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1、The B2B Marketing Organization of TomorrowTo Understand the Evolving Landscape and Opportunity in B2B,We Surveyed B2B Marketing Leaders in Eight Countries.These countries represent core B2B growth markets with a vibrant LinkedIn member base.1 12 23 34 45 58 86 67 7U.S.U.K.GermanyIndiaSingaporeAustra

2、liaBrazilFranceResearch MethodologyIpsos recruited a sample of 2,001 B2B leaders from various industries utilizing expert network sample providers.Participants took a 15-minute device-agnostic survey on mobile or desktop.Survey development drew from existing Ipsos expertise as well as findings from

3、LinkedIn research.The focus of the survey was challenges being faced by senior-level B2B marketers globally.The large sample size allows for confident projection of results and analysis of subgroups of the target audience.LinkedIn also did an analysis of 1,000 B2B brands to understand how B2B compan

4、ies are faring in this environment.We used our B2B Index,a new LinkedIn metric that measures effective brand building,to identify the 1,000 B2B companies we could analyze in aggregate to determine B2B trends on LinkedIn.Data Collection TimelineMarch 1 to March29,2024Respondent ProfileRegions:North A

5、merica(n=250),LATAM(n=251),EMEA(n=750),APAC(n=750)Job title:CMOs(n=448),*Other marketing C-SuiteC-Suite(n=682),Director/Manager(n=871)Industries:Financial services(n=405),Tech(n=430),Agency(n=426),Professional services(n=402),Health(n=271)and Education(n=67)Company Size:Small(10Small(10-49 employees

6、)n=359,Medium(5049 employees)n=359,Medium(50-499 499 employees)n=814,and Large(500+employees)employees)n=814,and Large(500+employees)enterprises n=828enterprises n=828Our Perspective Is Backed by Data From Ipsos and LinkedInPrimary quantitative research was conducted by Ipsos via a device-agnostic o

7、nline survey,designed with each market in mind.LinkedIn internal data provided critical context and understanding to Ipsos quantitative findings.Data is based on respondents to the survey and is not representative of all B2B marketers.*Other marketing C-Suite is comprised of titles of President,SVP,

8、VPBlending Old and New Tactics and Techniques Will Help Todays Marketers Build the More-Nimble Team of TomorrowThe B2B marketing team of the future is likely to be more agile,data-driven and customer-centric than ever before.Teams will still need a strong foundation of traditional marketing skills,b

9、ut they will also need to be proficient in newer,more specialized capabilities to thrive in a rapidly changing environment.The B2B marketer of the future must be a versatile and multidisciplinary professional who can blend established marketing principles with cutting-edge technologies to drive resu

10、lts.So how does the marketer of today compare to the marketer of tomorrow?LinkedIn has partnered with Ipsos,tapping about 2,000 marketing leaders across eight different global markets for their thoughts,to determine how marketers are currently optimizing toward this future.Todays marketing leaders a

11、re confident in their own and their teams ability but are still looking to boost agility and adaptability on their teams.They are building relationships across the organization to align marketing efforts with overall organizational goals.They are leveraging technology to become more efficient,more c

12、reative and more innovative.They are establishing the strong measurement frameworks they need to both prove their worth in the C-Suite and make their work more resonant with customers.Above all,our report found they realize that leaning into people skills is important.Being a number cruncher is no l

13、onger enough brands are seeking curious,resourceful and collaborative marketers.As technology like GAI continues to transform marketing organizations,relying on human skills will be even more critical.Our report shows that marketers are well on their way to balancing the skills that are needed to le

14、ad our organizations into the future.Tequia Burt,Editor in Chief of the LinkedIn CollectiveEssential CharacteristicsWHAT THEY ARE DOING TODAYWHAT THEY WILL BE DOING TOMORROWPrioritizing budget allocation andresources with company goalsBuilding the teams they need to competein crowded marketplacesTak

15、ing abalanced approach that combines customer acquisition and retention strategiesbut maintaining a balanced approach to customer acquisition and retention is keyAllocating budgets across many channels/activities P A I D M E D I A C R E A T I V E D E V E L O P M E N T E V E N T S&S P O N S O R S H I

16、 P S O F C M O S S A Y T H E Y A R E L I K E L Y T O U N D E R G O A R E O R G T H I S Y E A RReassessing organizational structure and their teams skillsPursuing new customers instead of investing in existing relationshipsS P L I TN E A R L Y F E E L G O O DA B O U T A B I L I T Y T O D R I V E R E

