B2B Marketing Statistics 2026: Budgets, Content, Buyers and AI
59% of B2B marketers rated their marketing at least somewhat effective in 2025, and only 12% said they beat their goals, according to the Content Marketing Institute. US B2B product companies spent 7.0% of revenues on marketing in 2026, and B2B services companies 10.1% (The CMO Survey). Buyers do most of their research alone. On 6sense data, buyers spent about 6.2 months researching before they contacted a seller in 2025, calculated by StatisticsGlobal.
Key statistics
- 59% of B2B marketers rated their content and marketing efforts at least somewhat effective in 2025, according to the Content Marketing Institute.
- B2B product companies spent 7.0% of revenues on marketing in 2026, according to The CMO Survey.
- B2B buyers spent about 6.2 months researching before contacting a seller in 2025, calculated by StatisticsGlobal from 6sense data.
- 95% of B2B marketers said their organisation used AI-powered applications in 2025, according to the Content Marketing Institute.
- A typical B2B buying decision involved 22 people in 2025, calculated by StatisticsGlobal from Forrester data.
B2B marketing budget statistics
US B2B companies spend 7% to 10% of revenue on marketing. Overall budgets barely grew in the year to January 2026, but digital spending kept rising.
B2B services firms put more of their revenue into marketing than B2B product firms. The CMO Survey puts the figures at 10.1% and 7.0% of revenues in 2026, a gap of 3.1 points. Both sit below the 9.0% average across all US sectors, which consumer product firms pull up.
Overall marketing budgets were flat. B2B product companies cut total marketing spending by 0.2% in the year to January 2026, and B2B services firms added 2.8%. Digital spending grew 4.3 points faster than the total in both groups. Money is moving from traditional advertising into digital channels, and both groups expect traditional advertising budgets to shrink again.
Plans for the next year look stronger than the past year. B2B product firms expect digital budgets to grow 9.4%, about 2.3 times the 4.1% they achieved. These are plans, not results.
Gartner's 2026 CMO Spend Survey puts marketing budgets at 7.8% of company revenue, up from 7.7% in 2025. That is 0.8 points above The CMO Survey's B2B product figure. Gartner's sample is mostly companies with more than $1 billion in revenue across North America and Europe, and it does not split B2B from B2C. 56% of those CMOs said they lacked the budget for their 2026 strategy.
Source: The CMO Survey, 2026.
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B2B product companies spent 7.0% of revenues on marketing in 2026, according to The CMO Survey.
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B2B services companies spent 10.1% of revenues on marketing in 2026, according to The CMO Survey.
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US B2B services companies spent 3.1 points more of revenue on marketing than B2B product companies in 2026, calculated by StatisticsGlobal from The CMO Survey data.
How we calculated it: Marketing as % of revenue: B2B services 10.1% - B2B product 7.0% = 3.1 percentage points.
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Marketing took 7.0% of the overall company budget at US B2B product companies in 2026, according to The CMO Survey.
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Marketing took 9.2% of the overall company budget at US B2B services companies in 2026, according to The CMO Survey.
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US companies spent 9.0% of revenues on marketing across all sectors in 2026, according to The CMO Survey.
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Overall marketing spending at US B2B product companies fell 0.2% in the 12 months to January 2026, according to The CMO Survey.
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Overall marketing spending at US B2B services companies rose 2.8% in the 12 months to January 2026, according to The CMO Survey.
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Digital marketing spending at US B2B product companies rose 4.1% in the 12 months to January 2026, according to The CMO Survey.
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Digital marketing spending at US B2B services companies rose 7.1% in the 12 months to January 2026, according to The CMO Survey.
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Digital marketing spending grew 4.3 points faster than overall marketing spending at both US B2B product and B2B services companies in 2026, calculated by StatisticsGlobal from The CMO Survey data.
How we calculated it: B2B product: 4.1% digital - (-0.2%) overall = 4.3 points. B2B services: 7.1% digital - 2.8% overall = 4.3 points.
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Overall marketing spending at US companies rose 1.7% in the 12 months to January 2026, the lowest growth since 2021, according to The CMO Survey.
