亚洲B2B营销状况报告

1、Introduction and key findingsThis State of B2B Marketing in Asia report, produced by B2B Marketing Leaders Forum in association with Insights Exchange and Adobe, examines the State of B2B Marketing in Asia in 2021, and drills into the key challenges B2B marketers are facing.Our findings are based on

2、 a survey of more than 300 B2B marketers across the region, as well as qualitative interviews with CMOs. These marketers have revealed the key challenges theyre facing today, as well as the opportunities they see ahead.These challenges and opportunities cover everything from skill shortages to deter

3、mining ROI, metrics attributions and reporting. Marketers also highlighted challenges around lead generation management, martech adoption, forecasting and deploying Account based marketing (ABM).Based on our findings, weve issued a number of key recommendations not just to individual marketers, but

4、also to any organisation that wants to get the most out of their marketing teams and spend.Key areas of focus:Main challenges, budget investments and skills shortagesMarketings leadership position within organisationsPipeline generation, demand and lead generation, lead management, sales and marketi

5、ng alignment, and their level of sophistication in gaining insights across their sale funnel for forecasting and budgetingMaturity levels in ROI, metrics, attribution and reportingIT, Software and Tech companies have a distinct marketing automation maturity, leading to increased revenue growthDevelo

6、pment and maturity of Accountbased marketing (ABM)Key Findings:The 3 biggest challenges faced by Asias B2B Marketers are measuring ROI and attribution, demand and lead generation followed by inconsistent and broken customer experience due to disparate systems across marketing and salesGaining accoun

7、t insights, measurement and sales commitment are the key challenges for delivering a successful ABM programABM was reported as the number one skill shortage seen by our respondents, followed by shortages in performance measurement and analytics and marketing operations/martech skills.244%25%of respo

8、ndents reported Measuring ROI and Attribution as a challenge, making this the top challenge experienced by B2B marketers across Asiaof respondents run Strategic (One to one accounts)or Programmatic (One to many accounts)ABM programs20%of respondents are increasing their investments in eCommerce in 2

9、021.51%of B2B Marketers dont know or dont havea ROI benchmark target set for their marketing spend.Impact of marketing automationThere was a strong correlation between the amount of time spent on calculating ROI and attribution to marketing where those with mature marketing automation platforms spen

10、t significantly less time reporting.100%of marketers spending more than 40 hours a month on calculating ROI did not have a marketing automation.3Industry level findings:IT, Software and Tech marketers predominately use Multi-Touch models followed by Single-Last Touch and Omni-Channel attribution.IT,

11、 Software and Tech marketers are increasing their marketing spend in ABM and demand generation, while marketers in Banking and Finance, Professional Services are increasing their spend in CX and analytics.58%0%61%of marketers in Banking and Finance, and 43% in Manufacturing report they do not have a

12、n attribution model. Just 13% of marketersin IT, Software and Tech report the same.61%of marketers within Manufacturing and 40% in Professional Services are perceived as a cost centre, while this dropped to only 14% of marketers within IT, Software and Tech. These marketers are also struggling to ef

13、fectively measure and communicate marketings contribution to company revenue and profit growth.of marketers within Banking and Finance are reporting on SAL (Sales Accepted Leads) metrics, compared with 67% of marketers in Tech that do report on SAL.78%of marketers within IT, Software and Tech have a

14、 clearly defined lead nurturing process while 50% in Banking and Finance report they dont know what this is.of marketers within Manufacturing do not run an ABM program, while only 24% of marketers in IT answered the same.63%of marketers within IT, Software and Tech report they are accountable for ge

15、nerating 20%-50% or more of pipeline while marketers in Banking and Finance are only responsible for generating0-19% of pipeline.4Working with predictive insights and forecasting Deploying Account based marketing (ABM)Conclusion and RecommendationsAbout this Survey252627285Table of ContentsTOC o 1-2

