人工智能行业中国B2B市场营销现况白皮书：数字化工具与AI技术应用盘点

丘㰅⴬䄄┚AI䤗儛䈒榫沴憠╈㎁B2B䄬㏜蛈ꛖ朆⬅氫汷░CHINAB2BMARKETINGTRENDSANDPRACTICES:AITECHNOLOGYANDDIGITALTOOLAPPLICATIONOCTOBER 2023 泘䎓㛻篝Content隀溿羜俍Background02⫂㳋哮金Executive Summary©䄬㏜佄/©㎐熅⚀┯蛈ꛖ2023╈㎁B2B䄬㏜蛈ꛖ朆⬅氫汷░ 201B2B蛈ꛖ☕氳舅阾Part 1: Self Justification of B2B Marketing蛈ꛖ峗鷺┚丘㰅⴬䄄Part 2: Marketing Touchpoints & Digital Tools⫂㳋蛈ꛖPart 3: Content Marketing纺扦蛈ꛖ☕Part 4: Marketing Professionals隀溿亡嫏┚劫儗Methodology and Survey Demographics⪩◇䡘♜About Us030405060708 隀溿羜俍Background2023清╈㎁B2B䄬忽蛈ꛖ朆⬅氫汷░㞝篑縡舘ն橻䗯⺵氳2023僗⿵凡亍妰霅䑯潣▽┉丞清氳B2B蛈ꛖ☕⹠问▽⿵凡⹩⴬☕䄄保耇䤗儛㵒蛈ꛖ☕氳䄄⛼出问▽☜╫䏆鼠鲹凡齉佭䡘♜⪩䑐氳阫겗ն䄬忽佄┚㎐熅⚀┯蛈ꛖ瓀⮕⫋埠⭴⹠隀溿յ阼隅յ䔅篾䡗回ն⮤䑐┘⹩⮇◸⯥媯氳蛈ꛖ杼䒞┚篺뀰䧏簘䫠ⲁ╈㎁B2B䄬忽蛈ꛖ氳⹠㷤┚鲽塠ն©䄬㏜佄/©㎐熅⚀┯蛈ꛖ2023╈㎁B2B䄬㏜蛈ꛖ朆⬅氫汷░ 3 ⫂㳋哮金Executive Summary2023清B2B蛈ꛖ☕甏波⮇骱╴儛篪┖㷤⚢յ阷㐎յ饟庌꥘⛮影䎍篪┕䐭口յ䤹ꮠյ湳╲█媆ꠏ浔ն것畀飉⹠⺧碧縡全舅겅㵗㷄氳┯簔䧗剝█篳◇䤓┕▽䄬忽鼨ն㶩佭㏇鲹劫氳ꄆꄆⷭⱱ╯┖B2B蛈ꛖ☕㷉抆舅䡘䚊鈿䙛⹠荂㞑佭氳媆ꛯն2023清B2B蛈ꛖ☕㏇丘㰅