The 2024 B2B Marketing Benchmark Report reveals that 88% of marketers expect stable or increased budgets, prioritizing brand awareness, lead generation, and demand gen. AI use is growing, with 50% using it for content, though data quality and human creativity remain concerns. Top investments include content marketing, video, and SEO. In-person events generate 47% of leads, but ROI tracking remains difficult. Challenges persist in budgeting, content volume, and measuring success. Video content and events remain high-value channels, while lead quality and targeting are core objectives.

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