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2023 Global B2B Marketing Benchmark
A global look at the state of 2023 B2B marketing
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.
Defining what Successful
B2B Marketing Looks Like
LinkedIn’s new brand metric, called the B2B
Index, measures brand heat in B2B.
"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."
Invest in Brand and Demand
During the Slowdown
Keeping brand and demand spend high
during a slowdown helps brands
bounce quicker alongside the market.
"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.
Collective Wisdom: Conversations with Inspiring Marketing Leaders
Unleashing Creativity in B2B Marketing
Tap into invaluable insights from B2B marketing thought leaders as they offer their perspectives on harnessing creative skills within the realm of B2B marketing. Learn more by watching our exclusive video interviews.
Collective Wisdom: Conversations with Inspiring Marketing Leaders
Top changes to the role of CMO
CMOs Are Key to Unlocking Business Growth
The best CMOs bring together customer data and critical insights to inform a brand’s growth strategy.
They reflect the customer experience and how this drives behavior, as well as provide a valuable feedback loop for understanding loyalty and where future growth will come from.
"CMOs offer an essential connection in the drive to remain competitive and agile; their ability to identify and guide the response to unmet customer needs, align long term brand value with consistent delivery of a core promise and ensure that brand experiences cut through the overwhelm of noise and choice are critical to success."
Exploring Evolving Leadership Trends in B2B Marketing
Discover valuable insights from B2B marketing leaders as they share their perspectives on how the role of the CMO is changing. Gain in-depth knowledge by watching our exclusive video interviews.
Diversity, Equity & Inclusion
Though diversity, equity and inclusion programs have grown, one-third of B2B companies still don’t have a formal DEI program in place.
5 in 10 say DEI is very important to their B2B marketing team and company.
Building Equity-Minded Marketing Programs
To succeed, organizations need to fully integrate DEI initiatives into their core values and business strategies. Those that respond to outside pressures and trends will lose momentum quickly.
"Within my Community-Led Growth team, we embed DEI into our team culture, marketing strategies and customer experiences.
Doing so makes it impossible for us to divorce our DEI initiatives with how we go-to-market."
Prioritizing DEI in B2B Organizations
Discover valuable insights from B2B marketing leaders on how attitudes towards DEI in B2B Marketing are changing.
AI as a B2B Marketing Boon
Generative AI enables data-driven decision-making, predictive analytics and faster A/B testing, leading to better marketing outcomes. But this technology should always be used in conjunction with human expertise and judgment – allowing for it to be fine-tuned and for its insights to be validated.
"When properly integrated, generative AI empowers marketing and advertising teams to achieve near-perfect content and ideas with remarkable speed. By embracing generative AI, we unlock new dimensions of creativity and efficiency, propelling our marketing initiatives to unprecedented heights."
Leveraging Channels & Tools in B2B Marketing
Tap into valuable insights from B2B marketing leaders on how cutting-edge tools, such as generative AI, can empower B2B marketers to enhance creativity and craft compelling narratives with greater efficiency.
Collective Wisdom: Conversations with Inspiring Marketing Leaders
View key insights by region
Further Resources
Marketing Success Hub
Find tips on how to set up a campaign, audience targeting, bid management and more.
Get Started with LinkedIn Advertising
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