Most B2B marketers do not expect their marketing budget to decrease in 2024, according to recent research from Sagefrog.

The report was based on data from a survey of 2,400 marketers who work for firms in a wide range of B2B industries.

Some 48% of respondents say they expect their marketing budget to increase in 2024, 25% expect it to stay the same, and only 27% expect it to decrease.

B2B marketers expect their top areas of spend in 2024 will be on in-person tradeshows/events, direct marketing, content marketing, and directories/sponsorships.

B2B marketers say their top priorities in 2024 are to improve measurement and launch new products/services.

Some 25% of respondents say they are very optimistic about the outlook for AI in B2B marketing, and 33% say they are somewhat optimistic.

About the research: The report was based on data from a survey of 2,400 marketers who work for firms in a wide range of B2B industries.