市场易&圆禹营销咨询：2022中国B2B市场营销现况白皮书（40页）.pdf

1、NOVEMBER 2022B2B?CHINA B2B MARKETING TRENDS AND PRACTICES:BREAKTHROUGH IN B2B LEAD GENERATION METHODS?B2B?C O N T E N TC O N T E N TBACKGROUND,METHODOLOGY&SAMPLING?PAGE3-4INTRODUCTION?PAGE5PART 1:B2B MARKETING SPENDS&EFFECTIVENESSB2B?出?PAGE6-9PART 2:MARKETING CHANNEL SELECTION&LEAD GENERATION CHALLE

2、NGES?PAGE10-20PART 3:CONTENT MARKETING IN THE VIDEO ERA?PAGE21-32PART 4:MARKETING DIGITALIZATION?PAGE33-35PART 5:MARKETING PROFESSIONALS?PAGE36-38ABOUT US?PAGE39-402?B A C K G R O U N DB A C K G R O U N D?2清?免?B2B?2021清?免?B2B?指?清?清?免?B2B?兴?免?B2B?3?METHODOLOGYMETHODOLOGY&SAMPLINGSAMPLING?竞?2022清免?B2B

3、?2022清9?影?660?401?清?33%?影?免?B2B?清?B2B?(?)?1%1%3%7%29%61%?21%23%16%40%1000?1%7%37%18%20%19%?1?2-5?6-10?11-20?20?3%3%4%5%6%6%8%24%45%?4?I N T R O D U C T I O NI N T R O D U C T I O N2022清?楼?变?出?指?指清?典?清?笼?光?指?免?竞?B2B?B2B?免?免?B2B?2021清?B2B?/?2022?B2B?5B B 2 2 B B?出?出?64%39%42%9%2%2%2%?B2B?清?B2B?潜清?清?43

4、43%?流?流?B B2 2B B?清?清?3030%?指?鉴?竞?指?楼?楼?楼?B2B?出?7?/?2022?B2B?721%8%7%12%21%19%12%1000?800-1000?500-800?300-500?100-300?100?2022清?免?B2B问?5%9%24%37%8%6%2%9%?50%?20%-50%?20%?20%?20%-50%?50%?2021清?36%?500?清?清?2?B2B?1000?38%?2022清?37%?清?20212021-20222022清?清?指?指?变?变?楼?/?2022?B2B?8B2B?出?100%?80%?60%?50%?40

5、%20%?60%?80%?100%?50%?40%20%?2%13%18%1 16 6%2 20 0%2 23 3%2 2%8%?B2B?20212021清清?7070%?20222022清?清?6161%?激?指?清?指?/?2022?B2B?9B2B?出?(lead generation)?B2B?兴?兴?指?101%6%11%13%14%21%22%31%31%34%36%37%40%?B2B?清?(KPI)?/?ROI?出?/?KPI?清?指?楼?免?楼?楼?ROI?光?光?激?指?指?leads?leads?指?B2B?竞?竞?免?楼?光?/?2022?B2B?11B2B?出?指?光

6、?出?出?楼?楼?楼?CTA?楼B2B?光?光?光?光?(chooser)?免?(influencer)?楼?B2B?免?免?流?流?变?变?楼?光?竞?激?兴?光?激?楼?/?2022?B2B?12B2B?出?光B2B?5.4?1-10?%6.89 6.88 6.85 6.82 6.76 6.70 6.63 6.59 6.34 6.29 6.23 6.19 5.92 5.82 5.48 4.95 4.71 4.29?/?KOL?/?/?(?)?SMS?75.5%21.0%50.5%19.0%20.5%70.5%40.0%35.5%14.5%12.0%51.5%49.5%12.0%17.0%1