17、V E N U EM O R E T H A N S A Y T H E I R O R G A N I Z A T I O N U N D E R W E N T A R E O R GEmbracing technology to gain efficienciesContinuing to develop clear policies on technology use Using GAI in their marketing efforts C U R R E N T L Y U S I N G G A IY o Y I N C R E A S E S I N C E 2 0 2 3H

18、 A V E G U I D E L I N E S F O R G A I U S EEstablishing guidelines for GAI use S A Y T H E Y H A V E E S T A B L I S E D G A I G U I D E L I N E SJ U S T O V E R H A V E A N E X T R E M E L Y G O O D U N D E R S T A N D I N G O F H O W T O U S E A I I N M A R K E T I N G A C T I V I T I E SOPPORTUN

19、ITY AREA:Ensuring technology usage guidelines are communicated broadly within organizationsS A Y O R G P R O V I D E S G A I T R A I N I N G O P P O R T U N I T I E SC M OO T H E R C-S U I T ED I R E C T O R/M G RC M OO T H E R C-S U I T ED I R E C T O R/M G RWHAT THEY ARE DOING TODAYWHAT THEY WILL

20、BE DOING TOMORROWContinuing to invest in brand-building effortsUsing technology creatively to build better customer experiencesA L L O C A T I N G M O R E B U D G E T T O W A R D C U S T O M E R E X P E R I E N C EIncreasing investment in customer experiences I N C R E A S I N G B U D G E T S F O R

21、B R A N D-B U I L D I N G E F F O R T SC M O s A R E A D V O C A T I N G F O R B O L D E R,M O R E C R E A T I V E C A M P A I G N SJ U S T U N D E RWHAT THEY ARE DOING TODAYWHAT THEY WILL BE DOING TOMORROWM A R K E T E R S S A Y T H E Y H A V E D E V E L O P E D C R E A T I V E T H A T S T O O D O

22、U T I N T H E P A S T Y E A RH E L P I N G W I T H B E T T E R T A R G E T I N G/P E R S O N A L I Z A T I O N C T VA R/V RG A II N C R E A S I N G B R A N D E X P E R I E N C E C T VA R/V RWHAT THEY ARE DOING TODAYWHAT THEY WILL BE DOING TOMORROWConsidering new mediums and channels for content deli

23、veryOPPORTUNITY AREA:Leverage video and visualizations to boostcustomerengagementM O R E T H A NS O C I A L M E D I AC H A N N E L U S A G EBlending traditional techniques with cutting-edge technology to deliver content that resonates with their audiencesE M A I LB L O GC T VS A I D V I S U A L C O

24、N T E N T S U C H A S V I D E O S A N D I N F O G R A P H I C S A R E T H E T O P F O R M O F C O N T E N T U S E D I N T H E I R M A R K E T I N G E F F O R T S.S A Y T H E Y A R E P L A N N I N G T O I N C R E A S E T H E I R U S E I N C T VS A Y T H E Y P L A N T O I N C R E A S E T H E I R U S E

25、 O F B L O G SM O R E T H A NUsingdata to inform decision-making and measure performanceT O P D I G I T A L S K I L L S A D D E D T O L I N K E D I N P R O F I L E S G L O B A L L YPutting the right systems and technologies in place to boost their data analytics capabilitiesS A Y M A R K E T I N G C

26、 A N D E M O N S T R A T E I M P A C T T O T H E C-S U I T E H A V E T H E R I G H T T E C H I N P L A C E T O M E A S U R E M A R K E T I N G A C T I V I T I E SBoosting data literacy skillsT O P O V E R A L L S K I L L A D D E D T O L I N K E D I N P R O F I L E S G L O B A L L YFocusing on boosti

27、ng data skillsWHAT THEY ARE DOING TODAYWHAT THEY WILL BE DOING TOMORROWData Analysis Data Analytics Analytical Skills WHAT THEY ARE DOING TODAYWHAT THEY WILL BE DOING TOMORROWFurther investing in training opportunitiesP R O V I D ES K I L L S T R A I N I N GOPPORTUNITY AREA:Hire for both left-and ri

28、ght-brained skillsT O P S K I L L S N E E D E D I N T H E N E X T Y E A R O R T W OI N N O V A T I V E T H I N K I N GP R O B L E M-S O L V I N GA D A P T A B I L I T YProviding trainings for their teamsP R O V I D EG A I T R A I N I N GS A Y L A C K O F A I S K I L L S I S O N E R E A S O N T H E Y

