{"id":3721,"date":"2025-05-03T17:19:20","date_gmt":"2025-05-03T15:19:20","guid":{"rendered":"https:\/\/www.cvs-marketing.com\/?p=3721"},"modified":"2025-06-03T12:00:59","modified_gmt":"2025-06-03T10:00:59","slug":"depenses-marketing-b2b-budgets","status":"publish","type":"post","link":"https:\/\/www.cvs-marketing.com\/en\/b2b-marketing-expenditure-budgets\/","title":{"rendered":"B2B marketing expenditure: where do budgets really go?"},"content":{"rendered":"<p>[et_pb_section fb_built=\u00a0\u00bb1&Prime; admin_label=\u00a0\u00bbHeader\u00a0\u00bb _builder_version=\u00a0\u00bb4.25.2&Prime; _module_preset=\u00a0\u00bb29053890-2ee3-405f-a1b7-614b001ab16b\u00a0\u00bb background_color_gradient_stops=\u00a0\u00bbgcid-d119accd-44d7-4f2f-b9d7-599c8463324b 0%|rgba(255,255,255,0) 25%|rgba(7,33,48,0.6) 76%|#072130 100%\u00a0\u00bb background_image=\u00a0\u00bbhttps:\/\/www.cvs-marketing.com\/wp-content\/uploads\/2025\/05\/non-profit-03.jpg\u00a0\u00bb collapsed=\u00a0\u00bbon\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-1f1bf5fb-a99d-4acc-8d9e-ddac074c158c%22:%91%22background_color_gradient_stops%22,%22background_color_gradient_stops%22%93,%22gcid-4c79ba3d-a281-4fb6-9b14-02f9a4c793f2%22:%91%22background_color_gradient_stops%22,%22background_color_gradient_stops%22%93,%22gcid-688c464a-d6f2-4296-b592-395352c71c79%22:%91%22background_color_gradient_stops%22,%22background_color_gradient_stops%22%93,%22gcid-d119accd-44d7-4f2f-b9d7-599c8463324b%22:%91%22background_color_gradient_stops%22,%22background_color_gradient_stops%22%93}\u00a0\u00bb][et_pb_row _builder_version=\u00a0\u00bb4.25.1&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4&Prime; _builder_version=\u00a0\u00bb4.25.1&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_heading title=\u00a0\u00bbD\u00e9penses marketing B2B\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bb499c7404-fa99-4437-986d-aa43b68e8d55&Prime; title_text_align=\u00a0\u00bbcenter\u00a0\u00bb title_text_color=\u00a0\u00bb#19879F\u00a0\u00bb custom_margin=\u00a0\u00bb||10px||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bb875357d4-0c97-4264-8956-d364997a5e6a\u00a0\u00bb text_text_color=\u00a0\u00bb#000000&Prime; text_orientation=\u00a0\u00bbcenter\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p>O\u00f9 vont vraiment les budgets et comment les entreprises s\u2019adaptent en 2025. Le marketing B2B a longtemps \u00e9t\u00e9 per\u00e7u comme plus conservateur que son pendant B2C, souvent centr\u00e9 sur les salons professionnels, les brochures techniques et les rendez-vous physiques. Pourtant, la r\u00e9alit\u00e9 de 2025 bouscule cet \u00e9quilibre. L&rsquo;\u00e9volution rapide des comportements d&rsquo;achat, l&rsquo;explosion des canaux num\u00e9riques et l\u2019intensification de la concurrence poussent les entreprises \u00e0 repenser en profondeur leur allocation budg\u00e9taire.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=\u00a0\u00bb1_3,1_3,1_3&Prime; make_equal=\u00a0\u00bbon\u00a0\u00bb _builder_version=\u00a0\u00bb4.25.2&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb1_3&Prime; _builder_version=\u00a0\u00bb4.25.2&Prime; _module_preset=\u00a0\u00bb50d54293-973d-494e-94ac-cbf8f8438728&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_number_counter number=\u00a0\u00bb2025&Prime; percent_sign=\u00a0\u00bboff\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bb6d1e8699-a979-486e-a437-1f2d3eb7d231&Prime; number_font_size=\u00a0\u00bb60px\u00a0\u00bb