Adobe-2021年亚洲B2B营销状况报告（英文）-2021.5-29页_2mb

报告摘要

Summary of "State of B2B Marketing in Asia" Report

Core Content Overview

This report, produced by the B2B Marketing Leaders Forum in association with Insights Exchange and Adobe, provides an in-depth analysis of the state of B2B marketing in Asia in 2021. It explores key challenges, opportunities, and skill shortages faced by B2B marketers across the region, with a focus on how different industries and organisational structures influence marketing effectiveness.

Main Challenges and Opportunities

Top Challenges

Measuring ROI and Attribution: Identified as the number one challenge, with 44% of respondents citing it.
Demand and Lead Generation: A significant challenge for 37% of marketers.
Inconsistent and Broken Customer Experience: 28% of marketers reported this as a challenge due to disparate systems across marketing and sales.

Key Opportunities

Technology Adoption: Marketers in IT, Software, and Tech industries are leading in marketing automation maturity, resulting in higher revenue growth.
Account Based Marketing (ABM): Seen as a growing area of investment, with 50% of marketers increasing their ABM spend in 2021.
Digital Transformation: Marketers are shifting focus to digital strategies, including content marketing and data analytics, despite challenges in traditional areas like in-person events.

Industry-Level Findings

Marketing Automation Maturity

IT, Software, and Tech marketers have a higher maturity in marketing automation, leading to better ROI and forecasting capabilities.
Banking and Finance, Professional Services, and Manufacturing marketers are lagging in this area.

Spend and Strategy

IT, Software and Tech: Increased marketing spend in ABM and demand generation.
Banking and Finance: Increased investment in CX and analytics.
Professional Services and Manufacturing: Struggled with marketing's perceived role as a cost centre.

Lead Management

IT, Software and Tech: 78% have a clearly defined lead nurturing process.
Banking and Finance: Only 50% report not knowing their lead nurturing process.

Pipeline Contribution

IT, Software and Tech: 78% of marketers are accountable for generating 20%–50% or more of the company pipeline.
Banking and Finance: Only 50% are responsible for generating 0%–19% of the pipeline.

Marketing's Leadership Position

Advanced Marketers: Often have a seat at the leadership table, reporting directly to the CEO or CMO, and are respected for their strategic role.
Emerging Marketers: Struggle with being seen as a cost centre, often without clear ROI benchmarks or lead nurturing processes.

Skill Shortages

ABM: Reported as the top skill shortage.
Performance Measurement and Analytics: Also in high demand.
Martech Skills: A critical shortage across industries.
Manufacturing and Professional Services: Highlighted shortages in marketing strategy and local market knowledge.

Budget and Spending Intentions in 2021

Marketers are not reducing overall spending, but shifting focus to digital channels.
Content Marketing: 62% of marketers reported increasing their spend.
Lead/Demand Generation: 60% increased investment.
Data and Analytics: 56% increased spending.
Account Based Marketing: 50% increased investment.
eCommerce: 20% of marketers are increasing their eCommerce investments.

Marketing Automation Impact

Marketers with mature marketing automation platforms spend significantly less time on reporting and ROI calculations.
Without Martech: 40% of marketers who spend over 40 hours a month on ROI calculations do not use marketing automation.

Reporting and Metrics

Vanity Metrics: Website visits, email open rates, and social media engagement are still widely used.
Business-Driven Metrics: Advanced marketers focus on metrics like Sales Accepted Leads (SAL), conversion rates, and revenue.
Full Funnel Metrics: Advanced marketers report on conversion, customer lifetime value, and velocity metrics.

Conclusion and Recommendations

There is a clear gap between Advanced and Emerging marketers in terms of leadership recognition, skill set, and use of technology.
Marketers should invest in marketing automation, data analytics, and ABM strategies to move from "Emerging" to "Advanced" status.
Bridging this gap requires cultural change, better training, and alignment with business goals.
Marketers must communicate their value effectively to leadership by focusing on metrics that align with revenue and growth.

About the Survey

Conducted between December 2020 and January 2021.
Surveyed 317 B2B marketers across Asia, with the majority based in Singapore.
Respondents held roles such as CMO or Head of Marketing, with a significant portion working for companies headquartered in the US or Europe.

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