The median share of annual revenue B2B enterprise firms spend on marketing is 3.7%, according to a survey of 98 senior marketers from EMEA and the US.
56% of marketing budgets go to personnel, 24% to non-personnel/programs, and 20% to technology, on average.
Respondents expect their marketing budget to increase by a median rate of 5%-10% in the next year, with the top areas of investment being AI-driven campaigns, personalization, and intelligent automation.
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B2B Enterprise Marketing Budget Trends for 2025
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