text_orientation=\u00a0\u00bbleft\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-1f1b4e15-7cc6-4e13-8154-74d77a956460%22:%91%22quote_border_color%22,%22link_text_color%22,%22quote_text_color%22,%22quote_border_color%22,%22link_text_color%22,%22quote_text_color%22%93,%22gcid-d7cd5a78-aaef-4f36-82a3-4d3706015cba%22:%91%22link_text_color%22%93}\u00a0\u00bb][\/et_pb_number_counter][et_pb_heading title=\u00a0\u00bbUn virage strat\u00e9gique incontournable\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdd948025-dbee-44e2-ad4b-44007ed83297&Prime; title_text_color=\u00a0\u00bb#19879F\u00a0\u00bb title_font_size=\u00a0\u00bb22px\u00a0\u00bb custom_margin=\u00a0\u00bb||10px||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bb875357d4-0c97-4264-8956-d364997a5e6a\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p>Un rapport r\u00e9cent sur le march\u00e9 mondial des d\u00e9penses en marketing B2B montre que les investissements ne cessent d&rsquo;augmenter, avec une projection de croissance solide sur les 5 prochaines ann\u00e9es.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_3&Prime; _builder_version=\u00a0\u00bb4.25.2&Prime; _module_preset=\u00a0\u00bbe8268430-b5da-49ca-a519-f1bd730a7f3a\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-4c79ba3d-a281-4fb6-9b14-02f9a4c793f2%22:%91%22background_color%22%93}\u00a0\u00bb][et_pb_image src=\u00a0\u00bbhttps:\/\/www.cvs-marketing.com\/wp-content\/uploads\/2025\/05\/nonprofit-01-1.png\u00a0\u00bb title_text=\u00a0\u00bbnonprofit-01-1&Prime; _builder_version=\u00a0\u00bb4.25.2&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb width=\u00a0\u00bb50px\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_image][et_pb_heading title=\u00a0\u00bbLe march\u00e9 mondial des d\u00e9penses marketing B2B conna\u00eet une trajectoire ascendante.\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdd948025-dbee-44e2-ad4b-44007ed83297&Prime; title_text_color=\u00a0\u00bb#FFFFFF\u00a0\u00bb title_font_size=\u00a0\u00bb22px\u00a0\u00bb custom_margin=\u00a0\u00bb||10px||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bb1cce7585-bfbe-4c72-872c-d0b2716a0440&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p>D\u2019apr\u00e8s les donn\u00e9es de Business Research Insights, la taille du march\u00e9 devrait atteindre plusieurs milliards de dollars d\u2019ici la fin de la d\u00e9cennie, avec un taux de croissance annuel moyen (CAGR) estim\u00e9 \u00e0 plus de 5 %.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_3&Prime; _builder_version=\u00a0\u00bb4.25.1&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_image src=\u00a0\u00bbhttps:\/\/www.cvs-marketing.com\/wp-content\/uploads\/2025\/02\/brochure4.webp\u00a0\u00bb title_text=\u00a0\u00bbbrochure4&Prime; _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbb06ff107-af3a-4fc9-8be3-387a8b76f7e6&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_image][et_pb_button button_text=\u00a0\u00bbContact\u00a0\u00bb button_alignment=\u00a0\u00bbcenter\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbd10c7f3a-450b-4d5c-af68-8a201f9cfb50&Prime; button_bg_color=\u00a0\u00bb#19879F\u00a0\u00bb custom_css_main_element=\u00a0\u00bbwidth: 100%\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00a0\u00bb1&Prime; admin_label=\u00a0\u00bbOur Mission\u00a0\u00bb _builder_version=\u00a0\u00bb4.25.2&Prime; _module_preset=\u00a0\u00bb68159dfb-7479-4595-abb5-c5ac1474fa68&Prime; custom_margin=\u00a0\u00bb||||false\u00a0\u00bb custom_padding=\u00a0\u00bb5vw||5vw||true|false\u00a0\u00bb collapsed=\u00a0\u00bbon\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_row _builder_version=\u00a0\u00bb4.25.1&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb