqualitycontent29%27%27%24%Lackofdata23%INSIGHT23%Ccost&implementation22%TechsectorismorelikelythanFinancialservicesandprofessionolservicessectorstosaydownsideofAlisCcost&implementation22%Basesizen=l316LinkedB2BMarketingBenchmark202431%31%34%INSIGHTCCMosondothermarketingc-suitearemorelikelythanCCMosondothermarketingc-suitearemorelikelythanDirectors/ManagerstosaytheyarecurrentlyusingAR/VR·Basesizen=200lLinkedB2BMarketingBenchmark2024Linked面B2BMarketingBenchmark2024Linked面47LinkedB2BMarketingBenchmark202447BRANMLTI-__HANN上LLinked面B2BMarketingBenchmark2024Linked面arecurrentlyinvestinginbrand,aswellashowthey'releveragingtechnologytoprovidebetterBaseBasesizen=200lALLOCATIONCHANGE.Thinkingaboutyourmarketingbudget.Howhasyourbudgetallocationforeachofthefollowingchangedinthepastl2months?Basen=448CMOATTITUDES.pleaseindicatehowmuchyouagreeordisagreewitheachofthefolloBasesizen=l464MorebrandengagementHelpedbrandachievegreatershareofvoiceorsov55%55%48%48%42%42%41%41%27%27%other6l%Linked面B2BMarketingBenchmark2024Linked面BetterabilityBetterabilitytotarge47%47%creatingengagingbrandcreatingengagingbrandexperience46%46%46%46%Testboldnewcreative40%Testboldnewcreative40%ltismorecost-effectivethanotherdigitaladvertisingchannelsltismorecost-effectivethanotherdigitaladvertisingchannels38%32%Basen=l38l32%Basen=lBasesn=l316LinkedB2BMarketingBenchmark2024"BrondandphD,HeadofEconomics,AmericasatLinkedlnLinked面B2BMarketingBenchmark2024Linked面Linked面B2BMarketingBenchmark2024Linked面Linked面B2BMarketingBenchmark2024Linked面Linked面B2BMarketingBenchmark2024Linked面Marketersaredeterminingwhichkindsofcontenttheircustomersfindrelevantandresourcefulandhowtodeliverit.whatwillbeimportantfortomorrow'scontentmarketer?Linked面B2BMarketingBenchmark2024socialmediaEmailEmailnewsletterpintmagazineLinearTVCTVINSIGHTechINSIGHTechandAgencysectorsmorelikelythanFinonciolservicesondprofessionolserviceCother6l%50%46%42%32%25%22%20%Basen=200lLinkedB2BMarketingBenchmark202427%27%49%43%49%socialmedia55%CTV36%CTV46%46%46%45%Email46%46%46%45%Email42%42%LinearTVLinearTV39%EmailnewsletterEmailnewsletter8%Digitaleventsn-923,printn=502,Digitalmagazinen-635,LinearTvn=434,CTVN-391)pintmagazinepintmagazinelncreasestaythesamenDecreaseLinkedB2BMarketingBenchmark2024videovisualcontent(DatavThoughtleadershipblogposts/articlescosestudiesInfluencercontentwhitepapers/ebooksLivestreampodcastINSIGHTINSIGHTCMosorothermarketingc-suitetosaytheyCCotherl4%10%8%8%7%4%4%Basen=200lLinkedB2BMarketingBenchmark202465%32%2%video65%32%2%video6l%33%Influencercontent33%60%36%4%cosestudies60%36%4%cosestudies56%56%40%56%Thoughtleadershipblogposts/articles40%4%56%Thoughtleadershipblogposts/articles40%4%52%42%Livestream52%42%Livestream43%service-oriented'how-to'blogposts/articl43%6%49%44%44%46%45%whitepapersle45%8%45%49%videon-l018,visualcontentn=1023,Livestreamn=469,Influencercontent45%49%contentwillchange?LinkedB2BMarketingBenchmark2024Linked面B2BMarketingBenchmark2024Linked面B2BMarketingBenchmark2024Linked面40%39%30%25%20%short-form,socialvideosTestimoniallcasestudyproduct/senvicedemoExpert/thoughtleaderinterviewelAnimatedvideo44%Linked面B2BMarketingBenchmark2024Linked面Linked面B2BMarketingBenchmark2024Linked面LATAANALYSTANALYSTSTANALYSTMEASLREMENTLinked面B2BMarketingBenchmark2024Linked面Thoughtheyareconfidentintheirabilitytoprovetheeffectivenessoftheirefforts,today'sLinked面B2BMarketingBenchmark2024Linked面49%33%12%5%somewhatdisagreestronglydisogreestronglyagreesomewhatdisagreestronglydisogreedemonstratetheimpactofthoughtleadershiptothec-suiteBasen=200lMAKETINGlIMPACT.pleaserateyourlevelofagreementwiththefollowingstatements.