⴬蛈ꛖ䄄氳ⱶ䧏┖⛎╲催ⱶ舅口☳㳋▽ն篾⺭▽车┯飊ⲡ示┯⫂指⛤顫岑蛈ꛖ☕氳仰熗⮇◸☫清氳氫汷░尜沲▽⭓光ꄆ憠⫂㳋•B2B蛈ꛖ鼨ꠅKPI氳⹩⴬•㞝⛰⮮㲋B2B蛈ꛖ峗鷺氳辑朆•丘㰅⴬䣆夀㏇篪┖孨ⲁ╈氳㟓榫•╙篪┕յ篪┖蛈ꛖ峗鷺䤓⮽䄑䋳⴬㲋⛤•⪓女蛈ꛖ氳└㛻䡗Ⱶ⪩꜄㍕碜•SCRM䄄㏇蛈ꛖ舅ⲁ⴬㲓䳩ꡙ夀氳鉉荈•㞝⛰出⭴僗♯⡬氳⫂㳋•问䡗䌋AI㞝⛰鰑Ⲃ⫂㳋⮡⛼儗♷氫汷░佭╈㎁B2B䄬忽蛈ꛖ朆⬅隀溿䥊匕氳瑭3儗2021清示2022清氳氫汷░█ꪝ䅻僗⺎陸䓪埢鲜┖鰉ꠢ陸ն©䄬㏜佄/©㎐熅⚀┯蛈ꛖ2023╈㎁B2B䄬㏜蛈ꛖ朆⬅氫汷░ 4 B2B蛈ꛖ☕氳舅阾Self Justification of B2B MarketingPart 1 :蛈ꛖ氳♯⡬缜浍⺎鈷㏐䬠妨▽⚀┯䋯㡏簄蛈ꛖ☕┕漲䧗剝蛈ꛖ☕█䋯㡏逈金姳榫催㵽氳顫嶏㲓朆催㛻氳出⭴ն©䄬㏜佄/©㎐熅⚀┯蛈ꛖ2023╈㎁B2B䄬㏜蛈ꛖ朆⬅氫汷░ 5 31%37%40%0%4%7%12%14%19%26%28%30%34%35%40%43%⪭☽㲙䢓孲㜊曎/㍑顔曎仰伺漶䧗剝䄬㏜♷겜亍出鬼䋯⹠┕䄬䧗剝㲙䢓席䙬䈲丞⛮⮵射蛈ꛖ것畀ROI䤸顫㍑䥊曎鬼撿湳⺳䈲/鬼撿♯⡬┯簔ꛖꄈꛖす篪碠顏ꄈ睖┲/队ꠢ丘ꄈꛖす篪碠丘ꄈ2023清⚀┯㵒蛈ꛖ☕女氳金姳⹩䐂䙛⹠┽劲▽ꛖす篪碠顏ꄈ䕺䕺⹧♏▽鬼撿♯⡬氳㏐⛤鲽⪍唚⶝⯥└ն鲹激抆┘佭㍕╙鬼撿♯⡬⹩䐂┘ꄆ金▽縡佭飉全飉指氳⚀┯⹠朆꣮浔蛈ꛖ孨ⲁ氳䣮车鬼撿䋧阻佭┉光Ⱌ出鬼縡注奃◇篪碠氳丘ꄈ顏ꄈ催ⱶ┘⺎䡝籬ն䘶金藜䐂催指氳篪碠⺎耇䙬毋浔催㛻氳蛈ꛖ顠榫䶺⭴⛙㞝冽顏ꄈ┕┘⸼䤸顫影䥊曎⺆⚢飉全飉⛦ն⺆僗냖顏ꄈ氳篪碠䣉耇䅠全洡塜氳ꛖꄈն㍕塝僗阵指⚀┯㏇鴒姳丘ꄈ氳⺱休ⱶ┕▽顏ꄈ䧗剝榗舘鲽┉塠辆ꄈMarketing-influenced Revenue█㶩佭榺⺨熨蛈ꛖ䣆夀鉵鱳⺵䅠全氳㲓ꡮꛖす겜ꄈ⴬蛈ꛖ鼨ꠅ氳♯⡬ն蛈ꛖ┚ꛖꄈ氳䧑ꙿPart 1 ⹨阼氳B2B䄬㏜蛈ꛖ☕僗⿵◙清䈲簔䷞䧗剝 (KPI)©䄬㏜佄/©㎐熅⚀┯蛈ꛖ2023╈㎁B2B䄬㏜蛈ꛖ朆⬅氫汷░ 62023清2022清 ⹨阼氳䄬㏜蛈ꛖ☕㏇⚀┯ꄅ䫠ⲁ䄄⛼鲽㷤休鷕⮽氳╚金䧪䡟Part 1 ©䄬㏜佄/©㎐熅⚀┯蛈ꛖ2023╈㎁B2B䄬㏜蛈ꛖ朆⬅氫汷░ 71%2%23%45%45%47%49%媆僗䧪䡟⪭☽ꡢ潥籬╴┕篒겅㵗䶺䧏ꛖす鼨ꠅ鿥⺭䙬䛄䄬㏜蛈ꛖ☕ⱱ┘餉蛈ꛖ1点꠼耇ⱱ㶉僗埞籬蛈ꛖ것畀┘餉㞝丘㰅⴬硍簊┘䡗捙յ蛈ꛖ泘氳┘伺漶䷞冽ꥈ辆ꄈյ丞⛮┯ⱷ孲爊㶉┘耇䶺䧏蛈ꛖ亍╞䫣յ䔅鼨꡿⯆璡蛈ꛖ顫嶏䨿醁鈷缵羜顆浔┯簔䧗剝氳蛈ꛖ1点꠼ⷌ䇜媆僗藜䐂催냖氳蛈ꛖ것畀⹛╯蛈ꛖ것畀┘餉䡗╙蛈ꛖ☕㏇2023清䫠ⲁ䄄⛼休氳僄㛻꤄潥ն黁╫⚀┯㏇2023清氳蛈ꛖ것畀⮕䦪┕⹠问▽⿵凡⹩⴬巾 Part 1 20%15%15%14%16%15%5%>1000┒800-1000┒500-800┒300-500┒100-300┒<100┒┘岳咠2023清㏇免㎁B2B问䙬氳丞⛮蛈ꛖ것畀☕妩䄪4%10%12%38%11%17%3%5%㘍ⱶ50%♔┕㘍ⱶ20%-50%㘍ⱶ20%♔⫂䧏䇖⬵㵽20%-50%⬵㵽20%♔⫂⬵㵽50%♔┕┘岳咠丞⛮蛈ꛖ것畀鰏2022清氳⹩⴬©䄬㏜佄/©㎐熅⚀┯蛈ꛖ2023╈㎁B2B䄬㏜蛈ꛖ朆⬅氫汷░ 8蛈ꛖ것畀丞⛮┖车䧏簘ⱶ㛻蛈ꛖ䤸⪍氳⚀┯⹩㵽▽☳2021清氳43%⮽2022清氳38%⫋⮽2023清氳26%蛈ꛖ것畀㘍ⱶ氳⚀┯奃卓䧏簘颦⛦ն縡溯것畀氳⚀┯奃卓注奃⸼清⭓╲緾⠙鲤3䡗氳⚀┯㏇2023清⬵㵽▽蛈ꛖ것畀ն 것畀⺧碧蛈ꛖ☕鲸耇鱳䡗것僿氳辑朆⻀ ©䄬㏜佄/©㎐熅⚀┯蛈ꛖ2023╈㎁B2B䄬㏜蛈ꛖ朆⬅氫汷░ 9Part 1 ©䄬㏜佄/©㎐熅⚀┯蛈ꛖ2023╈㎁B2B䄬㏜蛈ꛖ朆⬅氫汷░ 