max_width=\u00a0\u00bb900px\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4&Prime; _builder_version=\u00a0\u00bb4.25.1&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_heading title=\u00a0\u00bbLe constat\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bb916167a2-b47a-4918-94b1-b1ebd9da5fd0&Prime; title_text_align=\u00a0\u00bbcenter\u00a0\u00bb title_text_color=\u00a0\u00bbgcid-4c79ba3d-a281-4fb6-9b14-02f9a4c793f2&Prime; global_colors_info=\u00a0\u00bb{%22gcid-4c79ba3d-a281-4fb6-9b14-02f9a4c793f2%22:%91%22title_text_color%22%93}\u00a0\u00bb][\/et_pb_heading][et_pb_heading title=\u00a0\u00bbLe marketing B2B a longtemps \u00e9t\u00e9 per\u00e7u comme plus conservateur que son pendant B2C, souvent centr\u00e9 sur les salons professionnels, les brochures techniques et les rendez-vous physiques. Pourtant, la r\u00e9alit\u00e9 de 2025 bouscule cet \u00e9quilibre. L&rsquo;\u00e9volution rapide des comportements d&rsquo;achat, l&rsquo;explosion des canaux num\u00e9riques et l\u2019intensification de la concurrence poussent les entreprises \u00e0 repenser en profondeur leur allocation budg\u00e9taire.\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbcad6e74e-f97d-457b-be6f-bdd911a832ba\u00a0\u00bb title_text_align=\u00a0\u00bbcenter\u00a0\u00bb title_text_color=\u00a0\u00bb#FFFFFF\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_heading][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00a0\u00bb1&Prime; admin_label=\u00a0\u00bbCall to Action\u00a0\u00bb _builder_version=\u00a0\u00bb4.25.2&Prime; _module_preset=\u00a0\u00bbaa31d9c8-1144-419e-a4c7-706113a7d4c7&Prime; background_enable_color=\u00a0\u00bboff\u00a0\u00bb background_image=\u00a0\u00bbhttps:\/\/www.cvs-marketing.com\/wp-content\/uploads\/2025\/05\/non-profit-02.jpg\u00a0\u00bb parallax=\u00a0\u00bbon\u00a0\u00bb custom_margin=\u00a0\u00bb||||false\u00a0\u00bb custom_padding=\u00a0\u00bb8vw||8vw||true|false\u00a0\u00bb collapsed=\u00a0\u00bbon\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_row column_structure=\u00a0\u00bb1_2,1_2&Prime; _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb1_2&Prime; _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbb1b89a6e-10bc-4a35-8723-4919d6241879&Prime; background_color=\u00a0\u00bb#19879F\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_heading title=\u00a0\u00bbUn rapport r\u00e9cent sur le march\u00e9 mondial des d\u00e9penses en marketing B2B\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbcad6e74e-f97d-457b-be6f-bdd911a832ba\u00a0\u00bb title_text_align=\u00a0\u00bbcenter\u00a0\u00bb title_text_color=\u00a0\u00bb#FFFFFF\u00a0\u00bb custom_margin=\u00a0\u00bb||10px||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bb1cce7585-bfbe-4c72-872c-d0b2716a0440&Prime; text_orientation=\u00a0\u00bbcenter\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p data-start=\"817\" data-end=\"1194\" class=\"\">montre que les investissements ne cessent d&rsquo;augmenter, avec une projection de croissance solide sur les 5 prochaines ann\u00e9es. Cette tendance n\u2019est pas anodine : elle r\u00e9v\u00e8le un repositionnement strat\u00e9gique des entreprises, qui ne peuvent plus se contenter de m\u00e9thodes traditionnelles pour rester comp\u00e9titives.<\/p>\n<p data-start=\"1196\" data-end=\"1395\" class=\"\">Dans cet article, nous analysons les principaux moteurs de cette \u00e9volution, les domaines qui concentrent d\u00e9sormais les investissements marketing B2B, et les implications concr\u00e8tes pour les d\u00e9cideurs.