LinkedIn’s ‘2024 B2B Marketing Benchmark’ – a study of 2,000+ B2B marketing leaders from across the globe, conducted ahead of the 2024 Cannes Lions International Festival of Creativity – found that while 74% of B2B CMOs in APAC have found it challenging to focus on what matters most – reaching buyers – due to so many competing demands, the majority 91% agree that relationship building is key to success.  

 

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Brand building is the key to driving ‘collective confidence’

B2B buying cycles are long, emotion-driven and typically involve six to 10 stakeholders in the buying group, and require on average 17 meaningful interactions with a company before completing a purchase. With success in B2B not just down to one relationship or connection, building collective confidence among the buyer group – including decision-makers and brand advocates who influence a purchasing decision – is key. 

To build these…

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