Most B2B leaders say their firm is increasing its marketing investment despite the current uncertain economic environment, according to recent research from LinkedIn and Ipsos.

The B2B Marketing Benchmark report was based on data from a survey conducted between March 24 and May 5, 2023, among 1,954 B2B leaders (CMOs, senior marketers, and CFOs) from around the world.

Some 59% of respondents say their firm has increased its marketing budget over the past year and 67% say their firm plans to increase its marketing budget over the next year.

Only 19% of respondents say their firm has decreased its marketing budget over the past year. However, 26% of respondents in the tech sector say their firm has decreased its marketing budget over the past year.

When asked what the largest share of their firm's marketing budget is going towards, some 36% of B2B leaders say lead generation, 30% say brand building and awareness, and 20% say demand generation.