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US B2B product companies expected digital marketing budgets to grow 9.4% in the 12 months after January 2026, according to The CMO Survey.
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US B2B services companies expected digital marketing budgets to grow 8.8% in the 12 months after January 2026, according to The CMO Survey.
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US B2B product companies expected digital budget growth 2.3 times their past-year digital growth in 2026, calculated by StatisticsGlobal from The CMO Survey data.
How we calculated it: Expected digital budget change next 12 months 9.4% / digital spending change prior 12 months 4.1% = 2.29.
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US B2B services companies expected brand building budgets to grow 8.3% in the 12 months after January 2026, according to The CMO Survey.
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US B2B product companies expected traditional advertising budgets to fall 0.3% in the 12 months after January 2026, according to The CMO Survey.
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US B2B services companies expected traditional advertising budgets to fall 2.2% in the 12 months after January 2026, according to The CMO Survey.
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Marketing team size at US B2B product companies changed by 0.0% in the year to January 2026, according to The CMO Survey.
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Marketing teams at US B2B services companies grew 3.9% in size in the year to January 2026, according to The CMO Survey.
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62% of marketing leaders at US B2B product companies felt rising CEO pressure to prove marketing value in 2026, according to The CMO Survey.
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Marketing budgets averaged 7.8% of company revenue in 2026, up from 7.7% in 2025, according to Gartner.
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Gartner's 7.8% marketing budget figure for 2026 was 0.8 points above The CMO Survey's 7.0% for US B2B product companies, calculated by StatisticsGlobal.
How we calculated it: Gartner 2026 CMO Spend Survey: 7.8% of company revenue. The CMO Survey 2026, B2B product: 7.0% of revenues. 7.8 - 7.0 = 0.8 points. Samples differ.
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56% of CMOs said their marketing team lacked the budget to deliver its 2026 strategy, according to Gartner.
| Measure | B2B product | B2B services | All companies |
|---|---|---|---|
| Marketing as % of revenues | 7.0% | 10.1% | 9.0% |
| Marketing as % of overall company budget | 7.0% | 9.2% | 9.6% |
| Change in overall marketing spending, prior 12 months | -0.2% | 2.8% | 1.7% |
| Change in digital marketing spending, prior 12 months | 4.1% | 7.1% | 8.2% |
| Expected change in digital marketing budget, next 12 months | 9.4% | 8.8% | 10.4% |
| Expected change in traditional advertising budget, next 12 months | -0.3% | -2.2% | -1.5% |
| Change in marketing team size, past year | 0.0% | 3.9% | 2.5% |
B2B content marketing statistics
Almost every B2B marketer has a content strategy. Fewer than 1 in 8 say their marketing beat its goals.
97% of B2B marketers told the Content Marketing Institute they had a content strategy in 2025. Yet only 59% rated their efforts at least somewhat effective, and just 12% said they exceeded their goals. That leaves 41% who did not rate their marketing even somewhat effective.
The challenges point at the bottom of the funnel. 40% struggle to create content that prompts action, such as a conversion. 39% cite a lack of time, people or budget, and 33% find it hard to measure what content achieves.
Spending plans favour tools over people. 45% put AI-powered marketing tools in their top three areas for more investment in 2026, against 9% for salaries, training and development. That is 5 times as many. Events still matter too. 78% already fund experiential marketing, and 33% plan to spend more on it.
Source: Content Marketing Institute. "Not even somewhat effective" is 100% minus the 59% who rated their efforts at least somewhat effective, calculated by StatisticsGlobal.
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59% of B2B marketers rated their content and marketing efforts at least somewhat effective in 2025, according to the Content Marketing Institute.
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12% of B2B marketers said their marketing was highly effective and exceeded goals in 2025, according to the Content Marketing Institute.
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41% of B2B marketers did not rate their marketing even somewhat effective in 2025, calculated by StatisticsGlobal from Content Marketing Institute data.
How we calculated it: 100% - 59% rating efforts at least somewhat effective = 41%.
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97% of B2B marketers said they had a content strategy in 2025, according to the Content Marketing Institute.
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96% of B2B marketers said their organisation created thought leadership content in 2025, according to the Content Marketing Institute.
