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NOVEMBER 2022B2B藜㲙22点㗟┚狰滭䑐嫏CHINA B2B MARKETING TRENDS AND PRACTICES: BREAKTHROUGH IN B2B LEAD GENERATION METHODS╈㎁B2B䄬㏜蛈ꛖ朆⬅氫汷░ 泘䎓㛻篝CONTENTBACKGROUND,METHODOLOGY & SAMPLING隀溿羜俍յ亡嫏┚劫儗PAGE3-4INTRODUCTION⫂㳋哮金PAGE5PART 1: B2B MARKETINGSPENDS & EFFECTIVENESSB2B蛈ꛖ䤸⪍┚出⭴PAGE6-9PART 2: MARKETING CHANNELSELECTION & LEAD GENERATION CHALLENGES蛈ꛖ峗鷺鴲䦫┚藜㲙䧪䡟PAGE10-20PART 3: CONTENT MARKETING IN THE VIDEO ERA鈼겐休♏氳⫂㳋蛈ꛖPAGE21-32PART 4: MARKETING DIGITALIZATION蛈ꛖ丘㰅⴬PAGE33-35PART 5: MARKETING PROFESSIONALS纺扦蛈ꛖ☕PAGE36-38ABOUT US⪩◇䡘♜PAGE39-402 隀溿羜俍BACKGROUND鲹佭䡘♜鳀簘瑭2清㷤䋯免㎁B2B䄬㏜蛈ꛖ隀溿ն2021清꺙⹠氳վ免㎁B2B䄬㏜蛈ꛖ朆⬅氫汷░տ藜䐂阵指㞑陁┚⹛꺋☫清䄬㏜佄┚㎐熅⚀┯蛈ꛖ瓀⮕⫋埠䯦䣆㏇⸼清氳㓹滼┕劯䩺亍氳䄬㏜飊ⲡ┚陸縖⹛꺋㘍⬵▽隀溿氳ꠋ겗⮤䑐❤仾䄹僷耇㛫䧏簘顛鲤车┯耞ⲁ䧳䫂免㎁B2B蛈ꛖ鷺饟┕氳ꥈ憠┚22点㗟䇜꥘⺭⚜☕兴ⱱ⮇◸⯥媯氳蛈ꛖ杼䒞┚篺뀰䧏簘䫠ⲁ免㎁B2B䄬㏜蛈ꛖ氳⹠㷤┚鲽塠ն3 ⚀┯眷㑔隀溿亡嫏┚劫儗METHODOLOGY&SAMPLING塝埠隀溿ꃾ榫㲋ꄈ┚㲋䓪竞䌋篾⺭鵠鲋篪┕ꠋⷑ⪝䋯⹠䄭վ2022清免㎁B2B䄬㏜蛈ꛖ朆⬅俋刧տ䇜◇2022清9僖⪦阞影䷅660♷╙姳⫂㳋綜㲓⬢漶⯯ꢝ▽鼨⮇仰䷞䡝ꪝ䄬㏜蛈ꛖ㹞⛤氳㖵璼縖僄篳䎍篞⭴401♷僗䷞ꠋⷑ鰏⸼清㘍ⱶ33%劫儗丘ն影䷅劫儗免䢦僗⹨阼縖氶╙B2B䄬㏜蛈ꛖ纡耇注⪩☕女䇜饖餉⺨熨⚀┯眷㑔┚鈺嘗⹨阼縖槇⥽┚⯥┉清㛻舚注⺱妩⚀┚㎁⚀氳奃❇爏僗㘍ⱶն⺱休岑⪍阼ꠋ▽丘⛤B2B⚀┯蛈ꛖ┥┯☕㚖㵨☽♜氳嬼㴕┚鈸憠鲽车▽阭䎓յ䎍篞┚⮇◸ն⚀┯鈺嘗(女䄄☕丘)⹨阼縖纡耇眷⮷⹨阼縖䢦㏇氳䄬㏜蛈ꛖ1点꠼☕丘1%1%3%7%29%61%ⶖ⚢䷓䈢儬⪩⪭☽㎁⚀妩⚀㛚⚀21%23%16%40%<100☕101-500☕501-999☕>1000☕1%7%37%18%20%19%仰1☕2-5☕6-10☕11-20☕>20☕3%3%4%5%6%6%8%24%45%峗鷺蛈ꛖ⪝⪦⪩硍䄬㏜隀溿榾ら蛈ꛖ⪭☽⫂㳋蛈ꛖ◲鬼篺杼䄬㏜媃鵠⚩䲭䄬㏜蛈ꛖ留杼4 ⫂㳋哮金INTRODUCTION2022清楼◇䢦僗氳蛈ꛖ☕縡銨齉佭䧪䡟ն僄僗䷞氳蛈ꛖ峗鷺篪┖㷤⚢յ阷㐎յ饟庌休┘休⢦䯹篪┕峗鷺䑒걺걵┕ն것畀飊◇变㱥⛙ⷌ金出⭴催指氳鈼겐⫂㳋ն蛈ꛖ丘㰅⴬颦▽指清舅ⲁ⴬⛎典鲸媆餶颯全ն縡藜㲙氳ⷭⱱ鲸㏇荣荣䵕ⶍն☫清氳氫汷░笼㏇╙蛈ꛖ☕杼岳藜㲙鈸䒞塜漶㲋⛤藜㲙峗鷺波ꪫ鈼겐⛼╙┉光ꄆ金氳藜㲙⫂㳋䎬䌋䅠全氳亍䧪䡟䇜☳指⛤蛈ꛖ㎕ꄅ氳㲓䇕㳄氳篺뀰⮇◸免藜⹧┉◙㲓榫䓙饟示⠺ꈶ竞⺸նꄆ憠⫂㳋ⴎ䦮•B2B蛈ꛖ☕䈒院㞝⛰㲋⛤示陁⚽┘⺱氳蛈ꛖ峗鷺•B2B⚀┯僗⿵◙䑒걺⢢㞑氳藜㲙峗鷺•藜㲙氳鲋爊免僗⿵◙⡬䐂⪩嫱氳䧗剝•蛈ꛖ☕⮡⛼鈼겐⫂㳋休僗⿵◙⪦⺱氳ꥈ憠•䣒鵲鈼겐⫂㳋氳塜漶塠끈•⺱劫佭鈼겐䤸䷒鈼겐⺙示䤹ꮠ⵲⮷㏇⿵ꄅ•㞝⛰塜漶洇䏨示⮵榫蛈ꛖ舅ⲁ⴬儗♷氫汷░佭免㎁B2B䄬㏜蛈ꛖ朆⬅氫汷░氳瑭◅㰚㞝冽䖻鲸媆僗ꠢ陸鲋2021清氳撷儗䡘♜䍠憷䋧阫䖻☳┕┉儗䋯㡏陸颯鲹㵨僗Ⲃ◇催硍簊㏐杼鉯䡘♜䬠⠼氳B2B蛈ꛖ杼䒞ն©䄬㏜佄/©㎐熅⚀┯蛈ꛖ2022╈㎁B2B䄬㏜蛈ꛖ朆⬅氫汷░5 