29、 H A V E N O T I M P L E M E N T E D G A IWHAT THEY ARE DOING TODAYWHAT THEY WILL BE DOING TOMORROWContinuing efforts to connect marketing and salesC I T E S O M E S Y N E R G I E S B E T W E E N D E P A R T M E N T SCreating synergies between departmentsC I T E N O A L I G N M E N T B E T W E E N M

30、 A R K E T I N G A N D S A L E SW H I L E O N L YM O R E T H A NBuilding their communication skillsImproving communications skills to foster relationships and show marketing impactC O M M U N I C A T I O N I S T H E 2 N D H I G H E S T A D D E D S K I L L A M O N G C M O SC O M M U N I C A T I O N I

31、 S T H E T O P A D D E D S K I L L A M O N G B 2 B M A R K E T E R SWHAT THEY ARE DOING TODAYWHAT THEY WILL BE DOING TOMORROWContinuing to cultivate partnerships across the organizationC M O s S A Y R E L A T I O N S H I P B U I L D I N G H A S B E C O M E I M P O R T A N T T O S U C C E E DBuilding

32、 influence among their peer setR O U G H L YM O R E T H A NC M O s T R Y T O I N V O L V E A S M A N Y C-S U I T E M E M B E R S I N M A R K E T I N G D E C I S I O N S A S T H E Y C A NC M O s S A Y T H E Y N O W H A V E M O R E I N F L U E N C E I N D R I V I N G R E V E N U E A N D G R O W T H T

33、H A N T H E Y U S E D T OC M O s S A Y T H E Y A R E H E L P I N G D R I V E O V E R A L L C O M P A N Y S T R A T E G Y A N D B U D G E T I N GC M O s W H O S A Y T H E I R R O L E H A S G R O W N I N I M P O R T A N C EWHAT THEY ARE DOING TODAYWHAT THEY WILL BE DOING TOMORROWContinuing to prioriti

34、ze diversity,equity and inclusion effortsSetting the example for other functions outside of marketingS A Y T H E I R M A R K E T I N G T E A M S H A V E I N C R E A S E D I N V E S T M E N T I N D E I I N T H E P A S T Y E A RD E I T A L E N T R E C R U I T M E N T/H I R I N GM A K I N G C O N T E N

35、 T A C C E S S I B L EW I T H I N C R E A S E D I N V E S T M E N T G O I N G T O D E I L E A R N I N G T R A I N I N GEstablishing comprehensive DEI measuresOPPORTUNITY AREA:Practicewhatyou preach when it comes tohiringP R I O R I T I Z E D E I W H E N H I R I N GJ U S TMarc-Antoine JarryLetscontin

36、ue theconversation!B2B Marketing Leaders of the Future Must Be Strategic Thinkers With Strong Business AcumenMeet Our Strategic ThinkerA N A L Y T I C A L P R O W E S SS T R A T E G I C P L A N N I N GI N D U S T R Y E X P E R T I S EF I N A N C I A L A C U M E NA D A P T A B I L I T Y A N D A G I L

37、 I T YV I S I O N A N D I N N O V A T I O NWhatareB2Bmarketersdoing today to become more like our strategic thinker?Todays Leaders Are Optimistic About Future Budget HikesDespite the hardships of 2023,senior marketers predictedlast year that their budgets would grow.Their bullishness was on target a

38、s 68%of respondents reported that their budget did indeed increase compared to last year,with just under 1 in 5 saying their budget has risen 25%or more.Looking ahead,72%of respondents said they expect their budgets to increase in the future,highlighting continued opportunities for marketing teams.I

39、NSIGHTB2B Marketing BudgetsTodays Leaders Are Aligning Budgets&HeadcountThree in 5 B2B respondents say their budget is allocated toward generating new business,while 40%is devoted toward retaining existing business.Additionally,7 in 10 B2B respondentssay they have increased budget allocation for lea

40、d generation,while 37%say building a high-quality pipeline is their highest priority in the next year,emphasizing the importance placed on generating new business.Finding New Customers Is a Bigger Budget Priority Than Retaining Customers for Todays B2B Organizations60%40%B2B Marketing Budget Allocat

41、ionArun PattabhiramanGrowing a High-Quality Lead Pipeline and Implementing AI Technology Are Both Top Priorities as Well as Top Challenges for B2B Organizations in the Next Year19%21%22%24%26%32%32%33%35%37%Biggest Business Priorities Over The Next Year(Top 5)Top Challenges in the Next Year(Top 5)Ma

42、rketers Confidence Is Up,Led by CMOs8 in 10(78%)CMOs are more likely to say they are more confident Onein 2 respondents CMOs are more likely to express confidence 9 in 10Likelihood of Marketing Team to Drive Business Revenue in the Next YearB2B Marketing Leadersof the Future Must Be Technology Trail

43、blazersMeet Our Technology TrailblazerWhatareB2Bmarketersdoing today to become more like our technology trailblazer?AI Adoption Is a Priority for Todays B2B Marketers and Their OrganizationsOverall,2 in 3 B2B respondents say they are using GAI applications in their marketing efforts,up 20%from 2023.

