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Here are four stats that reveal the future of B2B marketing. 1. 40.0% of B2B marketers plan to increase brand-building budgets. Marketers are rebalancing their spend to include more upper-funnel activity, according to the report. The short-term hit of performance is still essential, but long-term growth depends on trust, awareness, and differentiation鈥攅specially in increasingly crowded B2B categories.

Micro influencers, those with 10,000 to 99,999 followers, drove the most success in 2024 for a plurality (43%) of worldwide marketers who found positive results with B2B marketing, according to October 2024 data from HubSpot.

Methodology: Data is from the November 2024 Sagefrog Marketing Group "18th Edition 2025 B2B Marketing Mix Report." 373 US B2B marketers were surveyed during June 12-July 12, 2024.

In 2024, generative AI (genAI) will reshape B2B marketing. Marketers and their firms will need to tackle this evolving technology to use it effectively. GenAI will bring to the forefront the importance of brand reputation, data quality, and system integrations鈥攁nd it will foster an uptick in human interactions.

US B2B marketing technology (martech) spending will reach $13.97 billion by 2027. Spending rebounded in 2024, and YoY growth will sustain annual increases in the mid-teens even as other budgets tighten. Martech remains a budget priority despite economic uncertainty. Investment in martech will continue to grow even as marketers face budget constraints.

AI has become a must-have for B2B marketing. Nearly 60% of B2B content marketers plan to prioritize AI-powered automation in 2025. For the first time, AI has joined the list of top investments for content optimization and creation. AI adoption is widespread, but overreliance on common tools and poor integration limit its impact.

B2B marketing leaders have lost their focus on the benefits of email marketing. Email is a key distribution channel, and investments will allow relevant messages with high engagement rates and ROI to be delivered efficiently and effectively.

The BrandLink expansion offers more than just slick video鈥攊t鈥檚 a blueprint for how B2B marketing can evolve in a post-text, post-click world. The ability to align a brand with trusted voices in entrepreneurship, innovation, and leadership is especially powerful in an era when business buyers expect substance.

LinkedIn introduces new marketing tools: Video ads and AI integration enhance B2B engagement and efficiency.

LinkedIn expands AI-powered Accelerate tool globally: The platform introduces new ad formats and event features, enhancing its B2B marketing capabilities.

Podcasts surge in B2B marketing: 36% of B2B marketers plan to use them, citing flexibility and trust-building attributes.

US B2B marketing data spending will grow 2.5% in 2024, up slightly from 2023鈥檚 2.3% growth but still below pandemic growth rates of over 4%, per our forecast.

B2B marketers are increasingly targeting younger, digital-first audiences on social media platforms, we noted in our B2B Digital Ad Spend Forecast 2023 report. While LinkedIn and Meta will account for a combined 42.2% of US B2B digital ad spend in 2024, according to our forecast, TikTok is emerging as a contender for organic and creator-based B2B marketing. Here鈥檚 the case for B2B marketing on TikTok.

Video has emerged as the most effective type of B2B marketing content and is a key component in the marketing distribution mix, ranking a close second to social media content.

Martech spending will be more conservative compared with previous years. Though economic forecasts are improving, B2B firms are still laying off staff and tightening their belts. Firms are reevaluating and consolidating their tech setups to maximize ROI. Many are 鈥渄isinvesting鈥� from technologies that fail to provide the desired outcomes.

Here are five key takeaways on how B2B marketing is evolving, based on a recent report commissioned by Demandbase in partnership with 蘑菇AV. 1. B2B ad budgets are growing, but so is ad waste. B2B marketing budgets have increased, with 64.9% of marketers surveyed reporting higher budgets in 2025. However, this growth is accompanied by significant ad waste.

The B2B buyer is younger, digital-first, and dominates the share of voice online. They鈥檙e demanding, but they鈥檙e also more engaged in the buying process. And they look to social content for education, inspiration, and solutions. As the number of young decision-makers only increases, social media鈥檚 importance in B2B marketing strategies is growing too.

Intuit Mailchimp used AI to create a B2B marketing campaign focusing on the 鈥渃lustomer,鈥� the amorphous and diverse audience brands must reach with ads. The resulting ad performed in the top 5% of Ipsos ads, a success which Intuit Mailchimp CMO Michelle Taite attributed to the team鈥檚 willingness to experiment with AI.

As Google's search changes continue and consumers increasingly turn to alternative platforms, the SEO playbook defined by link building and keyword optimization is losing relevance.