Most marketers expect business to be better in 2024 than in 2023, according to WARC's survey of 1,400+ marketers. 61% expect business to improve, and 41% expect their budgets to increase, with YouTube and TikTok as the top channels for increased spend.
54% of marketers say brand metrics have the greatest impact on their marketing strategy. Additionally, 39% say measurement is one of their top concerns for 2024.
The Voice of the Marketer 2024 report was based on WARC's annual survey.
... continue reading below
Marketers' Business and Budget Expectations for 2024
Don't worry ... it's FREE!
Paid media keeps getting pricier and cold outreach keeps getting ignored, but partner-sourced pipeline can outperform both when it's tracked, incentive-aligned, and structured well to match the deal. Read more.
Premium print helps high-consideration brands build trust, simplify complex decisions, and give customers lasting resources that reinforce confidence throughout the buying journey. Read more
Effective B2B thought leadership builds trust through useful insights, credible research, compelling narratives, and authenticity. Learn how to create a strategy that generates lasting business opportunities. Read more
B2B software buyers say free trials and product demos are the resources that have the most influence on their buying decisions, according to recent research.
Most B2B personalization stops at audience segments. Learn how unified customer intelligence, omnichannel coordination, and strategy-driven execution create experiences that are more relevant, consistent, and effective. Read more.
Some 63% of B2B marketers say their organization's marketing budget has increased in 2026 compared with 2025, according to recent research.