Most B2B professionals expect their firm's marketing budget will either increase or stay the same in 2025, according to recent research from Sagefrog.

The report was based on data from a survey conducted in 2024 among professionals across a wide range of B2B industries, including technology, healthcare, industrial, and business services.

Some 41% of respondents expect that their firm's marketing budget will increase next year, 25% expect it will stay the same, and 32% expect it will decrease.

Most (54%) respondents say martech will be one of their top areas of marketing spend in 2025.

Respondents say their top marketing priorities in 2025 will be artificial intelligence, account-based marketing, CRM, and in-person events.

Respondents expect in-person events and online events to be their top sources of leads in 2025.

About the research: The report was based on data from a survey conducted in 2024 among professionals across a wide range of B2B industries, including technology, healthcare, industrial, and business services.