Demandbase&eMarketer：2025从广告浪费到投资回报率：B2B营销效率优化路径报告（英文版）（15页）.pdf

1、From Ad Waste to ROI:How B2B marketers can do more with moreIN PARTNERSHIP WITHREPORTB2B marketing budgets are growing,but ad waste remains a challenge.Despite confidence in digital channels and new adtech and martech,marketers struggle to maximize efficiency.Priorities include better targeting,audi

2、ence reach,and first-party data.This report explores the latest trends,opportunities,and hurdles in B2B marketing,providing insights to help brands refine their approach and drive better results.This report analyzes data from a survey of 231 B2B marketers and agencies worldwide commissioned by Deman

3、dbase in partnership with EMARKETER.It was conducted in January and February 2025 to benchmark strategies,identify challenges,and find optimization opportunities in B2B marketing.Key survey findings:1 B2B ad budgets are growing,but waste remains a concern.A majority(64.9%)of marketers say their over

4、all ad budget increased in 2025.However,58.0%say ad waste is an issue,with over half(52.4%)estimating losses between 16%and 45%.2 Targeting and journey-mapping strategies can improve.Reaching the right buying groups is the top challenge to maximize ROI,cited by half(50.2%)of marketers.While 47.2%use

5、 a group-based targeting approach,nearly a fifth are not satisfied and only 17.3%say their journey stages are fully mapped out.3 B2B marketers need new ways to nurture buyer relationships.More than a third(37.7%)of marketers identify the extended sales cycle as a key challenge to maximizing ROI.This

6、 requires honing relationship-building and networking strategies,which 52.8%consider more effective in B2B than in B2C.4 AI can streamline B2B marketing.The top use cases are content creation and optimization(48.5%)and data-driven insights like customer segmentation(44.6%).AI enables marketers to ad