The 2025 U.S. Marketing Budgets Research report by 10Fold provides an in-depth analysis of the evolving landscape in B2B marketing, particularly emphasizing the impact of AI and automation. The study reveals a significant transformation in how CMOs allocate their budgets, manage teams, and evaluate ROI. Based on data collected from 125 U.S.-based B2B marketing executives, the findings update the insights from 10Fold’s previous Marketing Spend Strategy reports, offering a comprehensive look at the current trends and future directions in this critical business sector.
Bigger Budgets Don’t Translate to Higher KPIs
Performance-Based Investment Strategy
One of the key findings in the report highlights that while 56% of companies increased their marketing budgets, the increments were modest, typically under 20%. This trend indicates a shift towards a more performance-based investment strategy rather than focusing on blanket growth. Interestingly, despite the increased budgets, only 47% of marketers raised their KPI goals. A significant portion of respondents, around 52%, either kept their expectations flat or even lowered them. This approach suggests that companies are now more focused on utilizing every dollar effectively, leveraging AI and automation to maximize returns rather than simply increasing spending.
AI’s Role in Budget Allocation
The report also underscores the dual role of AI in influencing budget decisions. AI’s implementation has led to mixed outcomes, with 46% of respondents increasing their marketing budgets due to AI-driven opportunities, while 30% reduced their budgets owing to efficiency gains from automation. These contradictory impacts reflect the diverse ways companies utilize AI. For instance, while 42% expanded their internal teams to accommodate AI capabilities, 27% reduced headcount because AI improved operational efficiency. In the context of different industries, enterprise software companies were at the forefront of both hiring and agency investment, showcasing an aggressive approach towards integrating AI. Conversely, the cybersecurity sector displayed a more conservative stance with 50% of its executives acknowledging AI’s influence on their budget decisions.
Sales Tools vs ROI
Investment Priorities and ROI Mismatch
Sales enablement tools have emerged as a top investment priority, particularly among larger companies, with an 84% adoption rate. Despite this widespread investment, only 7% of respondents reported a high ROI from these tools. This discrepancy highlights a critical mismatch between budget allocation and actual business impact. It suggests that while sales tools are perceived as essential to drive revenue, their real-world effectiveness remains questionable. Companies may need to reassess their investment strategies and focus more on tools and tactics that deliver measurable results rather than following perceived industry trends.
Higher ROI through Targeted Tactics
On the other hand, more targeted marketing tactics such as website predictive tools, social influencer programs, and content development are showing significantly higher ROI. Specifically, 20% of respondents cited high ROI from website predictive tools, 17% from social influencer programs, and 16% from content development initiatives. These figures indicate a growing recognition of the value of personalization and influencer strategies in achieving business goals. Marketers are beginning to understand that tailored, data-driven approaches and leveraging influencers can yield better results than broad-brush techniques.
Traditional Strategies Decline, Regional Events Rise
Shift from Traditional to Measurable Strategies
There is a notable shift away from traditional brand awareness strategies. The data reveals that nearly half of the respondents (46%) reported zero spending on analyst programs, and 42% made the same claim about thought leadership initiatives. This trend signifies a move towards more measurable, ROI-driven marketing activities. Many companies are reallocating their budgets toward regional events, automation tools, and organic social efforts. These approaches not only provide clearer metrics to gauge success but also offer more direct engagement with target audiences.
Preference for Regional Events
Regional events are gaining popularity as a preferred marketing strategy, with 58% of respondents increasing their investment in these activities compared to larger, more impersonal trade shows. Smaller, targeted gatherings such as user groups and regional conferences offer businesses a more intimate and interactive setting to connect with potential clients. These events provide opportunities for meaningful networking and tailored presentations, which can lead to more fruitful business relationships. Additionally, automation tools and organic social campaigns are becoming essential components of marketing strategies, reflecting the increasing desire for cost-effective and high-impact tactics.
Additional Trends
Dominance of LinkedIn and Smaller Companies’ Risks
LinkedIn remains the predominant platform for B2B marketing, favored by 83% of the respondents, while a mere 17% prefer X (formerly Twitter). This preference underscores LinkedIn’s effectiveness in reaching professional audiences and facilitating business-related interactions. Furthermore, smaller companies, particularly those with revenues under $10 million, are showing a propensity for increased marketing expenditures. Approximately 59% of such businesses reported enhancing their budget allocations, indicating a willingness to take bigger risks in pursuit of growth. This trend suggests that smaller enterprises are becoming more aggressive in their marketing approaches, harnessing innovative tools and strategies to compete with larger players.
Rise in Targeted Events over Large-Scale Trade Shows
The 2025 U.S. Marketing Budgets Research report by 10Fold provides a detailed analysis of the changing dynamics in B2B marketing, with a particular focus on the influence of AI and automation. This comprehensive study highlights the significant changes in how Chief Marketing Officers (CMOs) manage their budgets, lead their teams, and measure return on investment (ROI). The report is based on data collected from 125 B2B marketing executives across the U.S., offering updated insights from 10Fold’s previous Marketing Spend Strategy reports. This latest research presents an in-depth look at current trends and future directions within this essential business sector. It emphasizes how technological advancements drive efficiency and effectiveness in marketing strategies, allowing CMOs to allocate resources more judiciously and optimize results. This report sheds light on the evolving practices and priorities in B2B marketing, providing valuable foresight for businesses looking to stay competitive in an increasingly automated landscape.