Wednesday Wisdom: Behind the Headlines - A Closer Look at B2B Marketing Budgets in 2025

Hi all,

It’s easy to get swept up in headlines that focus on cuts and slowdowns. But when we asked B2B marketers about their own organizations, most painted a different picture—one marked by growth, rising budgets, and a focus on new priorities like AI. We wrote a report about it, and it's available to read now.

Based on just shy of 400 B2B marketers, the report walks through what marketers say about how their companies performed last year, whether their marketing budgets are going up, down, or staying the same this year (spoiler: only 8% said they were getting decreases), how pipeline targets compare, whether AI is getting its own budget line, brand versus demand spend, and much else. Overall, the outlook marketers shared is more optimistic than expected—and worth a read. Happy to debrief here in the comments. The report is linked below, free and un-gated as always.

The Science of B2B: 2025 Marketing Spend Report - Neither Boom Nor Gloom

@Kerry