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.