44、Additionally,35%say AI implementation is their biggest priority this year.On the organizational front,roughly 3 in 5(59%)respondents say their organization has established guidelines for use of Gen AI and 55%of organizations provide training opportunities on GAI.Are you currently using any GAI appli

45、cations in your marketing activities?INSIGHTSkills Gap Hindering AI ImplementationCurrentlyA little more than 4 in 10(43%)respondents report insufficient AI skills on staff is the leading challenge to AI implementation.When evaluating their own knowledge of AI,more than1 in 4(28%)of B2B marketers sa

46、y they have an extremely good understanding,signaling opportunities for education.The good news is B2B marketers are looking to increase their AI knowledge.According to LinkedIn data,AI skills training is the fourth fastest growing skill overall and top digital skill in the first quarter of 2024.Mar

47、keting CampaignsBusiness ReviewsE-Commerce OptimizationArtificial Intelligence(AI)Build Strong RelationshipsData-driven Decision MakingStrategic VisionMedia ManagementPerformance MetricsLaunchesArtificial Intelligence(AI)Business RequirementsCustomer AnalysisSpreadsheetsSocial InfluenceComputer Lite

48、racyFinTechMessagingStatistical Data AnalysisData ModelingSource:LinkedIn Internal Data Based on skills data in total global marketers in top 1K Fasting Growing.Time Range:Q1 2024Kory KantengaB2B marketers are embracing GAI to gain efficiency/productivity(40%)and accelerate content creation(39%).Fur

49、ther,it is being used most for content creation,as current top use cases include writing short marketing copy(45%)and writing blog posts(33%).Efficiency Gains the Top Reason for Using AIWhat have been the biggest benefits of using GAI in your marketing efforts?Kipp BodnarPrivacy Is a Top Concern Wit

50、h AI Adoption for B2B Companies Right Now.Data management and privacy concerns(34%)is a top challenge to implementationWhat have been the biggest challenges when it comes to implementing GAI in your organization?AI Will Not Take Your Job,But Someone Who Knows How to Use It MightOne of the big fears

51、of AI adoption is the elimination of jobs.Though these fears persist,research shows that humans must remain in the loop.According to respondents,the top downsides to leveraging GAI in marketing efforts are that it lacks humanity/is too robotic(40%);risks of plagiarism(34%);and inaccurate information

52、(32%).These concerns highlight the need for continued oversight of the technology and its use.What are the downsides when it comes to leveraging GAI in marketing efforts?INSIGHTAR/VR Is the Next It TechnologyThough AI may be getting all the attention right now,B2B marketers are embracing other techn

53、ology tools to bolster their brand positioning and engage customers.More than 1 in 3(35%)respondents are using AR/VR with 34%saying they plan to adopt use of the technology in the next 12 months.Which statement comes closest to your use of augmented reality(AR)/virtual reality(VR)in yourmarketing ef

54、forts?INSIGHTB2B Marketing Leadersof the Future Must Be Creative VanguardsMeet Our Creative VanguardWhatareB2Bmarketersdoing today to become more like our creative vanguard?More than2 in 3(67%)respondents say they have increased investment in brand building,while 88%of CMOs say they are advocating f

55、or bolder creative campaigns.The focus on brand and creative is yielding results as more than7 in 10 marketers say they have developed creative that stood out as bold or innovative,which has direct impact on the companys brand.Whats more,61%of respondents say better creative led to more brand engage

56、ment,while 55%report it helped their brands achieve greater share of voice(SoV).Marketing Organizations Are Now Increasing Investment in Brand BuildingO t herDr ove t opl i ne r eve nueM or e pur cha se i nt ent f r om p ro spec tsH el pe d bra nd ach i e ve Ex ces s Sha re o f Voi ce (i.e.,w hen br