B2B蛈ꛖ䤸⪍┚出⭴蛈ꛖ것畀氳냖⛦示蛈ꛖ䷞冽氳逈阡⺎爊䈲佭ⷭⱱ█佭ⲁⱱ⚢冓㛻䏆鼠蛈ꛖ☕女氳䄄⛼燠冓䓪示舅口䑐ն6 4%39%42%9%2%2%2%ꪝ䅻僗䷞僗䷞俋鵠┘㜁僗䷞⭓╲仰䷞☱㏇䱐碠仰蛈ꛖ瓀樋┘岳咠⹨阼氳䄬㏜蛈ꛖ☕陁♯舅骱B2B蛈ꛖ瓀樋┚䣮车氳僗䷞爊䈲㞝冽夷清氳B2B䄬㏜蛈ꛖ☕僗┉潜清䈲䡗簔⶝氳陚黁╫塝埠氫汷░ꄅ䡘♜鴲氳㜍┉鷺겗㶩耇簄⭴璼勆ն☫清僗43%氳䄬㏜蛈ꛖ☕陁♯舅流氳⚀┯㏇B2B蛈ꛖ佭僗䷞氳注鰏⸼清氳30%僗▽ꪝ䅻侁蜷氳㘍ⱶն鲹佭䏭㞑氳朆霅陱伺儗埠⹇┚阼ꠋ氳阵指蛈ꛖ☕鵠鲋蛈ꛖ孨ⲁ╙⚀┯氳㘍Ꝛ⛼⭴▽燠冓顈鉴ն⺱休䡘♜█䘶ꄆ榼┉┖僗䷞◅㰅氳⮮㲋剝⬢竞➘催指氳蛈ꛖ☕女鲽车舅䡘陁⚽ն䢦隐僗䷞氳蛈ꛖ瓀樋䧗氳佭鵠鲋㷤䋯蛈ꛖ孨ⲁ䅬Ⲃ⚀┯催㞑㏐㏇楼氳休ꠑ示㏐憠┕⺸楼氳楼霅㷤朆▽鬼撿氳珒◂⚝ⲡ♔䷊⹩☽♜氳ꃾ顔⬀瓀示㍾僗氳车╙▊䘱ն䇗䈲䡗簔⶝B2B蛈ꛖ䤸⪍┚出⭴藜㲙䧪䡟┚蛈ꛖ峗鷺鴲䦫鈼겐休♏氳⫂㳋蛈ꛖ蛈ꛖ丘㰅⴬纺扦蛈ꛖ☕7©䄬㏜佄/©㎐熅⚀┯蛈ꛖ2022╈㎁B2B䄬㏜蛈ꛖ朆⬅氫汷░7 21%8%7%12%21%19%12%>1000┒800-1000┒500-800┒300-500┒100-300┒<100┒┘岳咠2022清㏇免㎁B2B问䙬氳丞⛮蛈ꛖ것畀☕妩䄪5%9%24%37%8%6%2%9%㘍ⱶ50%♔┕㘍ⱶ20%-50%㘍ⱶ20%♔⫂䧏䇖⬵㵽20%♔⫂⬵㵽20%-50%⬵㵽50%♔┕┘岳咠丞⛮蛈ꛖ것畀鰏2021清氳⹩⴬36%氳⚀┯蛈ꛖ것畀飃鲋500┒☕妩䄪鲹┉奃❇㓹儗┚⯥┉清注⺱ն☫清䡘♜㏇鲽┉塠篱⴬⮇眷⺵⹠朆僗2䡗氳B2B⚀┯蛈ꛖ것畀飃⭴1000┒ն蛈ꛖ것畀飊◇隥䛥⟊㱥┚塝⺱休隀溿氳篾冽侁炐僗38%氳⚀┯㏇2022清㘍ⱶ蛈ꛖ것畀37%㓹儗┚⸼清䧏䇖ն䔅⛮縡銨㏇2021-2022清氳㎁⫂㛚篺宁䎬ⲡⲁ蔷⹖橻䗯ꡕ䫝氳㛻朅㗟┖阵指⚀┯㏇顠榫䶺⭴┕鰏╙隥䛥变㱥鲹楼䄬㏜蛈ꛖ☕㏇것畀菋顠┕氳䳩沴Ⱶⱱ仰橎佭┉㛻縓뀰ն©䄬㏜佄/©㎐熅⚀┯蛈ꛖ2022╈㎁B2B䄬㏜蛈ꛖ朆⬅氫汷░8B2B蛈ꛖ䤸⪍┚出⭴藜㲙䧪䡟┚蛈ꛖ峗鷺鴲䦫鈼겐休♏氳⫂㳋蛈ꛖ蛈ꛖ丘㰅⴬纺扦蛈ꛖ☕ 