9䇗䈲䡗簔䭖侞㏇┉清┉䈲氳舅䡘䣒⮇겗╈䡘♜洇⮽▽┉光♑☕䗺ㄎ氳⹩⴬蛈ꛖ☕舅䡘罥㲋氳奃卓塜㏇鵄清䬠妨ն2023清僗54%氳蛈ꛖ☕⮮㲋舅骱蛈ꛖ瓀樋⹖䣮车⶛僗䡗䷞鲹┉丘㰅㏇2022清佭43%2021清⮟⺆僗30%┚塝⺱休9䡗氳⚀┯䄖篺颦┕▽蛈ꛖ丘㰅⴬氳鷺饟⪭╈2/3䄖篺㏇鵄峀䬠妨捙篮䈲氳ꡙ夀ն蛈ꛖ☕氳舅口䈲┚蛈ꛖ丘㰅⴬爊䈲塜注⪩㍕╙☽♜䐂♔♔催냖䷞氳亡䌋㱮䡗蛈ꛖ♳ⱷ丘䩺ꃾ꥘示篾冽鴒馹ն17%42%32%9%0%⪓ꪫ㲓饨䇜ⶇ⮇捙篮䋯㡏㲓饨⛙儔鱳捙篮颯塠ꡙ夀䄖僗⮤塠㓹滼㶉儔䋯㡏塜㏇鈸僷㐍⬀䥠䤻⹨阼氳B2B⚀┯䡝鼨ꠅ蛈ꛖ丘㰅⴬氳⹠㷤爊䈲⹨阼氳䄬㏜蛈ꛖ☕陁♯舅骱B2B蛈ꛖ瓀樋┚䣮车氳僗䷞爊䈲13%41%30%2%13%1%ꪝ䅻僗䷞僗䷞俋鵠⭓╲仰䷞☱㏇䱐碠┘㜁僗䷞┘岳咠 Part 1 ©䄬㏜佄/©㎐熅⚀┯蛈ꛖ2023╈㎁B2B䄬㏜蛈ꛖ朆⬅氫汷░ 10SCRM硍簊䄖䡗剝鿥㏇丘㰅⴬蛈ꛖ氳葶樥ꄅSCRM硍簊氳㛻鈺嘗ꃾ榫█阦蛈ꛖ☕耇脍⭴䣆全鲽车催岑⪍氳䓙縓示⬀瓀ն仰阷佭舅╚䋯⹠鲸佭㵗⪍瑭└亡硍簊2/3氳⚀┯䄖篺㵗⪍▽SCRM걽㲙⪩硍留杼硍簊催♑☕埤ㄎ氳佭飃鲋ⶐ丘氳⚀┯䄖篺䋯㡏յ榗舘僗㵽丘䄖篺⺎♔捙篮㏐⮵榫蛈ꛖ舅ⲁ⴬鲽┉塠㵒藜㲙鲽车⪓孲爊留杼ն㏇SCRM硍簊氳鰑Ⲃ┖蛈ꛖ☕㵒┉光”lead”䡗╙”contact”㞝⛰鯸⹩㞝⛰┉塠塠逈”qualify”▽萴䧗䪭鲹凡丘䩺㏇篺뀰╋㳫氳蛈ꛖ縏䣆洇全㱮⪓㶩佭蛈ꛖ氳䡗Ⱶ㎂⥽⺎♔逈择⯆♔藜䐂催㛻氳䡗Ⱶն⹨阼氳B2B⚀┯佭⻖䄖㵗⪍䇜㲓饨蛈ꛖ舅ⲁ⴬12%39%20%12%14%1%2%䄖篺ꃾ榫䇜捙篮蛈ꛖ舅ⲁ⴬䄖篺鼨⮇ꃾ榫蛈ꛖ舅ⲁ⴬孲爊⛙㶉儔捙篮⮠䋯㡏㶍陒䣒畀䋯㡏鈺⮕仰伺漶阞⮕┘漶㲋☜╫佭蛈ꛖ舅ⲁ⴬┘岳咠佭⻖䄖㵗⪍SCRM걽㲙⪩硍留杼硍簊24%28%14%15%13%1%5%䄖篺㵗⪍瑭└亡硍簊䇜ꃾ榫㛻鼨⮇Ⱶ耇䄖篺㵗⪍瑭└亡硍簊⛙✳榫겐曎┘냖䄖篺舅车䋯⹠䯌䋧SCRM硍簊塜㏇縓诿陁⚽仰伺漶㵗⪍阞⮕┘漶㲋SCRM硍簊佭☜╫┘岳咠user-- 蛈ꛖ峗鷺┚丘㰅⴬䄄Marketing Touchpoints & Digital ToolsPart 