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B2B藜㲙㍮㗟┚狰滭䑐嫏 ╈朆㎁⬅氫B2汷B░䄬㏜蛈ꛖ CHINAB2BMARKETINGTRENDSANDPRACTICES:BREAKTHROUGHINB2BLEADGENERATIONMETHODS NOVEMBER2022 泘䎓㛻篝 CONTENT B隀AC溿KG羜RO俍UNյD亡,ME嫏TH┚OD劫OL儗OGY&SAMPLING PAGE I⫂NT㳋RO哮DU金CTION 3-4 5 PAGE B2B蛈ꛖ䤸⪍┚出⭴6-9 PART1:B2BMARKETINGSPENDS&EFFECTIVENESS 10-20 P蛈ARꛖT2峗:M鷺AR鴲KE䦫TIN┚GC藜HA㲙NN䧪EL䡟SELECTION&LEADGENERATIONCHALLENGES PAGE PAGE 21-32 P鈼AR겐T3休:C♏ON氳TEN⫂T㳋MA蛈RKꛖETINGINTHEVIDEOERA PAGE 33-35 P蛈ARꛖT4丘:M㰅AR⴬KETINGDIGITALIZATION PAGE 2 P纺AR扦T5蛈:MꛖAR☕KETINGPROFESSIONALS PAGE 36-38 ⪩◇䡘♜ ABOUTUSPAGE 39-40 隀溿羜俍 BACKGROUND 鲹佭䡘♜鳀簘瑭2清㷤䋯免㎁B2B䄬㏜蛈ꛖ隀溿ն 2021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┚㍮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ն 3 隀溿亡嫏┚劫儗 29% 7% 3% 1% 1% ⚀┯眷㑔 ⚀┯鈺嘗(⼥䄄☕丘) 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 16% 23% 21% ◇2022清9僖⪦阞影䷅660♷╙姳⫂㳋綜㲓⬢漶 㛚⚀妩⚀ ㎁⚀ ⪭☽ ䷓䈢儬⪩ ⶖ⚢ 61% >1000☕501-999☕ 101-500☕ <100☕ 40% 24% 8% 6% 6% 5% 4% 3% 3% ⯯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 ⹨阼縖纡耇眷⮷⹨阼縖䢦㏇氳䄬㏜蛈ꛖ㍙꠼☕丘 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 䄬㏜蛈ꛖ留杼䄬㏜媃鵠⚩䲭 ◲⿁篺杼 ⫂㳋蛈ꛖ ⪭☽榾ら蛈ꛖ䄬㏜隀溿 ⪝⪦⪩硍峗鷺蛈ꛖ 45% >20☕11-20☕ 6-10☕ 2-5☕ 1☕仰 37% 19% 20% 18% 7% 1% 4 ⫂㳋哮金 INTRODUCTION 2022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 䤸⪍┚出⭴ B2B蛈ꛖ 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ն 6 7 ⹨阼氳䄬㏜蛈ꛖ☕陁♯舅骱B2B蛈ꛖ瓀樋┚䣮车氳僗䷞爊䈲 9% 2%2% 4% 2% ꪝ䅻僗䷞僗䷞ 39% 俋鵠┘㜁僗䷞⭓╲仰䷞☱㏇䱐碠 42% 仰蛈ꛖ瓀樋┘岳咠 䇗䈲䡗簔⶝ 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 蛈ꛖ것畀飊◇隥䛥⟊㱥 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 2022清㏇免㎁B2B问䙬氳丞⛮蛈ꛖ것畀☕妩䄪 12% >1000┒┒ 21% 800-1000 ┒ 19% 500-800 ┒ 8% 300-500 ┒ 7% 100-300 ┒ 21% 12% <100┘岳咠 ┘岳咠 ⬵㵽50%♔┕ ⬵㵽20%-50% 37% 䧏䇖 ⬵㵽20%♔⫂ 24% 20%-50% 