篪┕蛈ꛖ示篪┖蛈ꛖ氳䤸⪍ⶭ奃篪┕100%篪┕80%篪┕60%篪┕50%篪┕40%20%篪┖60%篪┖80%篪┖100%篪┖50%篪┖40%20%┘岳咠2%13%18%16%20%23%2%8%☳丘䩺┕全洇B2B⪝⺚㏇篪┖蛈ꛖ氳菋顠☱仾냖◇篪┕抆縡㏇2021清僗70%氳⚀┯㵨┉ⶐ♔┕氳蛈ꛖ것畀㳞䣚◇篪┖2022清氳隀溿ꄅ塝┉丘㰅꡹⛦⮽61%䫠孾┉全佭丘㰅⴬蛈ꛖ뀕ⲁ氳Ꝛ僿飊ⲡ◅全█┚橻䗯㵗舚⺨㏐⭴车⹨ꡢ僗⪩ն激催指氳泘⩞扦憠☳⚩簊氳篪┖孨ⲁ鯸燰⮽篪┕鲋⸼⭓清企䄖䄭㷀篪┕指峗鷺蛈ꛖ氳⚀┯⺎耇㍕塝催ⱶ愓孨䷨䪇ն篪┕┚篪┖蛈ꛖ顠榫鵄塠鯸燰©䄬㏜佄/©㎐熅⚀┯蛈ꛖ2022╈㎁B2B䄬㏜蛈ꛖ朆⬅氫汷░9B2B蛈ꛖ䤸⪍┚出⭴藜㲙䧪䡟┚蛈ꛖ峗鷺鴲䦫鈼겐休♏氳⫂㳋蛈ꛖ蛈ꛖ丘㰅⴬纺扦蛈ꛖ☕ 蛈ꛖ峗鷺鴲䦫┚藜㲙䧪䡟藜㲙(leadgeneration)佭B2B䄬㏜蛈ꛖ☕僄ꄆ金氳䄄⛼兴┉縡岑隖藜㲙兴鷺氳蛈ꛖ☕㏇⚀┯珸佭┘⺎指䐂氳☕䣉ն10 1%6%11%13%14%21%22%31%31%34%36%37%40%⹨阼氳B2B䄬㏜蛈ꛖ☕氳清䈲簔䷞䧗剝(KPI)ꛖす篪碠丘ꄈ睖┲/队ꠢ丘ꄈ鬼撿♯⡬┯簔ꛖꄈ蛈ꛖ것畀ROI䤸顫㍑䥊曎ꛖす篪碠顏ꄈ丞⛮⮵射겜㲙䢓席䙬䈲䄬㏜♷겜亍出鬼䋯⹠┕䄬䧗剝仰伺漶䧗剝㲙䢓孲㜊曎/㍑顔曎⪭☽丞⛮縡銨㛻鼨⮇KPI氳縓劭奃❇奃颯⯥┉清齉僗┉㲋爊䈲氳䬠냖鲹陱伺飉全飉指氳⚀┯䋯㡏楼蛈ꛖ鼨ꠅ┖鱳伺漶氳簔䷞縓劭䧗剝ն⪭免楼藜㲙氳縓劭奃❇催佭僗▽伺漶氳┕ⶍ㶗⪭佭ꛖす篪碠顏ꄈ♔⹖蛈ꛖ것畀ROI鲹┼光䧗剝ն激䄬㏜┕飉全飉指蛈ꛖ☕䋯㡏羜顆藜㲙䧗剝┦ꄈ┚顏齉金⪵걽休☽♜㶩飉㳋佄ꪫ║鲽鴚┼ꥈ氳㷀ꪫ•鲹埠氳孨ⲁ┉㲋金指䷅憠leads蛽㏐건金甏嬕┉憠䡘䓏☕㳄㫃懰┘㖵⫞...