B2B Budgets Check Out: They Are Flat Or Lower For Over Half Of Firms

B2B marketing budgets are somewhat stagnant this year. And so are expectations, judging by the State of Marketing Budgets, a study released Wednesday by Integrate and Demand Metric. 

Only 12% of firms report that their marketing budgets are significantly higher, while 31% say they are slightly more robust and 33% that they are lower. They are flat for 25%, meaning that over half are flat or lower. 

Moreover, 21% have been hit by mid-year marketing cuts. 

The areas most affected by cuts or freezes are:



—Content creation/strategy—34%

—Customer marketing—34%

—Demand Generation—22% 


—Field or event marketing—28%

—Marketing operations/technology—23%

—Product marketing—21% 



—Sales enablement—10% 

Email budgets fall into the demand generation bucket. 

That flatness apparently will continue into 2023. Marketing budgets will be: 

—Slightly higher—33%

—Significantly higher—9%

—Significantly lower—7% 

—Slightly lower—18% 

—Same as 2022—33% 

What forces are driving these budget changes? Marketers are worried about: 

—Longer impact of COVID pandemic—33%


—Economic recession—32%

—World geopolitical instability—29%

—Supply-chain disruptions—28%

—Rising interest rates—24%

—Competitive forces—24%

—Changing opportunity—20%

—The ‘Great Resignation’—14%

Still, marketing performance expectations remain high. Of those polled, 50% are tasked with achieving more than they did in 2021. Technology marketing teams have the most pressure on them. 

Yet two-thirds of marketers have the same or fewer resources compared to what they had in 2021. 

To the extent possible, marketing teams are investing in the following areas:

  • ABM—17% 
  • Communications—28%
  • Content creation/strategy—42% 
  • Customer marketing—37%
  • Demand generation—28%
  • Digital—37% 
  • Field or event marketing—27% 
  • Marketing operations/technology—29%
  • Product marketing—26%
  • Sales enablement—14%

Are they happy with their marketing results? Not everyone:

  • Satisfied—37% 
  • Very satisfied—11%
  • Very dissatisfied—6%
  • Dissatisfied—12% 
  • Neutral—34% 

Meanwhile, 48% feel their martech stacks are serving them very well, 12% very much so. But 19% claim they are doing poorly, and 33% are neutral. 

This may be because of tech stack redundancies. Marketers say they have them: 

  • To some extent—41% 
  • To a very great extent—11% 
  • To a great extent—27%
  • To a little extent—16%
  • To no extent—5% 

But 53% say their martech stacks will stay the same size in 2023, 22% that they will be smaller and 25% that they will grow. 

Looking forward, B2B marketers expect the following for their 2023 staffing levels:

  • They will be slightly higher—35% 
  • They will be the same as in 2022—38%
  • They will be significantly higher—8%
  • They will be significantly lower—7% 
  • They will be slightly lower—12%








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