<\/p>\n<p>[\/et_pb_text][et_pb_button button_text=\u00a0\u00bbA propos\u00a0\u00bb button_alignment=\u00a0\u00bbcenter\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbe7f49624-b448-4361-8fc5-de8e93a26484&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_button][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_2&Prime; _builder_version=\u00a0\u00bb4.25.1&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00a0\u00bb1&Prime; admin_label=\u00a0\u00bbPrograms\u00a0\u00bb _builder_version=\u00a0\u00bb4.25.1&Prime; _module_preset=\u00a0\u00bbaa31d9c8-1144-419e-a4c7-706113a7d4c7&Prime; collapsed=\u00a0\u00bbon\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_row _builder_version=\u00a0\u00bb4.25.1&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4&Prime; _builder_version=\u00a0\u00bb4.25.1&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_heading title=\u00a0\u00bbO\u00f9 vont vraiment les budgets et comment les entreprises s\u2019adaptent en 2025&Prime; _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bb916167a2-b47a-4918-94b1-b1ebd9da5fd0&Prime; title_text_color=\u00a0\u00bb#19879F\u00a0\u00bb custom_margin=\u00a0\u00bb||0px||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_heading][et_pb_heading title=\u00a0\u00bbUne croissance solide du march\u00e9 mondial\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbf94883a6-a781-4baa-a2a5-57bab95d806c\u00a0\u00bb title_text_color=\u00a0\u00bb#19879F\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p data-start=\"1449\" data-end=\"1747\" class=\"\">Le march\u00e9 mondial des d\u00e9penses marketing B2B conna\u00eet une trajectoire ascendante. D\u2019apr\u00e8s les donn\u00e9es de Business Research Insights, la taille du march\u00e9 devrait atteindre plusieurs milliards de dollars d\u2019ici la fin de la d\u00e9cennie, avec un taux de croissance annuel moyen (CAGR) estim\u00e9 \u00e0 plus de 5 %. Cette croissance est tir\u00e9e par plusieurs dynamiques majeures :<\/p>\n<ul data-start=\"1813\" data-end=\"2099\">\n<li data-start=\"1813\" data-end=\"1861\" class=\"\">\n<p data-start=\"1815\" data-end=\"1861\" class=\"\">La digitalisation acc\u00e9l\u00e9r\u00e9e des cycles d\u2019achat<\/p>\n<\/li>\n<li data-start=\"1862\" data-end=\"1949\" class=\"\">\n<p data-start=\"1864\" data-end=\"1949\" class=\"\">Le besoin d\u2019alignement marketing-commercial dans un environnement ultra-concurrentiel<\/p>\n<\/li>\n<li data-start=\"1950\" data-end=\"2046\" class=\"\">\n<p data-start=\"1952\" data-end=\"2046\" class=\"\">La multiplication des points de contact (SEO, webinaires, contenu technique, automation, etc.)<\/p>\n<\/li>\n<li data-start=\"2047\" data-end=\"2099\" class=\"\">\n<p data-start=\"2049\" data-end=\"2099\" class=\"\">La volont\u00e9 d\u2019industrialiser la g\u00e9n\u00e9ration de leads<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"2101\" data-end=\"2263\" class=\"\">Autrement dit, les entreprises ne consid\u00e8rent plus le marketing comme un simple centre de co\u00fbt, mais bien comme un levier de croissance, mesurable et structurant.