Global B2B Marketing Benchmark | Download Annual Report

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Asia Pacific Spotlight

B2B Leaders in the APAC region are optimistic about the future and are excited about upcoming technologies and additions to existing B2B marketing tools.

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Regional B2B Leaderboard

Top Brands in Asia Pacific

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)

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

While expectations around increasing marketing budgets exist across all regions, they are significantly higher in APAC.

Animated infographic depicting B2B budget increases this year: APAC at 74%, NAMER at 66%, LAATAM at 65%, and EMEA at 64%.

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The B2B Marketing Organization

Achieving excellence in B2B marketing requires a combination of skills, practices, relationships and tools. As the role of the CMO continues to evolve within the C-Suite, there is a growing emphasis on soft skills such as problem-solving, innovative thinking and agility/adaptability. These qualities are increasingly crucial not only for leaders but also for their team members.

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Skills

B2B marketing leaders in APAC say new tech adoption is one of the most important current skills for their marketing team.

Animated infographic depicting eagerness to adopt new technology: APAC at 53%, EMEA at 45%, LATAM at 42%, and NAMER at 39%.

The Evolving Role of the CMO

The majority of C-Suite executives agree the role of the CMO has increased in importance in the past couple of years. This agreement is highest among APAC leaders.

The growing importance of the CMO role in the last two years

Diversity, Equity & Inclusion

In APAC, 66% of B2B companies have a formal DEI program in place.

90% of B2B marketers recognize the importance of DEI at a company level.

88% of B2B marketers recognize the importance of DEI within a B2B marketing team.

B2B Marketing Strategies

Many B2B marketing organizations in APAC are thinking about leveraging AI applications.

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1 in 3 B2B marketing leaders in APAC are interested in integrating Generative AI into their marketing mix in the future.

There’s excitement around and eagerness to embrace the technology in APAC.

82% of B2B marketing leaders in APAC say they are likely to use or continue using generative AI to promote business when AI-driven advertising opportunities
become available.

67% of B2B marketing leaders in APAC claim they have a good understanding of how to promote business using generative AI in marketing campaigns.

1 in 2 B2B marketing leaders say they measure brand health using brand awareness & reputation surveys. Social listening, Share of Voice and Employee advocacy are used significantly more in APAC than other regions.