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.
B2B Leaders Survey: Marketing Trends for 2023
Don't worry ... it's FREE!
Although people globally are torn over whether brands should weigh in on politics more, most say they have made brand choices to express their own personal politics, according to recent research.
See how European B2B marketers are succeeding by prioritizing authenticity and data privacy best-practices. Discover takeaways for US marketers. Read more.
Learn how integrating purpose into your B2B strategy builds trust, strengthens client partnerships, and drives business growth. Read more now.
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.