The 17th edition of Sagefrog Marketing Group's B2B Marketing Mix Report, with over 2400 responses, reveals key trends for 2024. It shows a preference for combined in-house and outsourced marketing, emphasizing the balance of specialized agency skills with in-house expertise. Brand awareness tops the marketing objectives, marking a shift towards brand building over immediate goals like lead generation. Budgets are more conservative, with a focus on traditional marketing channels and a resurgence in event marketing, indicating a blend of digital and in-person strategies. AI adoption in content creation and productivity is rising, reflecting a trend towards more engaging and efficient marketing methods.

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