领英：2024年B2B营销基准报告（英文版）（99页）.pdf

1、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.1 12 23 34 45 58 86 67 7U.S.U.K.GermanyIndiaSingaporeAustra

2、liaBrazilFranceResearch 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

3、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 compan

4、ies 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 March29,2024Respondent ProfileRegions:North A

5、merica(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(10Small(10-49 employees

6、)n=359,Medium(5049 employees)n=359,Medium(50-499 499 employees)n=814,and Large(500+employees)employees)n=814,and Large(500+employees)enterprises n=828enterprises n=828Our Perspective Is Backed by Data From Ipsos and LinkedInPrimary quantitative research was conducted by Ipsos via a device-agnostic o