The B2B Marketing Benchmark: A Global View of B2B Marketing by LinkedIn and Ipsos

[najmulseo2020]

The B2B world is in turmoil. A new era is dawning, where traditional business models are giving way to innovative strategies and a buyer profile that has evolved dramatically compared to past decades. It’s a true renaissance that is happening right before our eyes.



Leading Through Uncertainty: The B2B Treasure Map

In such a volatile environment, how can B2B organizations position themselves ahead of the competition and lead with confidence? A meticulous survey sheds light on this dilemma. With a sample of 1,954 B2B leaders recruited by the renowned Ipsos and strengthened by insights from LinkedIn, the findings are a veritable treasure map for those who want to successfully navigate the waters of uncertainty.



The Pulse of B2B Leaders: Budgets and Perspectives

The data speaks for itself. These are not argentina telegram lead just cold numbers, but rather a reflection of a pulsating reality. About 81% of B2B marketing leaders , which include CMOs and senior marketers, are redefining the game with budgets that are not only growing, but also allocated with a keen eye to the future. The research suggests a consistent increase in budgets and spend across the regions analyzed.



Connection and Innovation: The DNA of Today's B2B Marketing

In a bold and strategic move, 6 out of 10 B2B marketing leaders are betting on the resumption of in-person events, seeing them as a unique opportunity to establish valuable connections. And there’s more: a significant majority expect to increase the use of these events in the coming year. This is the human face of B2B gaining ground in the digital world.



The Race for Generative AI in B2B

Generative artificial intelligence (AI) isn’t just a trend; it’s the new frontier. And what about B2B leaders? They’re more than ready to embark on this journey. A staggering 3 in 4 B2B marketing leaders already plan to implement or expand their use of this technology.



The Golden Strategy: Branding and Demand in Focus

There’s no silver bullet in B2B marketing, but there is a proven approach: focusing on the entire prospect journey. B2B leaders are investing increasing budgets to not only keep their brand and demand strong, but also to ensure they have a solid impact at every stage of the sales funnel.



The Future is Now: Building Brands and Generating Leads

What does the future hold for B2B marketing? One thing is certain: leaders are betting big on lead generation and brand building, investing a greater proportion of their budgets in these critical areas. And this trend remains consistent across regions, outlining a global pattern of investment and priorities.


Planet Earth surrounded by digital icons - AI-generated image - Dall-e
Planet Earth surrounded by digital icons - AI-generated image - Dall-e

Beyond the Numbers: The New Era of B2B Marketing

The Unquestionable Rise of B2B Marketing

At the heart of the B2B renaissance lies the fusion of art and science, propelling marketing organizations to new heights. But what’s really driving this rise? The answer lies in the ability of B2B marketing leaders to weave diversity, equity, and inclusion (DEI) into the fabric of their strategies.



The Art of DEI in B2B Marketing

DEI storytelling in B2B marketing isn’t just about making a good impression. It’s a smart strategy and, according to industry leaders, an absolute must. More than 8 in 10 CMOs recognize the importance of broadening their capabilities, a critical skill for demonstrating the impact of B2B marketing in the eyes of CFOs and CEOs. These leaders are not only understanding but also communicating brand value in ways never before.



The Science Behind Engagement

Engagement isn’t just a buzzword; it’s a tangible metric. 35% of leaders are now incorporating emerging technology like AI to elevate customer experience, standing out as one of the biggest drivers of engagement. This isn’t just a shift; it’s a revolution in understanding the value of marketing in the marketing mix.