B2B Customer Advocacy, Marketing, and Lifecycle Trends Revealed
How many B2B Customer Advocacy, Marketing, and Lifecycle practitioners are there? As someone who researches (see the State of B2B Customer Contact Databases Report) and writes about customer marketing & advocacy, I wonder! Are the numbers growing, shrinking, and how many people go to work at new companies every year? Is this interesting...should I update quarterly?? 3,000 in Customer Advocacy
66% in NA
16% in EMEA
16% in APAC
Changed jobs in past 3 months = 2.5% (10% annual*) 6,500 in Customer Marketing
46% in NA
38% in EMEA
16% in APAC
Changed jobs in past 3 months = 2% (8% annual*) 1,100 in Customer Lifecycle Marketing
35% in NA
42% in EMEA
27% in APAC
Changed jobs in past 3 months = 5% (20% annual*) There are a few caveats
- 1.
These are not exact numbers, as that would take much more work.
- 2.
There is an overlap in titles (e.g. someone with a Customer Marketing and Advocacy title is in 2 categories). I estimate there are 10-20% fewer people in each category.
- 3.
I focused on B2B industries, but some B2C slip in as LinkedIn does not categorize by B2B vs B2C. There may be another 10-20% fewer people in each category.
- 4.
Lifecycle marketing is the one to keep an eye on. Over time, I expect some will move from an advocacy to a lifecycle title.
- 5.
Changed jobs was based on the past 90 days and extrapolated to an annual number.
- 6.
Changed jobs does not include those who are open to work or have not updated their LI profile. I would estimate that for each person who has changed jobs, there are 1-2 looking, so a fairer estimate of overall turnover is in the 20-30% turnover range