16、 h z u HYPERLINK l _TOC_250014 Executive Summary 6 HYPERLINK l _TOC_250013 The gaps that separate marketers 10 HYPERLINK l _TOC_250012 The Advanced Marketer 10 HYPERLINK l _TOC_250011 The Emerging Marketer 11 HYPERLINK l _TOC_250010 Where will marketers spend in 2021? 12 HYPERLINK l _TOC_250009 The

17、Challenges Ahead 13 HYPERLINK l _TOC_250008 Expected Skill Shortages in 2021 17 HYPERLINK l _TOC_250007 How B2B marketers are driving business performance 18 HYPERLINK l _TOC_250006 Tapping Top of the Funnel Demand Gen 18 HYPERLINK l _TOC_250005 Managing Sales and Marketing Funnels 19 HYPERLINK l _T

18、OC_250004 Reporting Favouring Metrics 21 HYPERLINK l _TOC_250003 Determining ROI 22 HYPERLINK l _TOC_250002 Working with Attribution models 22 HYPERLINK l _TOC_250001 Managing Attribution and Lead Nurture 23 HYPERLINK l _TOC_250000 Using spreadsheets Still 24Executive SummaryIn December 2020 to Janu

19、ary 2021, we undertook the first major study of B2B marketers in Asia, aiming to determine the state of B2B marketingin the region. We looked at how marketers are positioned within their organisations, their biggest challenges, as well as understanding their use of metrics, reporting, attribution, a

20、lignment with sales,Who did we interview for this report?understanding of their sales funnel, use of effective lead management, and how theyre working with predictive forecasting and budgeting, among other things.We also wanted to know how theyre adopting and317 marketers54%across Asiamore than half

21、 (54%) holding a CMO or Head of Marketing/ Marketing Director roleusing ABM strategies, as well as the budgets they have, and the key skill shortages theyve identified in their teams.In short, we found significant differences across industries with those working in IT, Software and Tech sectors more

22、 likely to indicate advanced leadership positions, marketing techniques, budgets and skills.We found significant differences in the level of respect marketers feel theyre receiving within their organisations, and their ability to communicate their efforts directly with senior leadership.As such, we

23、have identified two types of marketers across those we surveyed: “Advanced marketers” and “Emerging marketers”. We haveused these profiles throughout this report, and highlighted opportunities for marketers and their organisations to bridge the emerging gap.There are significant opportunities both f

24、or marketers and for their organisations to see their marketing functions transitioning from emerging to advanced, a shift that can occur with the help of technology, learning and development, as well as a cultural shift to give marketing the respect it deserves within organisations.These marketers

25、worked across a diverse range of industries including banking, insurance, financial services, professional services, manufacturing, healthcare and pharmaceuticals, the majority in IT, Software and Tech (including IT, software and cloud).While all our respondents were based in Asia, around a third (3

26、4%) were working in businesses headquartered in Asia, but the majority (59%) were supporting businesses headquartered in the US or Europe.60%MajoritySingapore10%Hong KongThe majority (60%) of marketers were based in Singapore, with others located in Hong Kong (10%), Indonesia, the Philippines, Japan

27、, Thailand, Malaysia, Korea, Vietnam and Taiwan.Following detailed analysis on the data received from these 317 marketers, weve classified 152 as “Emerging” and 162 as “Advanced ”.6Technology companies make up almost half oursample, with professional services, banking/finance and manufacturing anoth

28、er third.Thnoiogy - IT/Software/OoudProfsional Servis Banlcing, Finanal Service & InsuranceManufacturingJ2x1ox exTelecommunications Healthre and PharmaceutilsCorisumer Goods3x3x 2xGovernment2x42SOffreJ71. Wh/cfi of the foI/owing est deccribes ttia indiJstry your organisation operotes in*Tianaport/Lo

29、gletca, Engineering, Property, uaiiaes, Cable TVOne third (34O/) of B2B marketers in APAC have headquarters in AsiaOtherHeadquarters in US orEuropeHeadquarters in ANZHeadquarters in AsiaTOTALWhicti statement best describes your organisation?7A very senior marketing audience were represented in this

