Post by account_disabled on Mar 10, 2024 7:12:57 GMT
LinkedIn has published “ The B2B Marketing Benchmark Report 2023 ” a very useful report to understand the state of B2B marketing in the world. It is based on interviews with over 1,900 marketers in key countries: USA, Brazil, France, Germany, UK, India, Singapore, Australia. Overall, a high degree of optimism and confidence in the future emerges, also demonstrated by the growth in the budgets available. I summarize here the results that most impressed me. Budget : When asked how the marketing budget will be spent in 2023, in first place are Lead Generation, Brand Building & Awareness, Demand Generation and Account Based-Marketing CMO : approximately 2/3 of the managers interviewed believe that the role of the CMO has acquired greater importance compared to two years ago.
About half report that they have more direct responsibility for generating revenue and India Mobile Number Data growing the company. 6 out of 10 respondents say that business leaders now attach more importance to brand building, which can protect the company in critical market conditions. Skills : the most important skills for a CMO are creative strategy and execution, the ability to manage martech (marketing technology) and data analysis, but also problem solving and innovative thinking. The most important skills for marketing team members in the future: martech and data analysis (53%) and storytelling as the ability to creatively connect with audiences (43%). KPIs : only 1 in 3 measure the ROI of a campaign after 4 weeks, most do it after that.
Channels : 60% of marketing leaders surveyed said they plan to plan in-person events this year and even more so next. This type of event is still considered the most effective marketing channel. As for digital places, LinkedIn (80%), YouTube (64%), Facebook (57%) and Instagram (52%) are preferred. Challenges : the main challenge remains that of acquiring new customers, but in second place is the ability to incorporate new artificial intelligence technologies into the marketing mix. Among those already using AI, 81% plan to increase their use in the next year. If we look around on LinkedIn, there are still few marketers who talk about generative artificial intelligence (just over 5%). Less than half of marketing leaders are using AI applications for their activities.
About half report that they have more direct responsibility for generating revenue and India Mobile Number Data growing the company. 6 out of 10 respondents say that business leaders now attach more importance to brand building, which can protect the company in critical market conditions. Skills : the most important skills for a CMO are creative strategy and execution, the ability to manage martech (marketing technology) and data analysis, but also problem solving and innovative thinking. The most important skills for marketing team members in the future: martech and data analysis (53%) and storytelling as the ability to creatively connect with audiences (43%). KPIs : only 1 in 3 measure the ROI of a campaign after 4 weeks, most do it after that.
Channels : 60% of marketing leaders surveyed said they plan to plan in-person events this year and even more so next. This type of event is still considered the most effective marketing channel. As for digital places, LinkedIn (80%), YouTube (64%), Facebook (57%) and Instagram (52%) are preferred. Challenges : the main challenge remains that of acquiring new customers, but in second place is the ability to incorporate new artificial intelligence technologies into the marketing mix. Among those already using AI, 81% plan to increase their use in the next year. If we look around on LinkedIn, there are still few marketers who talk about generative artificial intelligence (just over 5%). Less than half of marketing leaders are using AI applications for their activities.