2 :2023清蛈ꛖ☕鲸佭黁╫䑯潣鲸佭黁凡蛈ꛖ鉵憠⛙篺鲋┉清⹒┉清氳篮▊示篺뀰䔅篾☽♜⹩䐂飉全飉☳㳋▽ն©䄬㏜佄/©㎐熅⚀┯蛈ꛖ2023╈㎁B2B䄬㏜蛈ꛖ朆⬅氫汷░ 11 ┉硍⮜篪┖峗鷺ⴎ䦮㷤⚢յ阷㐎յ饟庌篳◇㏇橻䗯⺵氳2023清ꄆ澾影䎍䇜鲆鵮䡗╙蛈ꛖ☕阡╙辑朆⭴荈氳└㛻鉵憠ն⺱休☽♜█䇜媆僗䷒册㏇炙◬㨦⛮䇖⺐氳䤸⪍縡㲇䐭յ鈼겐⺙յ㲇粠示䐭㲇粠䜈䜈䡗╙㏇篪㲇亡䇖⺐ꄅ┘⺎䡝籬氳㍌㛻㛿曓նPart 2 ©䄬㏜佄/©㎐熅⚀┯蛈ꛖ2023╈㎁B2B䄬㏜蛈ꛖ朆⬅氫汷░ 12⹨阼⚀┯免ꃾ榫院蛈ꛖ峗鷺氳奃❇%院蛈ꛖ峗鷺氳僗䷞爊䈲1-10⮇䇖17日夷╄B2B⚀┯ꃾ榫5.3熨蛈ꛖ峗鷺全鉵⹖㲙䢓66%64%46%45%41%36%35%26%26%21%20%20%18%16%16%15%9%8%8%篪┖饟庌械亡䐭⟔⪝⚜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⺙械亡粠珇☫仼㜍兣䐭⟔䇯匕⿗⿳⿗⿳榾㯹黑♭湳╲SMS湿⟔䐭珇/䐭械粠7.34 7.36 7.05 6.78 8.02 6.96 7.44 7.19 7.58 5.14 7.24 5.88 6.89 6.73 6.97 5.97 6.06 5.88 4.19 ©䄬㏜佄/©㎐熅⚀┯蛈ꛖ2023╈㎁B2B䄬㏜蛈ꛖ朆⬅氫汷░ 13鬼撿佭䡘♜僄㞑氳䇯匕WD-40佭┉光槖ꛖ⪓杷70指清氳烖㜦鬼撿仝┖氳指榫鵎ꄌ㷯⪴䥉⯘㵸衹粝逈鎺╙☳㜁狝⮽㳄䉁㟓榫仰狕氳飃篒搷堑ն㓹◇鲹劫氳出鬼辑朆WD-40╈㎁⪝⺚䄬忽篺杼Jody舅口㏐辑炐:夷光车┯յ䄄ⷣյ鯲ꠑ♔⹖夷光㳄䉁齉꧎金䡘♜氳㵸衹粝նWD-40硍⮜出鬼氳车┯䈒榫示忽俍冓⪭䇯嫚յ儬⚢⚜指㏇䦌㳑ꛖす峗鷺示寕顠紮⛮氳鲋爊╈꧎金┘⢦㶍陒⺨熨篪┕篪┖蛈ꛖ峗鷺┚亡䌋նꪫ㵒⪓亍氳车┯示儬⚢WD-40䖬╦氳ⷧ⺒示⭴荈氳出鬼ⱱ䡗╙▽䄬忽䦌亍藜㲙氳嫏㲒ն僗休㲙䢓⺎耇┘湳鷺⛮氳出鬼⛙佭┉⻤⮽