2025 B2B Marketing Benchmark Report
2025 B2B Marketing Benchmark Report
The 2025 B2B Marketing Benchmark Report from EndeavorB2B captures a snapshot of an industry in motion, where budgets are rising, AI adoption is accelerating, and marketers are redefining what effectiveness means. Nearly 60% of marketers expect budget increases, with the largest investments planned in video, content development, and lead generation. While half of respondents now use AI for content creation, many still struggle to balance automation with human creativity — a defining challenge for the year ahead.
Lead generation remains the top priority, with in-person events and webinars emerging as the most effective tactics. However, marketers are prioritizing lead quality over volume, aligning closely with sales to improve conversion efficiency.
Research, content, and event marketing all point toward the same truth: The most successful B2B teams are integrating data, creativity, and human insight to drive growth. This year’s benchmark offers a clear directive — invest in what connects, measure what matters, and balance technology with authenticity.
The key highlights from this report include:
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Budgets on the rise: Nearly 60% of marketers plan to increase spending in 2025, focusing on video, content development, and lead generation
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AI meets creativity: Half of B2B marketers now use AI for content creation, but balancing automation with authentic human storytelling remains a key challenge
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Quality leads win: Marketers are shifting toward high-value, sales-ready leads, with in-person events and webinars ranking as the most effective tactics
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Data-driven growth: Top performers are leveraging customer research, analytics, and cross-team collaboration to align strategy, improve ROI, and strengthen brand impact