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40% of B2B marketers named creating content that prompts action, such as conversion, as a top challenge in 2025, according to the Content Marketing Institute.
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39% of B2B marketers named resource constraints as a top content challenge in 2025, according to the Content Marketing Institute.
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33% of B2B marketers named measuring content effectiveness as a top challenge in 2025, according to the Content Marketing Institute.
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89% of B2B marketers said their organisation personalised content in 2025, according to the Content Marketing Institute.
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78% of B2B marketers reported allocating budget to experiential marketing in 2025, according to the Content Marketing Institute.
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45% of B2B marketers surveyed in 2025 named AI-powered marketing tools among their top three areas for more investment in 2026, according to the Content Marketing Institute.
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33% of B2B marketers surveyed in 2025 named events and experiential marketing among their top three areas for more investment in 2026, according to the Content Marketing Institute.
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32% of B2B marketers surveyed in 2025 named owned media among their top three areas for more investment in 2026, according to the Content Marketing Institute.
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9% of B2B marketers surveyed in 2025 named salaries, training and development among their top three areas for more investment in 2026, according to the Content Marketing Institute.
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B2B marketers surveyed in 2025 were 5 times as likely to prioritise AI tools as their people for 2026 investment, calculated by StatisticsGlobal from Content Marketing Institute data.
How we calculated it: 45% naming AI-powered marketing tools / 9% naming human resources (salaries, training, development) = 5.0.
| Investment area | Share of B2B marketers |
|---|---|
| AI-powered marketing tools | 45% |
| Events and experiential marketing | 33% |
| Owned media (content, website, blog, email) | 32% |
| Human resources (salaries, training, development) | 9% |
B2B buyer journey statistics for marketers
B2B buyers do most of their research before they speak to a seller. Marketing is often the only contact a vendor has during that time.
6sense found that buyers first contacted sellers 61% of the way through their journey in 2025, down from 69%. Applied to the 10.1-month average cycle, that is about 6.2 months of research before a seller is involved. During that time, content, search, events and peers do the selling.
Shortlists form early. Buyers chose a vendor already on their Day One shortlist 95% of the time, up 10 points. The first vendor buyers spoke with won 57% of the time. For marketers, the job is to be known before the buyer starts, not to be found halfway through.
Buying groups are large. Forrester counts 13 internal stakeholders and nine external influencers in a typical decision, 22 people in all. Procurement decides in 53% of cycles, and more than 60% of buyers use a trial. For how this plays out on the sales side, see our sales statistics.
Buyers would rather not talk to a rep at all. Gartner found 67% preferred a rep-free experience. Yet 6sense data shows buyers still start 79% of seller conversations themselves, so the contact happens on their terms.
Calculated by StatisticsGlobal from 6sense data: 61% x 10.1 months = 6.2 months before contact; 10.1 - 6.2 = 3.9 months after.
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B2B buyers first contacted sellers 61% of the way through their buying journey in 2025, down from 69%, according to 6sense.
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B2B buyers contacted sellers 8 points earlier in their journey in 2025 than in prior years, calculated by StatisticsGlobal from 6sense data.
How we calculated it: Point of first contact moved from 69% of the journey to 61%: 69 - 61 = 8 percentage points.
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B2B buying cycles averaged 10.1 months in 2025, down from 11.3 months in 2024, according to 6sense.
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Average B2B buying cycles were 1.2 months, or 10.6%, shorter in 2025 than in 2024, calculated by StatisticsGlobal from 6sense data.
How we calculated it: 11.3 months (2024) - 10.1 months (2025) = 1.2 months; 1.2 / 11.3 = 10.6%.
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B2B buyers spent about 6.2 months researching before contacting a seller in 2025, calculated by StatisticsGlobal from 6sense data.
How we calculated it: Point of first contact at 61% of the journey x average cycle of 10.1 months = 6.16 months, rounded to 6.2.
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B2B buyers chose a vendor from their Day One shortlist 95% of the time in 2025, up from 85%, according to 6sense.
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The Day One shortlist win rate rose 10 points to 95% in 2025, calculated by StatisticsGlobal from 6sense data.
How we calculated it: Winner on Day One shortlist: 95% in 2025 - 85% in the prior study = 10 percentage points.
