2024年领英B2B营销基准报告
The B2B Marketing Organization of TomorrowTo Understand the Evolving Landscape and Opportunity in B2B, We Surveyed B2B Marketing Leaders in Eight Countries.These countries represent core B2B growth markets with a vibrant LinkedIn member base.12345867U.S.U.K.GermanyIndiaSingaporeAustraliaBrazilFranceResearch MethodologyIpsos recruited a sample of 2,001 B2B leaders from various industries utilizing expert network sample providers.Participants took a 15-minute device-agnostic survey on mobile or desktop.Survey development drew from existing Ipsos expertise as well as findings from LinkedIn research. The focus of the survey was challenges being faced by senior-level B2B marketers globally. The large sample size allows for confident projection of results and analysis of subgroups of the target audience.LinkedIn also did an analysis of 1,000 B2B brands to understand how B2B companies are faring in this environment. We used our B2B Index, a new LinkedIn metric that measures effective brand building, to identify the 1,000 B2B companies we could analyze in aggregate to determine B2B trends on LinkedIn.Data Collection TimelineMarch 1 to March 29, 2024Respondent Profile•Regions: North America (n=250), LATAM (n=251), EMEA (n=750), APAC (n=750)•Job title: CMOs (n=448), *Other marketing C-SuiteC-Suite (n=682), Director/Manager (n=871)•Industries: Financial services (n=405), Tech (n=430), Agency (n=426), Professional services (n=402), Health (n=271) and Education (n=67)•Company Size: Small (10-49 employees) n=359, Medium (50-499 employees) n=814, and Large (500+ employees) enterprises n=828Our Perspective Is Backed by Data From Ipsos and LinkedInPrimary quantitative research was conducted by Ipsos via a device-agnostic online survey, designed with each market in mind. LinkedIn internal data provided critical context and understanding to Ipsos’ quantitative findings.Data is based on respondents to the survey and is not representative of all B2B marketers.*Other marketing C-Suite is comprised of titles of President, SVP, VPBlending Old and New Tactics and Techniques Will Help Today’s Marketers Build the More-Nimble Team of TomorrowThe B2B marketing team of the future is likely to be more agile, data-driven and customer-centric than ever before.Teams will still need a strong foundation of traditional marketing skills, but they will also need to be proficient in newer, more specialized capabilities to thrive in a rapidly changing environment. The B2B marketer of the future must be a versatile and multidisciplinary professional who can blend established marketing principles with cutting-edge technologies to drive results.So how does the marketer of today compare to the marketer of tomorrow?LinkedIn has partnered with Ipsos, tapping about 2,000 marketing leaders across eight different global markets for their thoughts, to determine how marketers are currently optimizing toward this future.Today’s marketing leaders are confident in their own and their teams’ ability
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