-Themarketingteamatmyorganizationisabletodemonstrateimpacttothec-suite.THOUGHTIMPACT.lsyourmarketingteamabletodemonstratethebottom-lineimpactofyourthoughtleadershiplcontentmarketingtothec-suite?phD,HeadofEconomics,AmericasatLinkedlnLinked面B2BMarketingBenchmark2024underpressuretoproveRolintooshortoftimeunabletomeasureactivitybetweenspecificbuyestruggletodelivermetricsthatshowbottom-linevalueofmarketingeffortstoc-suite38%38%37%37%unabletoconnectandanalyzedataacrossapplicationsandplatforms33%unabletoconnectandanalyzedataacrossapplicationsandplatforms33%33%Lackofdatahygieneandintegrity30%Lackofdatahygieneandintegrity30%24%24%22%INSIGHTCCMosondothermarketingc-suitearemoreCCMosondothermarketingc-suitearemorelikelythantechnologytomeasureimpact.LinkedB2BMarketingBenchmark2024Linked面B2BMarketingBenchmark2024Linked面Linked面B2BMarketingBenchmark2024Linked面Linked面B2BMarketingBenchmark2024Linked面technicalexpertise.Additionally,strongcriticalthinkingandemotionalintelligenceareessentialandadaptingtoropidchanges.Marketing+communicationsstrategyLead,AccentureLinked面B2BMarketingBenchmark2024Linked面Linked面B2BMarketingBenchmark2024Linked面AdvancesAdvancesintechnologycoupledwithatighterlaborenvironnent.Toovercomethesechallenges,B2BsaytheyareimprovingagilityandadaptabilitytostayBasesizen=200l55%Improvingagilityandadaptabilitytostayresilientamidchange53%49%40%36%34%inthenextcoupleyears.skillstobesuccessful.suchasMarTechinranking.AgilitylAdaptabilitycreativestrotegy&execution Growthmindset Relationshipbuilding Basesizen=200lQSELFSKILLIMPORTFUTURE.Inyou Basesizen=200lQSELFSKILLIMPORTFUTURE.Inyouother41%41%41%41%39%39%39%40%32%31% 32%31% 19%19%19%19%LinkedB2BMarketingBenchmark2024Linked面B2BMarketingBenchmark2024Linked面Dataanalysisempowerstoday'smarketerstonavigatethecomplexandeverchangingFormarketerslookingtothriveintoday'sdata--Linked面B2BMarketingBenchmark2024Linked面35%lammoreopentocandidateswiththerightskillsovertherighteducation35% IseektohiretalentbyprioritizingexperienceabovecultureitotherLinked面B2BMarketingBenchmark2024Linked面Linked面B2BMarketingBenchmark2024Linked面LISTENERTRANSPARENTSLVERIADAPTABLELinked面B2BMarketingBenchmark2024Linked面alignmarketingstrategieswithoveralTopoverallskillsAddedLinkedB2BMarketingBenchmark2024Linked面B2BMarketingBenchmark2024Linked面however,lin10saytherearenosynergiesatall,10%35%Basesizen-200lofcMossayitislikelytheywillofcMossayitislikelytheywillundergoareorganizationattheircompanyBasesizen=200lBasesizen=448Linked面B2BMarketingBenchmark2024Linked面Linked面B2BMarketingBenchmark2024Linked面B2BMarketingBenchmark2024Linked面Linked面B2BMarketingBenchmark2024Linked面Linked面B2BMarketingBenchmark2024Linked面Next,we'lllookathowcMosaregrowingtheirreputationacrossthec-suiteandbecomingLinked面B2BMarketingBenchmark2024Linked面Basesizen=448Basesizen=448Moredirectroleindrivingrevenue&growth36%collaboratingmorewithothersinthec-suite35%Expectedtobeabletodemonstrotemarketingimpacttobottom35%Helpingtodriveoverallcompanystrategy&budgeting35%undermorepressuretoproveRolinlesstime33%31%Moreagilitywhenitcomestoadaptingtonewcircumstances29%29%25%23%collaborotingmorewithcFO23%LinkedB2BMarketingBenchmark2024efficientgrowthforasaasbusiness.overthelastyear,marketing'smandatehasexpandedsignificantlytoincludeadditionalfunctionslikebusinessdevelopment,pricingandpackaging"chiefMarketingofLinked面B2BMarketingBenchmark2024TopoverallskillsAddedtocMoprofilesGlobally2.communication4.DigitalMarketing5.projectManagementll.LeadershipTOPDigitalskillsAddedl.Branding&ldentity4.socialMedia5.softwareasaservice(saas)6.productDevelopment9.contentManagement10.Microsoftofcell.corporateBrandingl2.webDesign13.MicrosoftExcel14.webDevelopment15.userExperience(ux)tocMoprofilesGloballyLinked面B2BMarketingBenchmark2024Linked面"Inamorecautiouseconomy,tighterbudgetsmeancMosmusttakeonagreaterroleonmarketspending.Asaresult,weseemorketingstrategytoppingthelistofcMoskillsaddedfromJanuarytoMarch2024.wealsoseerevenuegenerationamongthetopfivefastestgrowingforcMosandcommercecommerceoptimi