Most B2B marketers say they plan to moderately increase their spend on marketing automation in 2025, according to recent research from ActOn and Ascend2.

The report was based on data from a survey of 207 B2B marketing professionals in the United States.

Some 54% of respondents say they expect their firm's marketing automation budget to increase moderately this year, 19% expect it to increase significantly, 16% expect it to stay the same, 8% expect it to decrease moderately, and 1% expect it to decrease significantly.

B2B marketers say their primary goals for improving their marketing automation in the year ahead are improving data quality, identifying their ideal customers, increasing personalization, and decreasing costs.

B2B marketers say the top areas they are using automation in are email marketing, social media management, content management, and paid ads.

About the research: The report was based on data from a survey of 207 B2B marketing professionals in the United States.