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Daily effectiveness insights, curated by WARC’s editors.

19% of B2B marketing budgets go to advertising
16 September 2021
19% of B2B marketing budgets go to advertising
Account based marketing Marketing to B2B audiences Marketing budgets

Advertising is the largest segment of B2B marketing budgets, taking a 19% share, according to a survey of marketers worldwide by Salesforce.

Why it matters

Salesforce also finds that 47% of B2B marketers have 'completely changed' their marketing channel mix as a result of the pandemic, with WARC research highlighting growing B2B opportunities in new channels like video and audio. Account-based marketing is also evolving to encompass broader reach and greater personalisation.

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