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B2B buyers evaluated an average of 5.1 vendors per purchase in 2025, according to 6sense.
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B2B buyers initiated 79% of engagements with sellers in 2025, compared with 82% in prior years, according to 6sense.
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The first vendor B2B buyers spoke with won the deal 57% of the time in 2025, according to 6sense.
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A typical B2B buying decision involved 13 internal stakeholders in 2025, according to Forrester.
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A typical B2B buying decision involved nine external influencers in 2025, according to Forrester.
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A typical B2B buying decision involved 22 people in 2025, calculated by StatisticsGlobal from Forrester data.
How we calculated it: 13 internal stakeholders + 9 external influencers = 22 people.
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Procurement staff were decision-makers in 53% of business buying cycles in 2025, according to Forrester.
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More than 60% of business buyers used a product trial in 2025, according to Forrester.
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67% of B2B buyers preferred a rep-free buying experience in 2025, according to Gartner.
| Measure | Latest | Previous | Source |
|---|---|---|---|
| Point of first seller contact, share of journey | 61% (2025) | 69% | 6sense |
| Average buying cycle | 10.1 months (2025) | 11.3 months (2024) | 6sense |
| Winner on Day One shortlist | 95% (2025) | 85% | 6sense |
| Engagements started by the buyer | 79% (2025) | 82% | 6sense |
| People in a typical buying decision | 22 (13 internal, 9 external) | Not reported | Forrester |
| Buyers preferring a rep-free experience | 67% (2025) | Not used here | Gartner |
AI in B2B marketing statistics
AI use is near universal among B2B marketers. Deep use, such as AI agents, is still rare.
95% of B2B marketers told the Content Marketing Institute their organisation used AI applications in 2025, mostly for writing. Only 3% said AI agents were core to their strategy. That is about 1 in 32 of the marketers using AI.
The CMO Survey measures depth differently, as the share of marketing activities that use AI. Across US companies, AI was used in 24.2% of activities in 2026, up 85% from 13.1% in 2024. B2B services firms led all sectors on generative AI, at 27.4% of activities. 41.5% of companies already use AI for generative engine optimisation.
Buyers are moving faster than marketers. 94% of buyers in the 6sense study used large language models while buying, and 45% of buyers in Gartner's survey used AI in a recent purchase. The two numbers differ because the questions differ. For a wider view, see our AI marketing statistics.
Source: Content Marketing Institute, B2B Content and Marketing Trends: Insights for 2026.
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95% of B2B marketers said their organisation used AI-powered applications in 2025, according to the Content Marketing Institute.
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89% of B2B marketers used AI tools to generate or optimise written content in 2025, according to the Content Marketing Institute.
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28% of B2B marketers said they experimented with AI agents in 2025, according to the Content Marketing Institute.
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3% of B2B marketers said AI agents were core to their strategy in 2025, according to the Content Marketing Institute.
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Only 1 in 32 B2B marketers using AI applications said AI agents were core to their strategy in 2025, calculated by StatisticsGlobal from Content Marketing Institute data.
How we calculated it: 95% using AI applications / 3% saying agents are core = 31.7, so about 1 in 32.
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US B2B services companies used generative AI in 27.4% of marketing activities in 2026, the highest of any economic sector, according to The CMO Survey.
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US companies used AI in 24.2% of marketing activities in 2026, up from 13.1% in 2024, according to The CMO Survey.
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US marketing use of AI rose 85% in two years to 2026, calculated by StatisticsGlobal from The CMO Survey data.
How we calculated it: (24.2% of marketing activities in 2026 - 13.1% in 2024) / 13.1% = 84.7%, rounded to 85%.
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41.5% of US companies used AI for generative engine optimisation in marketing in 2026, according to The CMO Survey.
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94% of B2B buyers used large language models during purchases in 2025, according to 6sense.
