The global B2B marketing spend market is on an upward trajectory. According to data from Business Research Insights, the size of the market is expected to reach several billion dollars by the end of the decade, with an estimated average annual growth rate (CAGR) of more than 5 %. This growth is being driven by several major dynamics:

• Accelerated digitalisation of purchasing cycles

• The need for marketing and sales alignment in an ultra-competitive environment

• The multiplication of contact points (SEO, webinars, technical content, automation, etc.)

• The desire to industrialise lead generation

In other words, companies no longer see marketing as a mere cost centre, but as a measurable, structuring lever for growth.

A sector facing major environmental, economic and technological challenges.

One of the key findings of the report is the changing structure of spending. B2B companies are investing less in one-off or isolated actions, and more in integrated and sustainable schemes. This is reflected in :

• Adopting inbound marketing approaches: content production, SEO, lead nurturing, etc.

• Marketing automation platforms (Hubspot, Pardot, ActiveCampaign)

• Developing strong synergies with commercial CRMs

• Systematic performance measurement (using clear KPIs)

This shift towards more data-driven strategies reflects a growing level of maturity in B2B marketing, which was once very much focused on 'presence' but is now focused on impact and return on investment.

One of the fastest-growing areas of expenditure is content production. White papers, case studies, expertise sheets, SEO articles, explanatory videos, webinars: these are all ways of establishing a brand as an expert. But be careful: it's not a question of producing content to 'tick a box', but rather to respond to specific challenges:

• Helping buyers to navigate complex decision-making processes

• Gain visibility on search engines

• Strengthening commercial credibility

• Provide the sales teams with support adapted to each stage of the buying cycle

That's why many companies now entrust this task to specialist agencies, capable of understanding technical subjects and translating them into readable, engaging messages.

While traditional channels (trade fairs, physical events) still have a place in the B2B arsenal, they are now being systematically supplemented, or even replaced, by digital devices. Here are some of the trends identified in the breakdown of spending:

• Digital advertising (SEA/Display) precise targeting, testability, immediate reporting

• SEO and in-depth content long-term visibility and organic lead generation

• B2B social media (mainly LinkedIn) prospecting, HR visibility, brand awareness

• Personalised email marketing Automated nurturing scenarios

• Webinars & digital events high added value for technical decision-makers

This rise in digital power reflects a paradigm shift: it's no longer just a question of being present, but of being relevant, visible and measurable.

Another key finding of the report is the growing trend towards outsourcing. Faced with increasingly complex tools, formats and business requirements, B2B companies often prefer to rely on specialist external partners. The areas concerned include :

• Content strategy

• Natural referencing

• LinkedIn Ads / Google Ads

• Web design and development

• Global marketing management (in the form of outsourced marketing)

The advantage is twofold: to benefit from immediately operational expertise while retaining budgetary and human resources flexibility.

The report's sectoral analysis highlights marked differences between industries. The sectors that invest most in B2B marketing include :

• Information technology & professional software

• Industrial and manufacturing services

• Energy & environment

• Health & technical equipment

These sectors share a number of characteristics: long purchasing cycles, high competitive intensity, multiple decision-makers and high technical and economic stakes.

For these companies, marketing is becoming a differentiating factor as well as a conversion tool.

Companies today expect their marketing investments not to be 'pretty' or 'creative', but to generate a measurable commercial impact. This means :

• Precise dashboards

• Tracking tools (Google Analytics, CRM, automation)

• Regular reporting on conversions, leads, interactions, click-through rates, etc.

• The ability to adjust campaigns quickly

B2B marketing is thus becoming a strategic discipline, driven by data and aligned with business objectives.

The market data is clear: B2B marketing is no longer a 'support', it's a driver of growth. It's no longer enough to be visible; you have to be relevant, differentiating and, above all, effective. Companies that make this shift today will benefit from a decisive competitive advantage: better market recognition, smoother customer relations, more qualified leads and, ultimately, more predictable growth.

For marketing managers and executives, this means making a clear commitment: investing where the impact is real, surrounding themselves with experts, and structuring a strategy that combines image, content and performance.