㘍ⱶ 㘍ⱶ20%♔⫂ 9% 㘍ⱶ50%♔┕ 9%5% 2% 6% 8% 丞⛮蛈ꛖ것畀鰏2021清氳⹩⴬ ┚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 篪┕100%篪┕80%篪┕60%篪┕50%篪┕40% 20% 2% 13% 18% 16% ┘岳咠 篪┖40%篪┖50%篪┖60%篪┖80% 篪┖100% 20% 23% 2% 8% 篪┕蛈ꛖ⽰篪┖蛈ꛖ氳䤸⪍ⶭ奃 20% 篪鵄┕塠┚鯸篪燰┖蛈ꛖ顠榫 ㏇2021清僗70%氳⚀┯㵨┉ⶐ♔┕氳蛈ꛖ것畀㳞䣚◇篪┖ ☳丘䩺┕全洇B2B⪝⺚㏇篪┖蛈ꛖ氳菋顠☱仾냖◇篪┕抆縡 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 䄭㷀篪┕指峗鷺蛈ꛖ氳⚀┯⺎耇㍕塝催ⱶ愓孨䷨䪇ն 激催指氳泘⩞扦憠☳⚩簊氳篪┖孨ⲁ鯸燰⮽篪┕鲋⸼⭓清企䄖 蛈┚ꛖ藜峗㲙鷺䧪鴲䦫䡟 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ն 10 睖┲/队ꠢ丘ꄈ ⿁撿♯⡬ ⹨阼氳B2B䄬㏜蛈ꛖ☕氳清䈲簔䷞䧗剝(KPI) ꛖす篪碠丘ꄈ40% 37% 36% ┯簔ꛖꄈ 34% ROI䤸顫蛈㍑ꛖ䥊것曎畀 31% ꛖす篪碠顏ꄈ丞⛮⮵射겜㲙䢓席䙬䈲仰伺漶䧗剝 䄬㏜♷겜 31% 22% 21% 14% 13% 亍出┕⿁䄬䋯䧗⹠剝 11% 㲙䢓孲㜊 /㍑顔曎 6% ⪭☽ 1% 藜㲙氳┼ꥈ┚㍮㗟 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⫞… 姳注⪩氳ꠋ겗䡘䓃╫⮮亇鲹╄弍㲙氳顏ꄈ •顏ꄈ⛦┖氳leads⚢逈ꛖす鼨ꠅ㫃䋶⛙佭蛽㏐건㞝冽┘指ꠋ┉◙饇┯ⱷ꧎ ⶍ┖┉埠藜㲙氳䷞曎ն 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 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 齉佭藜㲙氳鲋爊ն 䢦僗氳䄬㏜珸氳蛈ꛖ孨ⲁ 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 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㏐ ㏥⪝⺚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 院蛈ꛖ峗鷺僗䷞爊䈲1-10⮇ꃾ榫院蛈ꛖ峗鷺氳⚀┯奃❇% 75.5% 50.5% 70.5% 40.0% 蛈ꛖ氳䷞冽䏭㛻爊䈲┕⹧⬀◇蛈ꛖ氳峗鷺ն ⚀┯ꃾ榫5.4全鉵⹖㲙䢓 䇖㏰夷光B2B 熨蛈ꛖ峗鷺 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 51.5%49.5% 21.0% 19.0%20.5% 35.5% 14.5%12.0% 12.0%17.0% 11.5% 27.5% 10.5% 4.29 7.0% 篪┖阷㐎 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 㲇⪝亡⚜䐭⺙⟔ 篪┖饟庌 /溿阥⚢ 䙬K鈷O겅L迠䤹ꮠ/䒍䣆篪┖㷤⚢㨦㑉⛮波/车ⶖ┯⚢(䮣㞝碠氬䫠䈲䇯璡)炙紮蛈ꛖ榾ら䇯峗⼔鷺 鈼䐭겐⟔⺙㲇亡粠珇☫仼㜍兣䐭⟔䇯⼔⿗⿳⿗⿳榾㯹黑♭湳╲SMS湿⟔ ㏇免㎁氳B2B䄬㏜蛈ꛖ☕鷕⮽氳⺁┉光䧪䡟㶩佭孲ꄈ飉全飉顜蛈ꛖ것畀䔅佭┘㛫榫亍氳弍㲙院☳⿵ꄅ全金㐍㱥䘱榫氳藜㲙峗鷺鲸佭䋯䦌亍氳全嶏㶍陒┘⺱氳曻嫏 鲹埠氳氫汷░ꄅ䡘♜鵠鲋阼隅车┯⫂氳⭓⛤┥┯蛈ꛖ☕陒㎂ 㲇亡䇖⺐ ☳免卸杼䎍篞⭴┉㝄鶷鰝ն 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♔岳俏㏐逈鴒馹ն 塝㛚⛼╙㎁⫂僄ꄆ金氳炙◬㨦⛮夷光⿁撿氳械竞䐭⼝⺙걹杼䡗珖䡗╙⺁┉光ꪝ䅻ꄆ金氳鉵憠ꢝ▽僜ⱷ⺙ꄅ