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The Methodology

B2B Budgets & Outlook

The B2B Marketing Organization

B2B Marketing Strategies

Europe, Middle East & Africa Spotlight

B2B marketing leaders in EMEA have an entrepreneurial mindset and are focused on upskilling. They are more inclined to consume thought leadership content and utilize professional networking platforms such as LinkedIn – significantly more than B2B leaders in other regions.

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Regional B2B Leaderboard

Top Brands in Europe, Middle East & Africa

Leveraging LinkedIn's B2B Index, The B2B Leaderboard identifies a distinct cohort of B2B companies worldwide that excel at brand building. By examining factors such as creativity, distribution and investment, we generate a composite score for every organization in the B2B Index. This allows us to build a comprehensive and comparable assessment of effective B2B brand building for companies within the same industry. Not just one, but four regional lists (APAC, EMEA, LATAM-Brazil, NAMER) complement a singular global index, underscoring these brands’ diverse and widespread influence.

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LinkedIn calculates the B2B Index by looking at three dimensions that signal strong performance on the platform:

  • Brand Investment
    (Examples: Paid Spending, Posting by Company Executives)

  • Brand Creative Quality & Investment Effectiveness
    (Examples: Dwell Time, Customer Outcomes)

  • Brand Advocacy & Visibility
    (Examples: Qualified Applications, Non-Employee Mentions)
Profile picture of Jim Habig.

Jim Habig
VP of Marketing, LinkedIn

"Our composite score takes into account the most important features of a strong B2B brand: creative quality, investment and audience intent. We're using this index to analyze best-in-class B2B work, and our leaderboard celebrates the organizations that stand out for their brand work."

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B2B Budgets & Outlook

B2B leaders expect their marketing budgets to increase this year, especially for lead generation and brand building & awareness.

Illustration of B2B budget increases this year in EMEA: Lead Generation at 38%, Brand Building & Awareness at 26%, Demand Generation at 20%, and Account Based Marketing at 16%.

Over 6 out of 10 marketers in EMEA agree improving B2B measurement tools and relying on data and insights to demonstrate effectiveness are the biggest business priorities for the next year.

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The B2B Marketing Organization

Skills

B2B marketing leaders in EMEA have an entrepreneurial mindset and are focused on upskilling.

Skills like innovative thinking and creative strategy are of great importance.

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The Evolving Role of the CMO

In EMEA, over 7 out of 10 EMEA CMOs

say they have strengthened their skills to demonstrate B2B marketing impact to help the CFO/CEO understand the value of brand marketing.

agree learning the language of finance has helped them secure more marketing budget.

are under pressure to prove ROI in the short term.

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Diversity, Equity & Inclusion

8 out of 10 marketers in EMEA recognize the importance of DEI for their B2B marketing teams and also at a company level.

Importance of DEI in EMEA

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B2B Marketing Strategies

What are the most important avenues for reaching B2B customers and prospects?

Video stands out as one of the highest intended usage channels according to almost 2 in 3 B2B marketing leaders.

Illustration of Marketing techniques planned to be used in the next year: Video at 64%, In-person Events at 61%, Thought Leadership at 61%, Display Ads at 49%, Digital Events at 49%, Hybrid Events at 42%, Influencer Marketing at 39%, Podcasts at 37%, Online Communities at 36%, and Generative AI at 24%.

In EMEA, 6 out of 10 marketers are already using AI for content generation to increase efficiency so they can focus on higher-value work.

6/10

Professional networking platforms such as LinkedIn are used significantly more in EMEA.

LinkedIn Logo.

84% of marketers say LinkedIn is a top channel for meeting their marketing needs.

84%
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Further Resources