•顏ꄈ⛦┖氳leads⚢逈ꛖす鼨ꠅ㫃䋶⛙佭蛽㏐건㞝冽┘指ꠋ┉◙饇┯ⱷ꧎姳注⪩氳ꠋ겗䡘䓃╫⮮亇鲹╄弍㲙氳顏ꄈ泘⯥B2B蛈ꛖ☕㏇藜㲙竞ꪫ逈辆ꄈ氳竞䌋鲸佭鲋◇璎簊䇜┘餉♔㷤朆☽♜䄄⛼免㲓ꡮ♀⭴氳Ⲅⱱ█仰嫏䬠❠僗Ꙟ楼䓪氳口䕜䅬Ⲃ䬠ⶍ┖┉埠藜㲙氳䷞曎ն仰阷佭篪┖孨ⲁ鲸佭篪┕⫂㳋㞝冽䡘♜岑⪍藜㲙注⪩氳⺨光蛈ꛖ峗鷺⚢⹠朆┉◙⪩꜄氳丘䩺憠╙蛈ꛖ䄄⛼䅠全催僗♯⡬氳嬼㴕ն藜㲙氳┼ꥈ┚22点㗟©䄬㏜佄/©㎐熅⚀┯蛈ꛖ2022╈㎁B2B䄬㏜蛈ꛖ朆⬅氫汷░11B2B蛈ꛖ䤸⪍┚出⭴藜㲙䧪䡟┚蛈ꛖ峗鷺鴲䦫鈼겐休♏氳⫂㳋蛈ꛖ蛈ꛖ丘㰅⴬纺扦蛈ꛖ☕ 藜㲙佭ⷭⱱ█佭蛈ꛖ☕女氳♯⡬⛮朆ն僗氳蛈ꛖ☕䇜媆僗逈顲◀藜㲙氳䧗剝㍕塝☽♜⚢阡╙舅骱氳鉉荈催指寘⹖氳佭鬼撿㲛⚩ն◄㲓┕㞝冽䡘♜ꄆ亍㲗鈼藜㲙氳⪓鲋爊㱚䇜┘⶝䧗藜⹧注⪩☕氳口䕜鯸◬簄ꛖす鼨ꠅ鲹┉光ⲁ⛼縡䄖ն藜㲙ⴎ⻡┉硍⮜氳车ⲁⴎ䦮┘亇㏐䷸罬䄬㏜䬠ⶍ鬼撿湳⺳䈲䅬Ⲃ⬀瓀注⪩☕▽鉯鬼撿示出鬼氳♯⡬㏇☽♜鷕⮽ꠋ겗յ꧎姳⭴朆休耇㛫藜䐂餉㛫氳口䕜♔䅬Ⲃ☽♜⛼⭴楼鬼撿僗⮵氳⬀瓀ն藜㲙⺆佭催僗Ꙟ楼䓪氳䅠僗伺漶CTA车ⲁ⺙⺉氳鬼撿㲛⚩ն䢦僗氳蛈ꛖ☕女齉䈒院㶍陒颦⭴鲹┉塠╚ⲁ瞿鵠藜㲙鲹┉ꄆ金氳蛈ꛖ䤗耇ն䢦僗氳䄬㏜珸氳蛈ꛖ孨ⲁ齉佭藜㲙氳鲋爊ն楼B2B⚀┯縡銨弍㏇㲙䢓佭┉光⹒┉光┘⺱鈺嘗㛻㵸氳⚀┯⛙䎍劯⮽䈔佭┉光⹒┉光䦦僗⬀瓀儹氳鴲䦫縖(chooser)䡝佭㏇⚀┯紮⛮⬀瓀免䣹庌ꄆ金鉉荈氳⬀瓀䏆鼠縖(influencer)ն楼◇B2B蛈ꛖ☕縡銨藜㲙㶩佭金鵠鲋┉硍⮜냖顏ꄈ氳◎ⲁ㏇☕紮免楢⮷⭴⬀瓀注⪩☕阦☽♜僗䙬陃㏐յ╚ⲁ㏐◬⭴舅流氳口䕜♔䩦⹧♯⡬鲹◙口䕜ⴎ䦮⛙┘꡿◇㡤⺳榾陚黑畴㏐6日⪝⺚⺳燢㒮䄬纡耇♔⹖䛄䙬䧏簘变䧏纭硍氳䙬䛄ն楼藜㲙┘⺆佭藜䐂┉光纭硍竞䌋黁╫甏⶝縡䄖ն激䡘♜㵨藜㲙氳鲋爊ⱶ┕▽鲹◙┚顏ꄈ注⪩氳꡿㲋兴⺵藜㲙⹩䡗▽┉光ꥈ䈲注激냖氳♳ⱷն냖顏ꄈ氳藜㲙羜⺵佭┉硍⮜蛈ꛖ☕女楼蛈ꛖ泘剝յ峗鷺յ䣆夀示⫂㳋氳⬢漶鴲䦫示⮮亇ն©䄬㏜佄/©㎐熅⚀┯蛈ꛖ2022╈㎁B2B䄬㏜蛈ꛖ朆⬅氫汷░12B2B蛈ꛖ䤸⪍┚出⭴藜㲙䧪䡟┚蛈ꛖ峗鷺鴲䦫鈼겐休♏氳⫂㳋蛈ꛖ蛈ꛖ丘㰅⴬纺扦蛈ꛖ☕ 