B2B Leaders Survey: Marketing Trends for 2023

Most B2B leaders are increasing their marketing budget despite uncertain economic times. 59% of respondents have increased their budget over the past year and 67% plan to increase it in the next year. The largest share of their budget is going to lead generation, brand building, and demand generation.

CMOs are increasingly expected to demonstrate their impact on the bottom line and have a more direct role in driving revenue and growth. The top concerns of B2B leaders are finding and acquiring new customers and incorporating new technologies such as AI. Generative AI is predicted to have the highest increase in usage over the next year.

The research was conducted among 1,954 B2B leaders from March 24 to May 5, 2023.