WD-40☽♜齉䛄䙬⺭⛼ն丘㰅⴬յ⺎鈼⴬㏐鴒馹留杼蛈ꛖ孨ⲁ㏇┘⺱峗鷺氳孨ⲁ╈出鬼陒榫佭䡘♜藜㲙氳ꄆ金䣆夀⛙█ꪫ║浔䡗儗յ䤸⪍出⭴奃璡璡䧪䡟ն㞝⛰䤸⪍յ䤸⪍指㵽յ㏇⿵凡峗鷺䤸⪍䷞冽催㞑䄬忽鼨꧎金催㞑氳⮮亇剝⬢ն◇佭䡘♜㶩㏇夷┉忽孨ⲁ氳阻糌ꄅ㱧䬤沪孾䄄鵠鲋㲋⯆氳◅簟溞楢⮷┘⺱峗鷺┚鉵憠㷤⚢յ饟庌յ阷㐎յ䫠☮⚢璡氳孲ꄈ示顏ꄈ䇜鲽┉塠鴒馹篪碠鯸⴬ꛔ饟示篾冽ն䡘♜⚢㏇┉凡ꡙ夀䓪氳ꛖす⚢阫┕⮇◸䡗冽┉亡ꪫ佭㷤炐蛈ꛖ䡗冽⺁┉亡ꪫ█佭╙▽┚ꛖす1点꠼鱳䡗⪦陃鵄塠⚝⴬峗鷺յ䬠妨䤸⪍出⭴奃ն⺁拿䡘♜█⚢㏇阻糌休㘍ⱶ┉凡鈺葶䓪ꠅ喐奃㞝辑⶝硍簊┚⻪口㲒璡⚀┯口䕜刧陟䇖⺐㵒䫙漶变㲙䢓⺳燢㖵⫞鈺葶䬠냖槴顫氳顏ꄈ█╙⺵僿氳篪碠㰽⴬朅荣䬠❠催指僗♯⡬氳口䕜ն—— Jody 存⯬嫧䄬忽蛈ꛖ顆顊☕WD-40塡鳞╈㎁夷╄峗鷺齉僗舅䄕氳䡗簔⶝Part 2 ©䄬㏜佄/©㎐熅⚀┯蛈ꛖ2023╈㎁B2B䄬㏜蛈ꛖ朆⬅氫汷░ 14Part 2 ©䄬㏜佄/©㎐熅⚀┯蛈ꛖ2023╈㎁B2B䄬㏜蛈ꛖ朆⬅氫汷░ 14篪┖蛈ꛖ顠榫㘍ⱶ橻䗯⺵B2B蛈ꛖ☕齉㏇䑯浔⢢㷤⚢⯥⭓清燠ⷭ氳篪┖孨ⲁ示┉凡仼䅻氳庌阯阷㐎♑☕䈒䫙┘俲ն㏇䡘♜阼ꠋ氳⚀┯╈█┘╴僗☕┉⹾妰⢢▽60-70忽篪┖孨ⲁ氳䗯⬅ն黁佭⻖B2B蛈ꛖ顠榫┉㛗╯ꠑ㶩影䎍篪┖▽巾䇜ꪝ㞝塝ն2023清蛈ꛖ顠榫注奃2022清豓樋䐭⺸篪┖⡯乨⛙丞⛮縡銨䇜儔影䎍⮽2021清氳姢䇖ն篪┖氳ꛖす篪碠氳顏ꄈ豓抆催냖⛙篪┕❤抆╙⚀┯䅠全▽催指氳⺎耇䓪鉵鱳氳☕紮█葶㍴催䇯㍕塝仰嫏逈鰇鈼䄖篺捙篮篪┕藜㲙氳蛈ꛖ☕舅抆⺎♔䧍䩊⪭╈氳䇖辆ն篪┕蛈ꛖ示篪┖蛈ꛖ氳䤸⪍ⶭ奃篪┕100%篪┕80%篪┕60%篪┕50%篪┕40%篪┕20%篪┖60%篪┖80%篪┖100%篪┖50%篪┖40%篪┖20%┘岳咠1%13%18%23%20%21%3%1% Part 2©䄬㏜佄/©㎐熅⚀┯蛈ꛖ2023╈㎁B2B䄬㏜蛈ꛖ朆⬅氫汷░ 15篪┖峗鷺䄄⹇ⱶ篪┖孨