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=\u00a0\u00bb1_3,1_3,1_3&Prime; _builder_version=\u00a0\u00bb4.25.1&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb1_3&Prime; _builder_version=\u00a0\u00bb4.25.1&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_image src=\u00a0\u00bbhttps:\/\/www.cvs-marketing.com\/wp-content\/uploads\/2025\/05\/non-profit-08.jpg\u00a0\u00bb title_text=\u00a0\u00bbnon-profit-08&Prime; _builder_version=\u00a0\u00bb4.25.2&Prime; _module_preset=\u00a0\u00bbb06ff107-af3a-4fc9-8be3-387a8b76f7e6&Prime; custom_margin=\u00a0\u00bb||||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_image][et_pb_heading title=\u00a0\u00bbMarch\u00e9s de l&rsquo;\u00e9nergie\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdd948025-dbee-44e2-ad4b-44007ed83297&Prime; custom_margin=\u00a0\u00bb||0px||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bb875357d4-0c97-4264-8956-d364997a5e6a\u00a0\u00bb custom_margin=\u00a0\u00bb||10px||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p class=\"et_pb_module_header\">Le secteur de l\u2019\u00e9nergie est au c\u0153ur d\u2019une transformation radicale vers un avenir plus durable et d\u00e9carbon\u00e9.<\/p>\n<p>[\/et_pb_text][et_pb_button button_text=\u00a0\u00bbCommencez \u00e0 prospecter\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bb027f5af8-d486-473f-8133-a1cb4b05837b\u00a0\u00bb button_text_color=\u00a0\u00bb#19879F\u00a0\u00bb button_border_color=\u00a0\u00bb#19879F\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-1f1b4e15-7cc6-4e13-8154-74d77a956460%22:%91%22button_text_color%22%93}\u00a0\u00bb][\/et_pb_button][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_3&Prime; _builder_version=\u00a0\u00bb4.25.1&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_image src=\u00a0\u00bbhttps:\/\/www.cvs-marketing.com\/wp-content\/uploads\/2025\/05\/non-profit-07.jpg\u00a0\u00bb title_text=\u00a0\u00bbnon-profit-07&Prime; _builder_version=\u00a0\u00bb4.25.2&Prime; _module_preset=\u00a0\u00bbb06ff107-af3a-4fc9-8be3-387a8b76f7e6&Prime; custom_margin=\u00a0\u00bb||||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_image][et_pb_heading title=\u00a0\u00bbD\u00e9bouch\u00e9s industriels\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdd948025-dbee-44e2-ad4b-44007ed83297&Prime; custom_margin=\u00a0\u00bb||0px||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bb875357d4-0c97-4264-8956-d364997a5e6a\u00a0\u00bb custom_margin=\u00a0\u00bb||10px||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p>Le secteur industriel est confront\u00e9 \u00e0 des enjeux +en mati\u00e8re d\u2019innovation, de durabilit\u00e9 et de comp\u00e9titivit\u00e9.<\/p>\n<p>[\/et_pb_text][et_pb_button button_text=\u00a0\u00bbExplorez les industries\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bb027f5af8-d486-473f-8133-a1cb4b05837b\u00a0\u00bb button_text_color=\u00a0\u00bb#19879F\u00a0\u00bb button_border_color=\u00a0\u00bb#19879F\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-1f1b4e15-7cc6-4e13-8154-74d77a956460%22:%91%22button_text_color%22%93}\u00a0\u00bb][\/et_pb_button][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_3&Prime; _builder_version=\u00a0\u00bb4.25.1&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_image src=\u00a0\u00bbhttps:\/\/www.cvs-marketing.com\/wp-content\/uploads\/2025\/05\/non-profit-06.jpg\u00a0\u00bb title_text=\u00a0\u00bbnon-profit-06&Prime; _builder_version=\u00a0\u00bb4.25.2&Prime; _module_preset=\u00a0\u00bbb06ff107-af3a-4fc9-8be3-387a8b76f7e6&Prime; custom_margin=\u00a0\u00bb||||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_image][et_pb_heading title=\u00a0\u00bbConstruction et infrastructures\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdd948025-dbee-44e2-ad4b-44007ed83297&Prime; custom_margin=\u00a0\u00bb||0px||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bb875357d4-0c97-4264-8956-d364997a5e6a\u00a0\u00bb custom_margin=\u00a0\u00bb||10px||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p>Un secteur confront\u00e9 \u00e0 des enjeux environnementaux, \u00e9conomiques et technologiques majeurs.