B2B Marketing in a World More Volatile Than Ever
Today's B2B marketing leaders are facing challenges unlike any we've seen in our careers. But if the compounding crises of the 2020s have proven anything, it’s that the B2B marketing function is resilient, and its leaders are finding new ways to drive influence, impact and growth across their organizations.
The B2B Marketing Benchmark explores the global state of the B2B marketing discipline - with a lens toward equipping our profession with a data-backed roadmap for success.
The B2B Leaderboard
Benchmarking Today's B2Brilliant Brands
The B2B Leaderboard celebrates what effective B2B brand-building looks like. Brands on the B2B Leaderboard were selected using the B2B Index, a metric that leverages LinkedIn’s unique datasets across both organic and paid marketing efforts to evaluate and identify the B2B companies who are successfully marketing on LinkedIn.
Analysis of LinkedIn internal data in our B2B Marketing Benchmark was also informed by the B2B Index.
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)
B2B Marketing in a World More Volatile Than Ever
Today's B2B marketing leaders are facing challenges unlike any we've seen in our careers. But if the compounding crises of the 2020s have proven anything, it’s that the B2B marketing function is resilient, and its leaders are finding new ways to drive influence, impact and growth across their organizations.
The B2B Marketing Benchmark explores the global state of the B2B marketing discipline - with a lens toward equipping our profession with a data-backed roadmap for success.
The B2B Leaderboard
Benchmarking Today's B2Brilliant Brands
The B2B Leaderboard celebrates what effective B2B brand-building looks like. Brands on the B2B Leaderboard were selected using the B2B Index, a metric that leverages LinkedIn’s unique datasets across both organic and paid marketing efforts to evaluate and identify the B2B companies who are successfully marketing on LinkedIn.
Analysis of LinkedIn internal data in our B2B Marketing Benchmark was also informed by the B2B Index.
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)
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."
B2B Budgets & Outlook
See how B2B organizations are spending their marketing budgets. How optimistic are they about the year ahead?
Despite economic uncertainty, B2B budgets are remaining steady – and in some cases even growing marginally.
6 in 10 senior B2B leaders say budgets have increased in past years, with two in three claiming budgets will continue to increase in the next year.
Ricky Abbott
President, Transmission
"We’ve seen success in always keeping brand spend at 54% of our allocation, while the demand budget should be split between very focused net new lead generation and upsell customer motions."
Exploring the State of B2B Marketing
Unlock valuable insights from industry-leading B2B marketing experts as they provide their perspectives on the ever-evolving B2B marketing landscape. Deepen your understanding by watching our exclusive video interviews.