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45% of B2B buyers said they used AI during a recent purchase in 2025, according to Gartner.
| Measure | Value | Year | Source |
|---|---|---|---|
| Marketers whose organisation uses AI applications | 95% | 2025 | Content Marketing Institute |
| Marketers using AI for written content | 89% | 2025 | Content Marketing Institute |
| Marketers experimenting with AI agents | 28% | 2025 | Content Marketing Institute |
| Share of marketing activities using generative AI, B2B services | 27.4% | 2026 | The CMO Survey |
| Share of marketing budget for AI initiatives | 15.3% | 2026 | Gartner |
| Buyers using LLMs in purchases | 94% | 2025 | 6sense |
| Buyers using AI in a recent purchase | 45% | 2025 | Gartner |
Account-based marketing (ABM) statistics
About half of B2B marketers use account-based marketing in some form. Fewer than 4 in 10 of those add account-based experience.
49% of B2B marketers used account-based marketing in 2025, adding the 19% who paired it with account-based experience to the 30% using ABM alone. 51% used neither. So ABM is common, but it is not yet the default.
ABM fits the buyer data above. If 95% of deals go to a vendor on the Day One shortlist, targeting named accounts before they start buying makes sense. The CMI figures cover a mostly North American sample, and specialist ABM surveys sample different audiences. For those, see our account-based marketing statistics.
Source: Content Marketing Institute.
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49% of B2B marketers used account-based marketing in some form in 2025, calculated by StatisticsGlobal from Content Marketing Institute data.
How we calculated it: 19% use ABM and ABX + 30% use ABM only = 49%. Equals 100% - 51% using neither.
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19% of B2B marketers used both account-based marketing and account-based experience in 2025, according to the Content Marketing Institute.
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30% of B2B marketers used account-based marketing only in 2025, according to the Content Marketing Institute.
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51% of B2B marketers used neither account-based marketing nor account-based experience in 2025, according to the Content Marketing Institute.
| Approach | Share of B2B marketers |
|---|---|
| ABM and ABX | 19% |
| ABM only | 30% |
| Neither | 51% |
| ABM in any form (calculated) | 49% |
LinkedIn B2B marketing statistics
LinkedIn is the main channel for B2B thought leadership. Its marketing revenue is growing faster than the rest of the business.
76% of B2B marketers that create thought leadership use LinkedIn to share it. That is well ahead of email newsletters at 54% and events or webinars at 52%. Email remains a strong second. See our B2B email marketing statistics.
LinkedIn's own results show advertisers following the audience. LinkedIn had 1.2 billion members in July 2025. Its revenue reached $19.8 billion in the fiscal year to June 2026. In the April to June 2026 quarter, Marketing Solutions revenue grew 16%, 4 points faster than LinkedIn overall. Total growth was up 3 points on the same quarter of 2025.
LinkedIn does not split B2B from other advertising in its results, so Marketing Solutions growth is a proxy. It is not a direct measure of B2B ad spend.
Source: LinkedIn business highlights from Microsoft Q4 FY25 and Q4 FY26 earnings. Marketing Solutions growth for 2025 is not stated on the 2025 page.
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76% of B2B marketers that create thought leadership used LinkedIn to distribute it in 2025, according to the Content Marketing Institute.
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52% of B2B marketers that create thought leadership used speaking events or webinars to distribute it in 2025, according to the Content Marketing Institute.
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LinkedIn had 1.2 billion members in July 2025, according to LinkedIn.
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LinkedIn's revenue reached $19.8 billion in Microsoft's fiscal year 2026, according to LinkedIn.
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LinkedIn's revenue grew 12% year on year in the April to June 2026 quarter, according to LinkedIn.
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LinkedIn Marketing Solutions revenue grew 16% year on year in the April to June 2026 quarter, according to LinkedIn.
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LinkedIn Marketing Solutions revenue grew 4 points faster than LinkedIn overall in the April to June 2026 quarter, calculated by StatisticsGlobal from LinkedIn data.
How we calculated it: Marketing Solutions growth 16% - total revenue growth 12% = 4 percentage points.
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LinkedIn's revenue grew 9% year on year in the April to June 2025 quarter, according to LinkedIn.
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LinkedIn's quarterly revenue growth rose 3 points from 9% in 2025 to 12% in 2026, calculated by StatisticsGlobal from LinkedIn data.
