According to recent research from 93x, most marketers working for B2B technology firms anticipate an increase in their 2022 marketing budget. 64% of respondents expect their budget to increase, 32% expect it to stay the same, and 4% expect it to decrease. 74% of B2B tech marketers plan to increase their spend on brand marketing in 2022, and 63% plan to use more marketing technology.
In 2021, only 34% of B2B tech marketers reported an increased budget. Attribution and tracking ROI is the biggest challenge for 48% of B2B tech marketers going into 2022. The report was based on data from a survey conducted in December 2021 among 91 B2B tech and SaaS marketers from around the world.
These trends in B2B technology marketing show that marketers are optimistic about their 2022 budgets. Increased spending on brand marketing and marketing technology will be important to watch as the year progresses.
... continue reading below
B2B Tech Marketing Budget Trends for 2022
Don't worry ... it's FREE!
Most Americans say they do not think the government should punish companies for political stances, and they also say tech companies should be responsible for removing misleading content, according to recent research.
Discover the top B2B digital advertising trends for 2025, from privacy-first ads to AI's role to adtech. Read more.
See how AI amplifies B2B marketing's four pillars—content, influencer marketing, SEO, and social media—boosting efficiency and impact. Read more.
What do marketing professionals at digital agencies think of the current landscape? How do they feel about the future? Do they expect their firms to add more headcount? What impact do they expect AI to have on the industry?
What are the 2025 trends shaping marketing, communication, writing, our lives? This is Ann Handley's annual list of What's In, What's Out for a new year.
Senior marketers in the United States expect their marketing budgets to bump up moderately over the next 12 months, according to recent research.