57、 and s SoV ex cee ds i ts m ar ke t sh are)I m pro ved b ran d sen ti m entI ncr eas ed br and s e ar ned m ed i a c over ag eH el pe d bra nd ach i e ve g rea te r Sha re of Voi ce o r SoV (i.e.,h ow m uch pe opl e ta l k abou t yo ur co m pany c om par ed t o you r co mp et i t or s)M or e br and

58、en gag em ent (i.e.,i ncr eas ed w eb si te t ra ff i c,so ci al m e nti on s,c onv ers i o ns)Impact of Creative WorkTodays B2B Marketers Are Leveraging Tech for Better Brand ExperiencesB2B marketers are leveraging technology and channels to find and build rapport with customers.They are also using

59、 AR/VR in marketing efforts to create immersive brand experiences(45%),boost customer engagement(44%)and provide a more personalized ad experience(39%).Similarly,better ability to target/personalize advertising(47%)and creating engaging brand experience(46%)are top reasons for CTV use,while 33%are u

60、sing GAI to personalize marketing campaigns.CTV UsesKory KantengaB2B Marketing Leadersof the Future Must Be Innovative Content StrategistsMeet Our Innovative Content StrategistWhatareB2Bmarketersdoing today to become more like our innovative content strategist?Director,Education,France“We invest in

61、content marketing activities such as blog posts,videos and high-quality infographics to engage our target audience,establish our expertise and increase organic traffic to our website.”Todays B2B Marketers Are Going Back to Digital BasicsRespondents say that social media(75%)is the most-used channel.

62、Meanwhile,in-person events/trade shows(51%)is the only non-digital channel in the top five channels that B2B marketers leverage.Moreover,when it comes to efficacy,respondents cite social media(36%)as the channel that is most effective for meeting their marketing needs,with in-person events/trade sho

63、ws(18%)and email(12%)coming in at a distant second and third,respectively.75%INSIGHTChannel UsageB2B Marketing Leaders Are Embracing a Digital FutureWhen looking ahead,marketers are planning to continue their reliance on digital channels to deliver content,and social media still reigns supreme with

64、over 7 in 10 current users planning to increase usage of the channel.CTV is poised to make a big jump in the years ahead,with 55%of current users saying they plan to increase their use.It is notable that despite the focus on digital channels,B2B marketers are holding steady with their use of in-pers

65、on events/trade shows.Future Channel UseVisualization and Insights Lead the Way Among Todays Content MarketersVideo,visual content(infographics,data visualizations)andthought leadership blog posts are the most popular typesof content for B2B marketers.However,no clear winner emerges when it comes to

66、 which content is best for meeting marketing needs.Respondents say video(16%)is most effective,followed closely by visual content(15%),thought leadership blog posts(14%)and case studies(14%).INSIGHTTop Content14%15%16%Video Poised to Stay the Leading Content TypeAbout 2 in 3 current users of video c

67、ontent say they plan to increase usage in the next year,which will keep it as the top content type among B2B marketers.Influencer content and case studies look to make gains in the future asroughly 6 in 10 current users say they plan to increase use.Future Content UseSenior Marketing Leader,Financia

68、l Services,Germany“I think improvements can be made in areas such as social media marketing,search engine optimization and email marketing to better interact with target audiences and enhance brand awareness.”Short-Form,Social Videos Produce Highest ROI55%short-form,social videos produce the highest

69、 ROIVideo ROIB2B Marketing Leadersof the Future Must Be Data InterpretersMeet OurData InterpreterWhatareB2Bmarketersdoing today to become more like our data interpreter?Marketers Are NowConfident in Their Ability to Measure ImpactThe ability to measure impact is crucial for marketing teams,and they

70、are leveraging the tools and data to achieve this goal.Onein 3 respondents say data helps to inform their decision-making and measure performance,their third highest priority in the coming year.Marketers are also looking to boost analytical skills among the team as data analysis is a top in-demand s

71、kill,according to LinkedIn data.B2B marketers are confident in their ability to deliver as 82%agree they can demonstrate impact to the C-Suite.Marketers are also confident in their ability to demonstrate impact of thought leadership content.Marketing Teams Ability to Demonstrate Impact tothe C-Suite

72、Kory KantengaMarketers Are Still Facing Measurement Challenges,Despite Securing the Right Tools and TechnologyAlmost 3 in 5(59%)respondents say they have the right measurement tools at their disposal to deliver what their managers expect.Additionally,more than7 in 10 say their organization has the r

73、ight technology in place to measure activities across the organization.However,respondents face a variety of measurement challenges.Roughly 2 in 5 say they are under pressure to prove ROI in a short period of time and are unable to measure activity between specific buyer stages,among others.Biggest

