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How many B2B Customer Advocacy, Marketing, and Lifecycle practitioners are there?
As someone who researches (see the ) 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
This is very interesting to me - thank you for doing this. Something that may throw off the data is the agreed upon definition of each job function so it's clear - apologies if you already do this. Some folks think customer marketing = advocacy and vice versa and some refer to lifecycle marketing as advocacy lifecycle. And then there's DG which also uses lifecycle to describe their prospecting programs.
@Kevin Lau - Yes. Title definitions are tricky. For example, if someone had a customer marketing and advocacy title, which bucket would they be in? Customer lifecycle marketing is the hardest as most are DG pre with a little post sales, and some are just post-sales.
I will be taking another pass at the data pretty soon, and have some ideas as to where to take this research, as I know who all these people are.
What would you or anybody else reading this find to be of value?
Have you used AI to help you look at the data? I'm curious if you've found it helpful.
This is very interesting. Thank you @Irwin Hipsman. In addition to the comments above, I think understanding level % variance would be very interesting. (VP, Director, etc.)
I'd be curious of the KPI's that the roles are being held to if that's data that can be obtained. Also, where are these folks sitting in organizations? Some are in Demand, some are in product, some are in comms -- so that's also muddying the water, right?