The region’s marketing leaders are confident of their teams’ ability to drive revenue in the year ahead, according to LinkedIn’s 2024 B2B Marketing Benchmark.
LinkedIn has recently offered new insights with the launch of its latest 2024 B2B Marketing Benchmark. After a challenging year of tighter budgets and heightened pressure to prove ROI, the region’s B2B marketing leaders are showing a renewed sense of optimism.
Within Asia Pacific (APAC), the global study of more than 2,000 B2B marketing leaders found that:
- Nearly three-quarters (74%) expect budgets to increase in the next 12 months
- With six to 10 stakeholders typically involved in B2B purchasing decisions, building “collective confidence” among buyer groups is crucial for success
- 74% have focused on developing bolder creative in the last year to help stay top of mind, and it’s improving brand engagement and driving conversions
- 2 in 3 are using Generative AI in their marketing activities, and AI is the fastest-growing digital skill for CMOs globally, according to LinkedIn data
John Rudaizky, Global Chief Brand and Marketing Officer, EY, said: “In a rapidly changing market, brand building, creativity and confidence are key to influencing buying groups. B2B marketing is no different from consumer, in the sense that engaging emotionally, with creativity are essential, with LinkedIn providing the perfect environment to talk directly to clients and talent alike.”
Marketers top the list of AI-literate professionals
Marketing professionals globally are leading the charge on AI adoption and building AI proficiency as they look to improve ROI. In APAC, 67% of B2B marketing leaders are already using Generative AI applications in their marketing activities, and they say it has helped improve productivity (41%), accelerate content creation (37%), and create cost efficiencies (33%).
Matt Tindale, Head of Enterprise, APAC, LinkedIn Marketing Solutions, said: “Cultivating meaningful relationships is key to influencing the buying behaviour of B2B decision-makers. This is especially true for APAC, where decisions involve lengthy consideration and are driven by emotion.”
To develop this ‘collective confidence’ among those involved in B2B purchasing, he expects brand building through bolder creative campaigns to drive success in the year ahead.
He added: “Under the pressure of budget cuts and the constant need to prove ROI over the past year, APAC B2B marketing leaders are turning to Generative AI and displaying renewed energy in boosting content creation and productivity to push brand building. In addition to improving memorability, this will enable them to uncover new audiences and boost campaign performance.”