30、survey, with over 54%at CN0 levelCMO/Head of Marketing/Marketing DirectorMarketing Manager/Marketing Pr ofessionalCEO/Managing Director/DirectorMajority of marketers we spoke with are based in SingaporeSinga pore Hong Kong M at aysia Philippines Japan Indonesia India Thailand Korea Vietnam Taiwan Ot

31、h er Where are you (personally) located?8Meet the CMOsBelow are profiles of three Advanced marketers we reached out to for further guidance on this report.Natalie Truong is the Chief Marketing Officer of Asia,Middle East & Africa & Partner at Mercer. Located in Hong Kong, she reports direct to the P

32、resident of AMEA. Shes part of the leadership team and runs an extensive leadership team herself across Asia.Yukiko Yamaguchi is the Global Chief Marketing Officer of Connected Solutions Company (CNS) at Panasonic Corporation. Based in Japan, she reports direct to the Company CEO, is part of the lea

33、dership team and serves on the CNS board.Nick Flude is the Global Chief Marketing Officer of Secure Code Warrior. Located in Australia with staff across APAC, EMEA, and NA, he reports to the CEO and is part of the senior leadership team.9The gaps that separate marketersWhat separates Advanced from E

34、merging marketers?Its not necessarily a matter of experience, but often how their organisation perceives and utilises the marketing function.The Advanced marketerThe Advanced marketer is respected and has a seat at the leadership tableIn Asia, Advanced marketer has a seat at the leadership table, an

35、d they usually report direct to the CEO.They are effectively measuring and communicating marketings contribution to company revenue and growth, and theyre using integrated marketing automation and CRM systems as their attribution, funnel management and predicative forecasting tools.They run multi-ch

36、annel programs attributing results back to investment and effort, and use marketing as a strategic level across the entire customer lifecycle.They report being either confident or extremely confident at making accurate pipeline and revenue generation forecasts based on their sales and marketing lead

37、-management funnel.These marketers also:Report stronger usage of marketing automation platforms like Marketo EngageReport and measure full funnel metrics, Velocity metrics and Customer Lifetime ValueUse both Strategic and Programmatic ABM strategiesThese marketers are driving their businesses forwar

38、d, and theyre using available technologies to support their teams and goals. The tend to work in tech-based organisations.“Educating the business is a huge part of my role as a CMO. To sit at the table and have the conversations with the CEO and CFO, to get credibility, wemust report on what the bus

39、iness cares about! You need to rethink the value that you bring to the business.Natalie TruongWork to ROI measurement targetsReport measuring ROI and attributions through integrated marketing automation, CRM and Data/ BI platformUse attribution models and tend to use Single- Last Touch, Multi-Touch

40、and Omni-Channel attribution models10The Emerging marketerThe Emerging marketer is on their way to getting a seat at the leadership tableIn Asia, Emerging marketers have a strong appetite for getting heard at the leadership table. Theyre ambitious and ready to move their businesses forward but can s

41、till struggle with being seen as a “cost centre supporting sales”.They know their potential and see themselves as being on the cusp of transforming the marketing function within their business. Theysee opportunities for adopting new technologies, skills and practices, especially as this segment ackn

42、owledges they are currently “ineffective” when it comes to measuring and communicating their marketing teams contribution to company revenue and profit growth.But often these Emerging marketers can find themselves working towards short-term goals due to the structure of their organisations or otherf

43、actors beyond their control. They may be deployingThey:Do not use marketing automation and use a simple email service provider (ESP)Do not report on conversions, Customer Lifetime Value or Velocity metrics, such as the time it takes for leads and opportunities to move through each stage of the marke

44、ting funnel or sales pipeline“Marketings position within the business has improved a lot and now have a powerful role. I report to the company CEO and have a seat as a CNS board member. You need more than just marketing skills, you need to have business leadership skills.Yukiko Yamaguchiad-hoc repor