<\/p>\n<p>[\/et_pb_text][et_pb_button button_text=\u00a0\u00bbSuivez les Projets\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bb027f5af8-d486-473f-8133-a1cb4b05837b\u00a0\u00bb button_text_color=\u00a0\u00bb#19879F\u00a0\u00bb button_border_color=\u00a0\u00bb#19879F\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-1f1b4e15-7cc6-4e13-8154-74d77a956460%22:%91%22button_text_color%22%93}\u00a0\u00bb][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00a0\u00bb1&Prime; _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_row _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4&Prime; _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_heading title=\u00a0\u00bbVers un marketing de plus en plus int\u00e9gr\u00e9\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbf94883a6-a781-4baa-a2a5-57bab95d806c\u00a0\u00bb title_text_color=\u00a0\u00bb#19879F\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p data-start=\"2319\" data-end=\"2540\" class=\"\">Un des enseignements majeurs du rapport est l&rsquo;\u00e9volution de la structure des d\u00e9penses. Les entreprises B2B investissent moins dans des actions ponctuelles ou isol\u00e9es, et davantage dans des dispositifs int\u00e9gr\u00e9s et durables. Cela se traduit par :<\/p>\n<ul data-start=\"2565\" data-end=\"2901\">\n<li data-start=\"2565\" data-end=\"2653\" class=\"\">\n<p data-start=\"2567\" data-end=\"2653\" class=\"\">L\u2019adoption d\u2019approches Inbound Marketing : production de contenus, SEO, lead nurturing<\/p>\n<\/li>\n<li data-start=\"2654\" data-end=\"2763\" class=\"\">\n<p data-start=\"2656\" data-end=\"2763\" class=\"\">L\u2019automatisation des parcours via des plateformes de marketing automation (Hubspot, Pardot, ActiveCampaign)<\/p>\n<\/li>\n<li data-start=\"2764\" data-end=\"2827\" class=\"\">\n<p data-start=\"2766\" data-end=\"2827\" class=\"\">Le d\u00e9veloppement de synergies fortes avec les CRM commerciaux<\/p>\n<\/li>\n<li data-start=\"2828\" data-end=\"2901\" class=\"\">\n<p data-start=\"2830\" data-end=\"2901\" class=\"\">La syst\u00e9matisation de la mesure de la performance (via des KPIs clairs)<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"2903\" data-end=\"3126\" class=\"\">Ce glissement vers des strat\u00e9gies plus \u201cdata-driven\u201d t\u00e9moigne d\u2019un niveau de maturit\u00e9 croissant du marketing B2B, autrefois tr\u00e8s centr\u00e9 sur la \u201cpr\u00e9sence\u201d et aujourd\u2019hui focalis\u00e9 sur l\u2019impact et le retour sur investissement.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00a0\u00bb1&Prime; admin_label=\u00a0\u00bbCall to Action\u00a0\u00bb _builder_version=\u00a0\u00bb4.25.2&Prime; _module_preset=\u00a0\u00bbaa31d9c8-1144-419e-a4c7-706113a7d4c7&Prime; use_background_color_gradient=\u00a0\u00bbon\u00a0\u00bb background_color_gradient_type=\u00a0\u00bbcircular\u00a0\u00bb background_color_gradient_direction_radial=\u00a0\u00bbtop left\u00a0\u00bb background_color_gradient_stops=\u00a0\u00bbgcid-2352d280-fe84-43b1-a71e-f400c35a526a 20%|rgba(255,255,255,0) 100%\u00a0\u00bb background_color_gradient_overlays_image=\u00a0\u00bbon\u00a0\u00bb background_image=\u00a0\u00bbhttps:\/\/www.cvs-marketing.com\/wp-content\/uploads\/2025\/05\/non-profit-01.jpg\u00a0\u00bb parallax=\u00a0\u00bbon\u00a0\u00bb custom_margin=\u00a0\u00bb||||false\u00a0\u00bb custom_padding=\u00a0\u00bb8vw||8vw||true|false\u00a0\u00bb collapsed=\u00a0\u00bbon\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-2352d280-fe84-43b1-a71e-f400c35a526a%22:%91%22background_color_gradient_stops%22%93}\u00a0\u00bb][et_pb_row column_structure=\u00a0\u00bb3_4,1_4&Prime; _builder_version=\u00a0\u00bb4.25.2&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb3_4&Prime; _builder_version=\u00a0\u00bb4.25.1&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_heading title=\u00a0\u00bbChez CVS Marketing, nous nous engageons \u00e0 vous fournir des solutions personnalis\u00e9es, innovantes et efficaces pour soutenir vos innovations et vous positionner en leader sur le march\u00e9.