2026 B2B Marketing市场营销预测.pdfVIP

2026B2B

MarketingForecast:

WhatTechLeaders

NeedtoKnowNow

ExecutiveSummary

Techmarketingleadersfaceapivotalmoment.Accordingtothe

PropolisCommunityIndex,marketingbudgetsasapercentageof

revenuehavedeclinedforthreeconsecutiveyears,yetteamsare

beingaskedtodelivermorewithenhancedROIexpectations.The

datarevealsafundamentalshift:successfultechmarketingin2026

willrequireprecisionallocation,data-drivendecision-making,and

strategicagility.

Ouranalysisofreal-timedatafrommarketingleadersacrosstheUS

andUKrevealsthreecriticalinsightsfor2026:marketingtechnology

investmentisacceleratingwhilethird-partyspendcontracts,

ROIexpectationshavedoubledacrossmostactivities,andteam

structuresarebecomingincreasinglydistributeddespitegrowing

headcount.Leaderswhoactontheseinsightsnowwillpositiontheir

organizationsforsuccessinanincreasinglycomplexmarket.

22026TechMarketingForecast:WhatLeadersNeedtoKnowNow

TheCurrentState:

Data-DrivenRealityCheck

32026TechMarketingForecast:WhatLeadersNeedtoKnowNow

BudgetEvolutionandStrategicAllocation

26%

22%

Marketingbudgetsdropped

from9%ofrevenuetargetinMarketing

2024/25to6%in2025/26technology

20232025stack

investment

Marketing’sshareofrevenuecontinuesitsYetwithintheseconstraints,aclearpatternemerges.Theallocationwithinmarketingactivitybudgets

gradualdeclin