74、Challenges in Measuring&Demonstrating Marketing PerformanceINSIGHTB2B Marketing Leadersof the Future Must Be Continual LearnersMeet OurContinual LearnerWhatareB2Bmarketersdoing today to become more like our continual learner?Marc-Antoine Jarry5 in 10 respondents are increasing skills training Market

75、ing Leaders Are Investing in Their Teams Right NowFocus Areas for Cultivating Team TalentBoth Left-and Right-brained Thinking Is Critical for Todays B2B MarketerMore than2 in 5 respondents say innovative thinking will be the most important skill 43%Most Important Skills For You in the Next 1-2 Years

76、Data Analytics and AI Among Top Digital Skills Added to ProfilesData AnalysisArtificial Intelligence(AI)Data analysis is the digital skill added to LinkedIn profiles the most in 2024.When Seeking New Marketing Team TalentB2B Marketing Leadersof the Future Must Be Collaborative CommunicatorsMeet OurC

77、ollaborative CommunicatorWhatareB2Bmarketersdoing today to become more like our collaborative communicator?The ability to communicate effectively and solve problems is key to marketers success.And they are fast realizing this,according to LinkedIn data on top skills added to profiles.Alignment of th

78、e Sales and Marketing Departmentssay there are some synergies between marketing and sales54%CMO,Tech,Brazil“Marketing campaigns to create sales packages bring better results for the company.”B2B Chief Marketing Officersof the Future Must Be VisionaryLeadersMeet OurVisionary CMOWhatareB2BCMOsdoing to

79、day to become more like our visionary leader?of CMOs say they try to involve as many C-Suite members in marketing decisions as they canof CMOs say their relationship with the CFO is stronger than before78%77%CMOs Are Building Relationships Across the OrganizationCMOs are making concerted efforts to

80、build relationships.Just under 9 in 10 CMOs(89%)say that relationship building has become important to succeed.More than 3 in 4 CMOs say they try to involve as many members of the C-Suite in marketing decisions as they can.They are also working to build a bond with the CFO,as 77%report their relatio

81、nship with the CFO is stronger than before,a 10%increase from 2023.CMOs are also focusing inward to build relationships.84%of CMOs agree they have strengthened skills to demonstrate B2B marketing impact to help the C-Suite understand the value of brand marketing.CMOs Are Gaining Importance and Facin

82、g Role ChangesThe investments CMOs are making are paying dividends as 69%say their role has grown in importance.With the gains in importance,CMOs are facing changes to their role.More than 1 in 3 CMOs say they now have a more direct role in driving revenue and growth.They are also helping to drive o

83、verall company strategy and budgeting,and are expected to demonstrate marketing impact to the bottom lineCMO Role Changes Past Two YearsArun PattabhiramanBranding and Strategy Are Among the Top Skills Added to CMO Profiles on LinkedIn in the Past Year.AI Is Among the Top Digital Skills to Be Added.K

84、ory KantengaB2B Marketers of the Future Must Be DEI ChampionsMeet OurDEI ChampionWhatareB2BCMOsdoing today to become more like our DEI champion?CMOs Prioritize DEI InvestmentsThree in 5 CMOs say their organizations investment in DEI has increased in the past year,while more than1 in 5 CMOs say they

85、are more involved in DEI efforts in marketing.Meanwhile,more than8 in 10 respondents say their teams are gender diverse,while more than3 in 4 say their teams are racially and agediverse.Overall,78%say theiradvertising is inclusive,while76%say their advertising is diverse.3 in 5 CMOs 8 in 103 in 4Mor

86、e thanMore thanDEI Investment Spread Across Initiatives placing more emphasis on making content accessible(48%)working to create more inclusive campaigns(42%).42%48%Increased Investments in DEI Efforts78%Organizations Making Strides on DEI EffortsMore than 3 in 4 respondents say their organizations

87、have been effective in creating an inclusive culture.Gender inclusivity is one of the most effective DEI efforts among B2B marketing organizations worldwide.However,LGBTQ+initiatives are falling to the bottom of the list.While more than half of respondents report hiring practices for marginalized groups have been effective,only 7%say they prioritize hiring candidates from underrepresented or marginalized groups.INSIGHTOrganizational Effectiveness in DEI EffortsKory Kantenga,Ph.D.Rachel MuiTequia BurtSteve KearnsAyesha AnumLiya MinkashevaAnette BendzkoKen KluchThank you