\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbcad6e74e-f97d-457b-be6f-bdd911a832ba\u00a0\u00bb title_text_color=\u00a0\u00bb#FFFFFF\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_heading][et_pb_button button_text=\u00a0\u00bbContactez-nous\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbd10c7f3a-450b-4d5c-af68-8a201f9cfb50&Prime; button_bg_color=\u00a0\u00bb#19879F\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_button][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_4&Prime; _builder_version=\u00a0\u00bb4.25.1&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00a0\u00bb1&Prime; _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_row _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4&Prime; _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_heading title=\u00a0\u00bbLe contenu au c\u0153ur des strat\u00e9gies budg\u00e9taires\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbf94883a6-a781-4baa-a2a5-57bab95d806c\u00a0\u00bb title_text_color=\u00a0\u00bb#19879F\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p data-start=\"3186\" data-end=\"3443\" class=\"\">L\u2019un des postes de d\u00e9pense en forte croissance est la production de contenu. Livres blancs, \u00e9tudes de cas, fiches expertise, articles SEO, vid\u00e9os explicatives, webinaires : tous ces supports permettent d\u2019installer une marque dans un positionnement d\u2019expert. Mais attention : il ne s\u2019agit pas de produire du contenu pour \u201ccocher une case\u201d, mais bien de r\u00e9pondre \u00e0 des enjeux pr\u00e9cis :<\/p>\n<ul data-start=\"3571\" data-end=\"3832\">\n<li data-start=\"3571\" data-end=\"3646\" class=\"\">\n<p data-start=\"3573\" data-end=\"3646\" class=\"\">Aider les acheteurs \u00e0 s\u2019orienter dans des processus de d\u00e9cision complexes<\/p>\n<\/li>\n<li data-start=\"3647\" data-end=\"3698\" class=\"\">\n<p data-start=\"3649\" data-end=\"3698\" class=\"\">Gagner en visibilit\u00e9 sur les moteurs de recherche<\/p>\n<\/li>\n<li data-start=\"3699\" data-end=\"3737\" class=\"\">\n<p data-start=\"3701\" data-end=\"3737\" class=\"\">Renforcer la cr\u00e9dibilit\u00e9 commerciale<\/p>\n<\/li>\n<li data-start=\"3738\" data-end=\"3832\" class=\"\">\n<p data-start=\"3740\" data-end=\"3832\" class=\"\">Alimenter les \u00e9quipes commerciales avec des supports adapt\u00e9s \u00e0 chaque \u00e9tape du cycle d\u2019achat<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"3834\" data-end=\"4042\" class=\"\">C\u2019est pourquoi de nombreuses entreprises confient d\u00e9sormais cette production \u00e0 des agences sp\u00e9cialis\u00e9es, capables de comprendre les sujets techniques tout en les traduisant en messages lisibles et engageants.