Mob研究院：2022年中国企业级SaaS系列研究报告（数字营销篇）_31页_1mb.pdf
2022 SaaS 2 SaaS SaaS SaaS SaaS SCRM SaaS MobTech SaaS SaaS SaaS 01 1.1 1.2 1.3 1.4 SaaS 02SaaS 2.1 2.2 03SaaS 3.1 SaaS 3.2 3.3 3.4 3.5 3.6 04 SaaS 5 Source Mob 360 6 Source Mob L e a d s/M Q LS Q L/LeadsMQLSQLSUCCESS 7 Source Mob PR.SCRM.CRM.CRM.leads MQL SQL 8 Source Mob AI 1.0 2.0 3.0 4.0 Web1.0 20 90 WorldWide Web Internet Web1.0 1.0 3.0 9 Source Mob CDP 2022 CDP CDP SEO RPA DAP&Ad SSP&Ad AR/VR Trading Desk OTT TV CEM10 Source Mob SaaS.11 SaaS 2010-2021 SaaS To B 500 IT SaaS CRM HR SaaS SaaS 10182231497414522328034445856001002003004005006002010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 CRM HR SaaS CRM SaaS/CDP/.4%4%5%5%6%7%8%11%14%19%22%23%24%24%25%26%28%5%6%6%10%11%14%17%20%22%0%5%10%15%20%25%30%20092010201120122013201420152016201720182019202020212022202320242025 SaaS SaaS Source Mob 12SaaS 2021 2394.4 SaaS 1777.65 0.7 SaaS Source Mob 2021 SaaS-100.0%-50.0%0.0%50.0%100.0%150.0%200.0%0500000100000015000002000000250000030000002021%23,944,208-50.0%0.0%50.0%100.0%150.0%200.0%0500001000001500002000002500002021 SaaS%1,777,865 1906251662608252090126226524070708772.2%51.6%4.0%55.2%0.0%100.0%200.0%300.0%400.0%500.0%600.0%700.0%800.0%900.0%050000010000001500000200000025000003000000350000040000004500000202012 202103 202106 202109 2021122021 SaaS SaaS SaaS 13SaaS Source Mob SaaS CAC CTV ROI SaaS CAC SaaS CAC()SaaS MRR CAC SaaS SaaS IT ROI SaaS ROI SaaS SaaS 15 Inbound VS Outbound SaaS(Inbound Marketing Outbound Marketing Source Mob Outbound Inbound SEO()SEM(EDM,16Inbound+Outbound SaaS Source Mob Inbound+Outbound Attract Convert Close Delight Inbound Outbound 17 Inbound Outbound SaaS SEM/SEO social./AR/VR.ARVR/.AI.ROI Source Mob 18 80%Source Mob 80%5%10%5%45%30%15%10%19 45%360 400 B leads H5/CPC/OCPC/Banner ROI CPC/CPM Source Mob 20 SaaS ROI/H5 APP CDP MA ABM/MQL/SQL ROI Source Mob 21 30%+/leads/APP APP CDPDMP Source Mob 22 API/SalesxDRMA A 60-7940-5980-100B C Source Mob 23 10%H5 400/H5 leads/H5/B Source Mob 24/H5 APP/IP DEMO DEMO demo Source Mob 25 15%/leads/H5APP 1V1 Source Mob 26/live PPT 200+KOL SEO SEM PV/UV/IP H5 APP CDP MA ABM SaaS+Source Mob SaaS MarTech SaaS 28SaaS SaaS,SaaS Source Mob 1234567 SaaS SaaS&+360/inboundmarketingOut&in/outboundmarketing Out/+inboundmarketing PRoutboundmarketing 1.MobTech MobTech MobTech 2.2019-2022.11 3.MobTech 4.MobTech MobTech 31
