2024年领英B2B营销基准报告.pptx

TheB2BMarketing

OrganizationofTomorrow

ToUnderstandthe

EvolvingLandscape

andOpportunity

inB2B,WeSurveyed

B2BMarketingLeadersinEightCountries.

Thesecountriesrepresent

coreB2Bgrowthmarketswith

avibrantLinkedInmemberbase.

India

Singapore

U.K.Germany

B2BMarketingBenchmark2024

Australia

France

Linked面

Brazil

U.S.

OurPerspective

IsBackedby

DataFromIpsosandLinkedIn

PrimaryquantitativeresearchwasconductedbyIpsosviaadevice-agnosticonlinesurvey,designedwitheachmarketinmind.

LinkedIninternaldataprovided

criticalcontextandunderstandingtoIpsos’quantitativefindings.

ResearchMethodology

Ipsosrecruitedasampleof2,001B2Bleadersfromvariousindustriesutilizingexpertnetworksampleproviders.

Participantstooka15-minutedevice-agnosticsurveyonmobileordesktop.

SurveydevelopmentdrewfromexistingIpsosexpertiseaswellasfindingsfromLinkedInresearch.Thefocusofthesurveywaschallengesbeingfacedbysenior-levelB2Bmarketersglobally.Thelargesamplesizeallowsforconfidentprojectionofresultsandanalysisofsubgroupsofthetargetaudience.

LinkedInalsodidananalysisof1,000B2Bbrandsto

understandhowB2Bcompaniesarefaringinthisenvironment.WeusedourB2BIndex,anewLinkedInmetricthatmeasures

effectivebrandbuilding,toidentifythe1,000B2B

companieswecouldanalyzeinaggregatetodetermineB2BtrendsonLinkedIn.

RespondentProfile

•Regions:

NorthAmerica(n=250),LATAM(n=251),EMEA(n=750),APAC(n=750)

•Jobtitle:

CMOs(n=448),*OthermarketingC-SuiteC-Suite(n=682),Director/Manager(n=871)

•Industries:

Financialservices(n=405),Tech(n=430),Agency

(n=426),Professionalservices(n=402),Health(n=271)andEducation(n=67)

•CompanySize:

Small(10-49employees)n=359,Medium(50-499employees)n=814,andLarge(500+employees)enterprisesn=828

DataCollectionTimeline

March1to