A recent LinkedIn study highlights a wave of optimism among B2B marketing leaders in APAC, with 90% expressing confidence in their ability to drive revenue over the coming year. This optimism surfaces after a year characterised by stringent budgets and increased demands to demonstrate ROI. The ‘2024 B2B Marketing Benchmark’ report also indicates that approximately three-quarters of these leaders are anticipating increases in their budgets.
Building collective confidence is key to success
Conducted in preparation for the 2024 Cannes Lions International Festival of Creativity, the study surveyed over 2,000 global B2B marketing leaders. It emphasises the importance of building strong relationships within the buying process, with a remarkable 91% of respondents agreeing on its significance. The study stresses the concept of ‘collective confidence’ among buyer groups, which is vital given the complex, emotion-driven B2B buying cycles. These cycles often involve six to ten stakeholders and require an average of 17 meaningful interactions before a purchase is finalised.
In an effort to strengthen these connections and remain top of mind, 74% of leaders in APAC have shifted their focus towards developing more compelling creative campaigns. Furthermore, 62% believe these efforts have successfully boosted brand engagement and facilitated better conversion rates.
AI adoption spearheads efficiency in marketing
Marketing professionals globally are pioneering the adoption of AI, with two-thirds of B2B marketing leaders in APAC already utilising Generative AI in their strategies. These tools have significantly enhanced productivity, sped up content creation, and improved cost efficiency. The rapid increase in AI literacy among marketers is evident, with a marked rise in the number of LinkedIn members globally adding AI skills to their profiles, underscoring its escalating relevance in the marketing field.
LinkedIn introduces new initiatives and AI tools
LinkedIn is rolling out new initiatives and expanding its AI capabilities to better support B2B marketers. The Wire Program, which is currently in its trial phase with a select group of publishers, seeks to merge in-stream video ads with trusted publisher content. This move aims to tap into the increasing trend of digital video consumption. Additionally, the Accelerate platform is enhancing its AI features to help marketers craft more engaging campaigns and refine their audience targeting more effectively.
These innovations aim to enhance brand visibility and streamline the marketing process, demonstrated by the increased efficiency and lower costs reported by users of the Accelerate platform.
Looking ahead
The landscape of B2B marketing continues to evolve, with a growing focus on nurturing strong, emotionally charged relationships through innovative and creative campaigns. The integration of AI tools is poised to further empower marketers to effectively engage their target demographics, paving the way for a year marked by robust growth and innovative marketing strategies in the B2B space.
