A global look at the state of B2B marketing. B2B continues its ascent. B2B is undergoing a renaissance as business models, innovation drivers and buyers evolve dramatically from decades prior. Now some of the most profitable companies across the globe are B2B companies. And while many in the business community cite serious concerns over economic turmoil and rising global uncertainty, B2B leaders are largely optimistic about the fate of their organizations and the role of marketing in helping them grow. The B2B Marketing Benchmark uncovers the trends and practices fueling this optimism: Marketing budgets on the rise worldwide; Excitement among B2B leaders about emerging technologies like Generative AI.

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