Metric Monday: 2 New Reports, New Numbers on AI and Marketing Budgets

saraboostani

Hi all,

Today’s Metric Monday comes with a bonus — we’ve just released two new reports on how B2B marketing is being funded in 2025.

We asked just shy of 400 B2B marketers in the final months of 2024 how their organizations are budgeting — from spend across marketing functions to AI investment, shifting pipeline goals, and what percent of revenue is going to marketing. The first report covers it all. The second takes a closer look at AI specifically: how it’s being funded, adopted, and used.

Here’s what I’ll share from that research for today’s Metric Monday:
In 2025, just over half (52%) of B2B marketing orgs say they’ve set aside budget for AI. Among those, it’s about equally likely that the funding is net new or reallocated from another area of marketing.

We'll unpack more from this research on future #MetricMondays — but feel free to check out the full reports below:

• The Science of B2B: 2025 Marketing Spend Report - Neither Boom Nor Gloom
• The 2025 Science of B2B Report on Marketer Attitudes and Investment in AI

@Kerry

Kerry

and there's a lot to unpack!