䇖17日夷光B2B⚀┯ꃾ榫5.4熨蛈ꛖ峗鷺全鉵⹖㲙䢓院蛈ꛖ峗鷺僗䷞爊䈲1-10⮇ꃾ榫院蛈ꛖ峗鷺氳⚀┯奃❇%6.89 6.88 6.85 6.82 6.76 6.70 6.63 6.59 6.34 6.29 6.23 6.19 5.92 5.82 5.48 4.95 4.71 4.29 篪┖饟庌㲇亡䐭⟔⪝⚜⺙篪┖阷㐎/溿阥⚢KOL䙬鈷겅迠䤹ꮠ/䒍䣆篪┖㷤⚢㑉波车┯㨦⛮/ⶖ⚢䮣碠䫠䇯(㞝氬䈲璡)炙紮蛈ꛖ榾ら峗鷺䇯匕䐭⟔鈼겐⺙㲇亡粠珇☫仼㜍兣䐭⟔䇯匕⿗⿳⿗⿳榾㯹黑♭湳╲SMS湿⟔75.5%21.0%50.5%19.0%20.5%70.5%40.0%35.5%14.5%12.0%51.5%49.5%12.0%17.0%11.5%27.5%10.5%7.0%蛈ꛖ氳䷞冽䏭㛻爊䈲┕⹧⬀◇蛈ꛖ氳峗鷺ն阷颯┘⺱蛈ꛖ峗鷺氳䷞冽篪┖饟庌յ阷㐎⹖㷤⚢㏇⸼清氳隀溿免唚⯥3⺳⛙☫清⹨橻䗯䏆鼠械竞䐭口⺙珇┕唚꺙楼B2B舘⪩ꄆ金氳篪┖㷤⚢㷉抆波䫙䪨⮽▽瑭6⺳ն鲹舅抆佭┉光ꪝ䅻仰㜧氳篾冽㶗⪭楼◇黁◙❤ꪣ㷤⚢䡗⶝氳⚀┯縡銨催佭波䫙氳篺宁䩣㜊ն☫清隀溿氳ꠋ겗ꄅ䡘♜㘍⬵▽┉◙蛈ꛖ峗鷺㍕塝僗┉光僗飯氳⹠朆նB2B蛈ꛖ☕塜㏇㛻羑㶍陒☳鈼겐䇖⺐藜㲙飃鲋ⶐ丘氳鬼撿䋯鵠▽䐭口鈼겐⺙鲸僗注激┉鼨⮇⚀┯鲸孨餠㏇䤹ꮠյ䒍䣆յB珇璡催⢏⺸寕顠縖珸氳䇖⺐█㍕塝鈼겐眷氳⫂㳋出⭴꧎姳忂㘍ն©䄬㏜佄/©㎐熅⚀┯蛈ꛖ2022╈㎁B2B䄬㏜蛈ꛖ朆⬅氫汷░13B2B蛈ꛖ䤸⪍┚出⭴藜㲙䧪䡟┚蛈ꛖ峗鷺鴲䦫鈼겐休♏氳⫂㳋蛈ꛖ蛈ꛖ丘㰅⴬纺扦蛈ꛖ☕ 械竞粠珇佭B2B藜㲙氳ꄆ金峗鷺阵指鬼撿鵠鲋䮣碠䌖䳫⚝⴬示䮣碠䇯匕藜䐂▽注激⺎鈸氳ꛖす篪碠ն楼◇蛈ꛖ☕女縡銨簟䥉㞑粠珇氳⫂㳋㶩⺎♔怠璡䷅沠佭┉♭注激⮕畀氳◄ն縡粠珇氳辑朆⺎♔岳