Calling 2025 a turbulent year for B2B marketing barely scratches the surface. With inflation, lingering supply chain issues, rising interest rates, and tariff consequences, uncertainty has become the new normal. And when businesses feel uncertain, marketing budgets are often first on the chopping block.
According to Forrester’s Budget Planning Guide 2025, nearly half (47%) of B2B marketing leaders anticipate only minimal growth (1– 4%) in their budgets — a figure that, adjusted for inflation, translates to little or no real gain. Meanwhile, the pressure to prove ROI has never been fiercer.
In short, B2B marketers are expected to do more with less. But it’s not all doom and gloom. Emerging technologies and fresh strategies open doors for those willing to innovate within tighter constraints.
AI Takes Center Stage
Salesforce’s State of Marketing report puts it bluntly: “AI tops marketing’s agenda.”
Seventy-five percent of marketers are either experimenting with or have fully embraced AI, up from 68% in 2022. High performers are 2.5x more likely to have fully integrated AI into their operations compared to underperformers.
AI’s rise is financially driven. According to ON24’s State of AI in B2B Marketing, marketers value AI for efficiency (52%), time savings (50%), improved ROI (48%), and stronger results (44%).
Eighty-five percent of organizations believe businesses using AI will outperform competitors. Currently, 63% of B2B marketers use AI mainly for promotional content, but many are shifting toward long-form content, analytics, and virtual events.
Still, challenges persist. Salesforce reports that only 34% of marketers feel they’ve unlocked AI’s full potential. Concerns around data security (41% of CMOs) and brand voice homogenization are real.
Rather than slowing adoption, these issues are pushing marketers to get better at using AI. Agencies like HiPUBLIC see AI’s limitations as opportunities to deepen skills, humanize outputs, and lead the next evolution.
Balancing Brand and Demand
“When budgets tighten, brand often takes a hit,” says Karen Tran of Forrester — and 2025 is no exception.
With ROI pressure mounting, many B2B marketers are leaning heavily into demand generation. LinkedIn’s B2B Marketing Benchmark reveals that 60% of B2B budgets now focus on new business acquisition, while 40% goes toward retention.
While short-term wins are tempting, smart marketers are protecting brand investments, too. HubSpot’s State of Marketingshows 92% plan to maintain or grow brand awareness budgets this year.
Brand-related roles like Social Media Coordinators, Content Creators, and Creative Directors are among the top CMO hiring priorities.
LinkedIn’s data also shows 67% of marketers boosted brand-building budgets in 2024, and 88% of CMOs support bolder creative campaigns.
The takeaway: While lead generation is vital, brand awareness remains essential for sustainable growth. As Jon Miller puts it, “Only ~5% of buyers are in-market now. The other 95% will be — and brand recognition will decide who wins.”
The Rise of Influencer Marketing
With AI-generated content flooding the market, authenticity matters more than ever, and influencer marketing is surging.
B2B Influencer Marketing Report finds nearly every B2B marketer has or plans to build a dedicated influencer marketing budget. Over half (53%) expect it to grow this year.
Notably, 76% of C-suite executives report increasing investment in influencer marketing.
Integration is the hot trend: nearly half of marketers say blending influencer initiatives with broader strategies will be key in 2025.
Sydney Dusselier of Tiree explains it best: “Companies co-creating content with influencers on platforms like TikTok and Instagram will outpace those relying solely on in-house content.”
Finding the right influencers remains a challenge, so many B2B teams are partnering with specialist agencies. Top reasons cited include time savings (37%), access to expertise (37%), and finding the right match (35%).
Authenticity: The Ultimate Differentiator
In a year marked by upheaval, B2B marketers are adapting wisely. They’re investing in authentic, personalized communication over flashy, short-term tactics.
Those who show they truly understand customer needs — and deliver real value — won’t just survive 2025. They’ll lead the next chapter.
Want to dive deeper into B2B budget trends? Check out our full influencer marketing report. Ready to kickstart your influencer strategy? Our experts are here to help.
