As we move into 2025, the landscape of B2B marketing is experiencing significant shifts. Marketers are finding themselves with increased budgets paired with more realistic expectations. Despite ongoing economic uncertainty, a notable 65% of B2B marketers saw budget increases in 2024 and are anticipating further growth in 2025. Interestingly, these increased budgets are not accompanied by heightened KPI demands, with 51% of marketers reporting less ambitious KPI expectations. These insights come from the annual research report “The Marketing Spend Strategy: How Marketing Executives are Funding the Future to Hit KPIs,” released by 10Fold, a B2B communications and content agency.
Shifting Expectations and Budget Increases
The 2024 phenomenon marks a significant departure from 2023, where budget increases were synonymous with more aggressive KPIs. Susan Thomas, the CEO of 10Fold, attributes this change to initial optimism about economic recovery in 2024. However, as the anticipated recovery did not materialize, leaders took a pragmatic approach, investing in new systems and technologies that enhance efficiency, such as AI and automation. This shift fostered a realistic understanding within the C-suite—that even with increased investment, marketing might not yield proportionately higher results.
One of the key themes identified in the report is the significant role of AI and automation in fueling budget increases. Over half (53%) of marketers who received additional funds attributed it to investments in these technologies. Remarkably, 71% of respondents who implemented AI strategies saw moderate to significant budget rises. Thomas points out the snowball effect AI-driven campaigns have—better results lead to more funding, which in turn generates even better campaigns. This cyclical relationship highlights how AI and automation’s ability to optimize and refine marketing efforts justifies continual investment as results consistently meet or exceed expectations.
AI helps marketers work smarter by fine-tuning campaigns, analyzing data more effectively, and automating routine tasks, thus boosting performance and providing a compelling case for further investment to CFOs. Despite widespread layoffs in the tech sector, the report also highlights a counterintuitive trend: the expansion of marketing teams. Internal marketing staff increased by 54%, and budgets for contractors and agencies expanded by 61%. This increase in human resources coupled with advanced technological tools is indicative of the sector’s need for flexibility and specific expertise to keep up with rapid technological advancements and market demands.
The Role of AI and Automation
The role of AI and automation in B2B marketing cannot be overstated. By fine-tuning campaigns, analyzing data more effectively, and automating routine tasks, AI helps marketers work smarter, not harder. This boosts performance and provides a compelling case for further investment to CFOs. Interestingly, despite widespread layoffs in the tech sector, the report highlights a counterintuitive trend: the expansion of marketing teams. Internal marketing staff increased by 54%, and budgets for contractors and agencies expanded by 61%. This trend indicates businesses are leveraging the flexibility and specialized skills offered by contractors and agencies to adapt quickly to evolving marketing needs without the long-term commitment associated with full-time employees.
Susan Thomas suggests that the flexibility of contractors and agencies makes them an attractive option for companies looking to swiftly adapt to specific marketing needs. This likely reflects a focus on roles that can produce quick results, such as digital marketers, data analysts, and campaign managers—skills critical to leveraging AI and automation. By investing in these roles, companies can ensure they have the expertise necessary to fully harness the power of AI and automation, driving further efficiency and effectiveness in their marketing efforts. The trend towards expanding teams with specialized expertise demonstrates the industry’s recognition of the value in blending human creativity and strategic insight with cutting-edge technology.
Spending Priorities and Trust-Building Channels
In terms of spending priorities, there is a noticeable shift towards channels that build trust. For lead generation, top spending areas include marketing tools (33%), websites (30%), and digital ads in national publications (20%). Social media has also gained importance, with X (formerly Twitter) being the preferred platform for 57% of marketers, followed by LinkedIn at 41%. Thomas highlights that X continues to be a vital channel due to its broad reach, enabling businesses to engage in real-time conversations with a diverse audience, including media, influencers, and industry leaders.
Social influencers have also become more influential, surpassing traditional marketing tactics on X. This shift indicates a recognition of the power of influencers to amplify messages, foster authentic engagement, and connect with target audiences. As the marketing landscape evolves, leveraging influencers’ established trust and credibility becomes integral in crafting campaigns that resonate with audiences on a deeper level. This transformation underlines the strategic importance of incorporating authentic voices and trusted recommendations into marketing initiatives to enhance engagement and drive conversions.
Additionally, social media’s role in trust-building extends beyond influencer marketing. Platforms like X and LinkedIn offer businesses the opportunity to participate in ongoing conversations, respond to customer inquiries, and engage with their audience in a more personal and direct manner. This level of interaction helps build a stronger relationship between brands and consumers, fostering loyalty and long-term engagement. As we move towards 2025, the trend of prioritizing trust-building channels is set to continue, reflecting a broader push towards more authentic and meaningful marketing strategies.
Anticipated Changes for 2025
As we approach 2025, B2B marketing is undergoing major transformations. Marketers now find themselves with larger budgets and more pragmatic expectations. Despite persistent economic uncertainty, an impressive 65% of B2B marketers experienced budget increases in 2024 and are anticipating further financial growth in 2025. Notably, these budget boosts are not resulting in higher KPI demands; in fact, 51% of marketers are facing less ambitious KPI expectations. This information is drawn from the annual research report titled “The Marketing Spend Strategy: How Marketing Executives are Funding the Future to Hit KPIs,” published by 10Fold, a B2B communications and content agency. This report underscores a shift toward smarter spending and more efficient use of resources, reflecting a more data-informed approach within the industry. Companies are increasingly focusing on strategic investments that offer measurable outcomes without unnecessarily stretching performance goals. This trend suggests a balanced approach in B2B marketing strategies, prioritizing sustainable growth and adaptability in a constantly evolving market.
