Metric Monday: Brand to Demand Spend

saraboostani

When budgets shrink, brand is the first to go.

Among the ~400 B2B marketers we heard from, those with increased or unchanged marketing budgets in 2025 allocate ~30% of their brand + demand spend to brand.

But when budgets decrease, that share drops to 20%.

It’s a predictable move—but not a strategic one. Cutting brand may seem like the answer in the short term, but it undermines long-term awareness and preference.

And when demand is soft, brand is exactly what you don’t want to lose.

Read more: The Science of B2B - 2025 Marketing Spend Report

@Kerry