Demandbase：2024 B2B广告状况报告（第二版）（32页）.pdf

1、1The State of B2B Advertising 2nd EditionREPORT 2Table of Contents Introduction.3Report Highlights&Methodology.4Account-Based Landscape.5Market Trends.6Industry Trends.11Market Insights.25Demandbases 2024 and 2025 Recommendations.30An Introduction from our CMO Kelly Hopping3As the CMO at Demandbase,

2、Ive had the privilege of having front-row seats to the fast-changing B2B advertising world as it has experienced significant re-invention in recent years.2024 has brought even more dynamic shiftsnew technologies,evolving customer behaviors,and economic challenges are forcing us all to rethink how we

3、 connect with our audiences.Thats why Im so excited to share this years State of B2B Advertising report with you.Its packed with insights that go beyond the surface,diving deep into the trends and innovations that are shaping our industry today.From the evolving role of Account-Based Marketing(ABM)t

4、o the game-changing impact of AI,automation,and privacy-first strategies,weve covered the go-to-market(GTM)areas that matter most.Youll also get a closer look at things like personalization at scale,the growing role of influencers in B2B,and how programmatic advertising and cross-channel campaigns a

5、re advancing at breakneck speed.Our goal with this report?To give you the knowledge and strategies you need to navigate this ever-changing space.At Demandbase,were always striving to help B2B marketers stay ahead of the curve.I hope this report provides you with the GTM insights and practical advice

6、 you need to make bold moves and succeed in 2024 and beyond.Over 57%of respondents are using an account-based strategy for their top-of-funnel advertising campaigns.85%of the marketers surveyed are spending the majority of their ad dollars on LinkedIn.86%of respondents advertising budgets either sta