How we calculated it: April to June quarter year-on-year growth: 12% (Q4 FY26) - 9% (Q4 FY25) = 3 percentage points.
| Channel | Share of B2B marketers |
|---|---|
| 76% | |
| Email newsletters | 54% |
| Speaking events and webinars | 52% |
How the sources measure B2B marketing
The Content Marketing Institute figures come from its annual B2B survey, run with MarketingProfs and sponsored by Storyblok. It drew 1,015 B2B marketers, mostly in North America, between 24 June and 14 August 2025. Respondents chose to take part, so they may be more engaged than the average marketer.
The CMO Survey is run by Duke University's Fuqua School of Business, with Deloitte and the American Marketing Association. Its 2026 edition surveyed 308 marketing leaders at for-profit US companies from 7 to 29 January 2026. Spending changes are self-reported averages, and sector breakouts rest on smaller sub-samples.
Gartner's CMO Spend Survey covered 401 marketing leaders in North America, the UK and Europe from January to March 2026, mostly at companies with more than $1 billion in revenue. Its budget figure mixes B2B and B2C firms, which is one reason it differs from The CMO Survey.
Buyer data comes from 6sense, a vendor of B2B marketing software, with nearly 4,000 buyers across three regions. Forrester's figures come from a press release that does not give sample size. Gartner surveyed 646 B2B buyers in August and September 2025. Our 6.2-month research estimate multiplies two 6sense averages, so it is an approximation, not a measured value.
LinkedIn figures are company-reported results published with Microsoft's earnings. Where we could not archive a source page with the Wayback Machine, we keep a dated copy of the quoted figures in our own snapshot files, linked from each stat.
Frequently asked questions
How much do B2B companies spend on marketing?
US B2B product companies spent 7.0% of revenues on marketing in 2026, and B2B services companies 10.1%, according to The CMO Survey. Gartner puts marketing budgets across large companies at 7.8% of revenue in 2026.
Are B2B marketing budgets going up or down compared with last year?
Roughly flat overall. Marketing spending at US B2B product companies fell 0.2% in the 12 months to January 2026, and rose 2.8% at B2B services companies, according to The CMO Survey. Digital spending rose 4.1% and 7.1%.
How long is the B2B buying cycle?
B2B buying cycles averaged 10.1 months in 2025, down from 11.3 months in 2024, according to 6sense. Buyers first contacted sellers 61% of the way through, about 6.2 months in, calculated by StatisticsGlobal.
How many B2B marketers use AI?
95% of B2B marketers said their organisation used AI-powered applications in 2025, according to the Content Marketing Institute. Only 3% said AI agents were core to their strategy.
Why do so many B2B marketers say their marketing is not effective?
Only 59% of B2B marketers rated their efforts at least somewhat effective in 2025, according to the Content Marketing Institute. The top challenges were creating content that prompts action (40%), resource constraints (39%) and measuring content effectiveness (33%).
Where are B2B marketing budgets expected to grow next?
Digital. US B2B product companies expected digital marketing budgets to grow 9.4% in the 12 months after January 2026, and B2B services firms 8.8%, according to The CMO Survey. Both expected traditional advertising budgets to fall.
Sources
- Content Marketing Institute, B2B Content and Marketing Trends: Insights for 2026, October 2025. Link · Saved data copy
- The CMO Survey, The CMO Survey: Highlights and Insights Report 2026, April 2026. Link · Saved data copy
- 6sense, 2025 B2B Buyer Experience Report, 2025 (web report, undated). Link · Saved data copy
- Forrester, Forrester: The State Of Business Buying, 2026 (press release), 21 January 2026. Link · Saved data copy
- Gartner, Gartner 2026 CMO Spend Survey (press release), 11 May 2026. Link · Saved data copy
- Gartner, Gartner Sales Survey Finds 67% of B2B Buyers Prefer a Rep-Free Experience, 9 March 2026. Link · Saved data copy
- LinkedIn, LinkedIn Business Highlights from Microsoft's Q4 FY25 Earnings, 30 July 2025. Link · Saved data copy
- LinkedIn, LinkedIn Business Highlights from Microsoft's Q4 FY26 Earnings, 29 July 2026. Link · Saved data copy
Changes to this page
- : Page published with data to 2026.