19% of B2B marketing budgets go to advertising | WARC | The Feed

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.