Top insights from the LinkedIn 2024 B2B Marketing Benchmark

We've sifted through the massive report to bring you the key takeaways so you can skip the 99-page deep dive. Grab your favourite beverage and explore the highlights, plus the nine essential traits B2B marketers need to thrive in 2025.

Key takeaways:

• Marketers are optimistic: Despite past challenges, B2B marketers are confident about the future, with budget increases and a focus on new customer acquisition.
• AI is here to stay: Marketers rapidly adopt artificial intelligence (AI) to boost efficiency and content creation, but concerns about skills gaps and ethical use remain.
• Creative campaigns matter: Marketers invest in brand building and creative campaigns to stand out and engage customers.
• Data is king: Marketers prioritise data-driven decision-making and measurement, but challenges remain in proving return on investment (ROI) and measuring across buyer stages.
• Cross-department collaboration is essential: Marketers build relationships across departments including sales and product, which require advanced communication and persuasion skills to foster collaboration and demonstrate impact.
• DEI is a priority: marketers have a central role in championing Diversity, equity, and inclusion (DEI) initiatives and invest in creating inclusive cultures and advertising.

The future B2B marketer has nine essential characteristics:

1. Strategic Thinker: A visionary leader who seamlessly merges data-driven insights with strategic foresight and industry expertise to chart a successful course for the brand.
2. Technology Trailblazer: A fearless explorer of the digital frontier, harnessing cutting-edge technologies like AI and AR/VR while upholding ethical standards and safeguarding customer privacy.
3. Creative Vanguard: A master storyteller who pushes creative boundaries, weaving innovative narratives and utilising technology to craft captivating experiences that resonate with audiences.
4. Innovative Content Strategist: A dynamic orchestrator of ideas, crafting compelling content that educates, inspires, and drives engagement across diverse platforms and channels.
5. Data Interpreter: A skilled analyst transforming raw data into actionable insights, empowering informed decision-making and measurable marketing success.
6. Continual Learner: A lifelong marketing craft student dedicated to personal and professional growth to stay at the forefront of industry trends and best practices.
7. Collaborative Communicator: A bridge-builder who fosters open communication and strong relationships across the organisation, ensuring aligned and impactful marketing initiatives.
8. Visionary CMO: A transformative leader who inspires teams, drives innovation, and champions the marketing function's strategic value within the organisation.
9. DEI Champion: A passionate advocate for diversity, equity, and inclusion, fostering a culture of belonging within the marketing team and ensuring marketing efforts reflect and resonate with diverse audiences.

Learn more:

Read the entire 99 pages of the report here: https://business.linkedin.com/marketing-solutions/b2b-benchmark/2024 

Also check out the key activities of a B2B marketing department: https://www.humandigital.com/insights/what-are-the-key-activities-of-a-b2b-marketing-department