B2B Marketing Budgets in 2025: Spend and Priority Trends
Most B2B professionals expect their firm's marketing budget will either increase or stay the same in 2025, according to recent research.
The COVID-19 pandemic has caused many B2B firms to extend their purchase cycles and require more personalized attention from vendors. According to recent research from Demand Gen Report, 68% of B2B buyers say the length of their purchase cycles has increased, on average, compared with a year ago. Furthermore, 82% of buyers state that decisions are now based more on changing needs and priorities, and 76% expect more personalized service from solution vendors.
The survey also revealed that 47% of respondents have delayed potential purchases due to budget freezes, while 30% have accelerated some purchases due to changing business needs. The report was based on data from a survey conducted among 212 B2B marketing, sales, and IT executives in May and June 2020.
The research indicates that the pandemic has impacted B2B purchase cycles, leading to longer and more personalized processes. It is important for vendors to be understanding and aware of changing needs in order to meet customer expectations.
How the B2B Purchase Process Has Changed in 2020
Don't worry ... it's FREE!
Most B2B professionals expect their firm's marketing budget will either increase or stay the same in 2025, according to recent research.
An impassioned argument that corporate Pride often falls short of meaningful allyship, focusing instead on commerce and misunderstanding the LGBTQ+ community as a monolithic group. Read more.
Learn how a positioning framework can align product and marketing teams, reducing confusion and improving outcomes. Read more.
Which elements in direct mail pieces are most likely to spur people to take action? What types of images in direct mailings do people find most appealing?
Security and governance are the biggest obstacles businesses face when trying to integrate data from various sources, according to recent research.
Which marketing channels and tactics are driving the best results for small businesses in 2024? To find out, researchers conducted a survey among 400 small business owners and small business marketing managers in the United States.