• by Ray Schultz , June 16, 2023

B2B marketing budgets are set for a big increase this year, and there will be a boost in AI usage, according to The B2B Marketing Benchmark, a global study from LinkedIn, conducted by Ipsos.

Marketers foresee these increases: 

• 25+% — 15% 
• Stay the same — 24% 
• Decrease 1-24% — 8% 
• Decrease 25+% — 1%

The respondents plan to spend on these activities:

• Lead Generation — 36%
• Brand Building and Awareness — 30% 
• Demand Generation — 20%
• Account-Based Marketing — 15%

The top marketing techniques will be:

• In-person events — 60%
• Video — 59% 
• Thought Leadership Content — 57%
• Display Ads — 50%
• Digital Events — 49%
• Influencer Marketing — 42% 
• Hybrid Events — 39%
• Online Communities — 37%
• Podcasts — 36% 
• Generative AI — 26% 

Among those who use AI technology, 81% expect a usage increase in the next year.  The top five applications of generative AI technology will include:

• Generate more content in less time — 56%
• Increase efficiency so I can focus on higher-value work — 55%
• Create optimized and engaging content that resonates with target audiences — 51% 
• Build more creative campaigns — 39% 
• Gain competitive advantage — 36%

These goals are largely in line with those cited for the current year. 

Meanwhile, marketers share these sentiments about their ability to drive revenue:

• Optimistic — 50%
• Confident — 36%
• Pessimistic — 2$
• Uncertain — 11% 

Ipsos surveyed 1,954 B2B leaders across North America, Latin America, EMEA and APAC.