Professional networking site LinkedIn’s business-to-business (B2B) marketing event took over Alpha Dining in Sydney last Wednesday.
Over 180 marketers and agency folk witnessed thought-provoking sessions and insightful discussions.
Global leaders from across LinkedIn spoke at the event, including Aneesh Raman, chief economic opportunity officer, and Karin Kimbrough, LinkedIn’s chief economist, alongside local speakers including Matt Tindale, country manager ANZ, and Andrea Rule, head of enterprise solutions Group ANZ, among others.
LinkedIn’s new ‘B2B ROI Impact’ research, which surveyed over 1,000 B2B marketers worldwide, was revealed at the event showing that marketers face continued pressure to find new ways to prove the impact of their work on company revenue.
78% of B2B CMOs globally say that proving campaign return-on-investment (ROI) has become more important in the past two years.
The pressure for B2B marketers is intensifying as nearly half (46%) of them globally have to justify marketing spend to C-suite executives on a monthly basis.
With the length of B2B buying cycles getting longer, the majority (87%) of B2B marketers say it’s getting harder to measure long-term impact of a campaign.
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