45、ting due to their employer being slow with martech adoption, and they may be engaging in Point-In-Time single channel campaigns due to other factors often beyond their control.The majority (80%) of respondents in this category dont have a clear marketing ROI benchmark or target, with half (50%) unab

46、le to describe their lead nurturing process.40% dont have an attribution model, while 51% cant say how much pipeline is sourced by marketing.They also do not currently do a lot of things that their more Advanced counterparts do.16%of Advanced marketers report not knowing how much pipeline is sourced

47、 by marketing, compared with 51% of Emerging marketers.7%of organisations did not have a CMO or Head of marketing11Where will marketers spend in 2021?Natalie Truongfor us in 2021. And I dont thinkprofessional services companies have done enough in eCommerce and were way behind.eCommerce is going to

48、be huge“ financial services companies orBefore getting into how B2B marketers are working and the tools theyre using, its important to consider their budgets and spending intentions in 2021.Interestingly, we did not find an overall significant decrease in spending for these marketers, in 2021, despi

49、te continued fallout from the pandemic and its related impact on economies. In-person events are the most impacted, with 63% saying they will decrease spending in this area in 2021.Marketers look set to increase their efforts and spending elsewhere: like on content marketing (with 62% reporting an i

50、ncrease spend in 2021) and Lead/Demand generation (60%), data and analytics (56%) and Account based marketing (50%).62%60%Content MarketingLead/Demand Generation56%50%Data and AnalyticsAccount Based MarketingInterestingly 20% of respondents are increasing their investments in eCommerce in 2021.12The

51、 Challenges AheadNick FludeOur biggest challenge is creating and growing marketing sourced pipeline in a most recently predominantly digital, virtual event world. The classic challenge of cutting through the noise is massively amplified as every brandand vendor around the world fights for that singl

52、e minute of eyeball time. So how as a B2B organisation can we be different, relevant or funny, or loud?“Measuring and reporting are greater challenges than navigating peopleB2B marketers have been up against some serious pandemic-related challenges over the past year, but some persistent challenges

53、remain around measuring ROI, lead generation and broken or inconsistent customer experience.Forty-four percent of respondents reported Measuring ROI and Attribution as a challenge, making it the top challenge experienced by B2B marketers across Asia.This was followed by Demand/Lead generation, repor

54、ted as a challenge by 37% of marketers, while 28% reported inconsistent and broken customer experience due to disparate systems across marketing and sales as their challenge.Marketers also identified a lack of reporting and data driven decision making as a significant challenge, alongside sales and

55、marketing alignment, and content marketing.Interestingly, leadership was seen as low on the list of challenges, with our marketers reporting few issues with managing various levels of the company hierarchy. Meanwhile, just 11% reported finding the right talent as a challenge and only 14% listed cros

56、s functional collaboration as a challenge.This may suggest an opportunity for marketers to drive investments into technologies and platforms that will provide a holistic view of what marketing activity is generating results throughout the customer journey. As well, there are opportunities to get sup

57、port to better capture attribution and reporting to better prove their contribution to their overall business objectives.13How challenges differ by industry?While the challenge of Measuring ROI and Attribution came up as equal first next to Demand/ Lead generation for marketers working in IT, Softwa

58、re and Tech , it was a different story for marketers in other sectors.In Banking and Finance, marketers reported that “making better data driven decisions” is their biggest challenge, followed by “getting visibility into leads once passed over to salesand, then third on the list, Measuring ROI and A

59、ttribution.Meanwhile, in Professional Services, “getting marketing heard or a seat at the leadership table” came up as the key challenge a challenge that also emerged as high on the list from those in Manufacturing.accelerate the digital salesthe lack of resources to manage the nurturing process.We

60、know that we need to“ activities, but the challenges areYukiko Yamaguchi14B2B marketers need more respect and leadership inputOne of the most striking differences we found between Emerging and Advanced marketers is the respect their work garners within their organisations.Advanced marketers have a f