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4&Prime; _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_heading title=\u00a0\u00bbLe digital en t\u00eate des priorit\u00e9s budg\u00e9taires\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbf94883a6-a781-4baa-a2a5-57bab95d806c\u00a0\u00bb title_text_color=\u00a0\u00bb#19879F\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p data-start=\"4101\" data-end=\"4296\" class=\"\">Si les canaux traditionnels (salons, \u00e9v\u00e9nements physiques) conservent une place dans l\u2019arsenal B2B, ils sont d\u00e9sormais syst\u00e9matiquement compl\u00e9t\u00e9s, voire remplac\u00e9s, par des dispositifs num\u00e9riques. Voici quelques tendances identifi\u00e9es dans la ventilation des d\u00e9penses :<\/p>\n<ul data-start=\"4371\" data-end=\"4807\">\n<li data-start=\"4371\" data-end=\"4459\" class=\"\">\n<p data-start=\"4373\" data-end=\"4459\" class=\"\"><strong data-start=\"4373\" data-end=\"4409\">Publicit\u00e9 digitale (SEA\/Display)<\/strong> : ciblage pr\u00e9cis, testabilit\u00e9, reporting imm\u00e9diat<\/p>\n<\/li>\n<li data-start=\"4460\" data-end=\"4547\" class=\"\">\n<p data-start=\"4462\" data-end=\"4547\" class=\"\"><strong data-start=\"4462\" data-end=\"4489\">SEO et contenus de fond<\/strong> : visibilit\u00e9 long terme et g\u00e9n\u00e9ration de leads organiques<\/p>\n<\/li>\n<li data-start=\"4548\" data-end=\"4643\" class=\"\">\n<p data-start=\"4550\" data-end=\"4643\" class=\"\"><strong data-start=\"4550\" data-end=\"4596\">Social media B2B (LinkedIn principalement)<\/strong> : prospection, visibilit\u00e9 RH, notori\u00e9t\u00e9 marque<\/p>\n<\/li>\n<li data-start=\"4644\" data-end=\"4715\" class=\"\">\n<p data-start=\"4646\" data-end=\"4715\" class=\"\"><strong data-start=\"4646\" data-end=\"4678\">Email marketing personnalis\u00e9<\/strong> : sc\u00e9narios de nurturing automatis\u00e9s<\/p>\n<\/li>\n<li data-start=\"4716\" data-end=\"4807\" class=\"\">\n<p data-start=\"4718\" data-end=\"4807\" class=\"\"><strong data-start=\"4718\" data-end=\"4754\">Webinaires &amp; \u00e9v\u00e9nements digitaux<\/strong> : forte valeur ajout\u00e9e pour les d\u00e9cideurs techniques<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"4809\" data-end=\"4971\" class=\"\">Cette mont\u00e9e en puissance du digital refl\u00e8te un changement de paradigme : il ne s\u2019agit plus seulement d\u2019\u00eatre pr\u00e9sent, mais d\u2019\u00eatre pertinent, visible et mesurable.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4&Prime; _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_heading title=\u00a0\u00bbLes services externalis\u00e9s en plein essor\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbf94883a6-a781-4baa-a2a5-57bab95d806c\u00a0\u00bb title_text_color=\u00a0\u00bb#19879F\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p data-start=\"5036\" data-end=\"5293\" class=\"\">Un autre enseignement cl\u00e9 du rapport est la mont\u00e9e en puissance de l\u2019externalisation. Face \u00e0 la complexit\u00e9 croissante des outils, des formats et des exigences m\u00e9tiers, les entreprises B2B pr\u00e9f\u00e8rent souvent s\u2019appuyer sur des partenaires externes sp\u00e9cialis\u00e9s. Les domaines concern\u00e9s incluent :<\/p>\n<ul data-start=\"5330\" data-end=\"5528\">\n<li data-start=\"5330\" data-end=\"5355\" class=\"\">\n<p data-start=\"5332\" data-end=\"5355\" class=\"\">La strat\u00e9gie de contenu<\/p>\n<\/li>\n<li data-start=\"5356\" data-end=\"5382\" class=\"\">\n<p data-start=\"5358\" data-end=\"5382\" class=\"\">Le r\u00e9f\u00e9rencement naturel<\/p>\n<\/li>\n<li data-start=\"5383\" data-end=\"5423\" class=\"\">\n<p data-start=\"5385\" data-end=\"5423\" class=\"\">La publicit\u00e9 LinkedIn Ads \/ Google Ads<\/p>\n<\/li>\n<li data-start=\"5424\" data-end=\"5459\" class=\"\">\n<p data-start=\"5426\" data-end=\"5459\" class=\"\">Le design et le d\u00e9veloppement web<\/p>\n<\/li>\n<li data-start=\"5460\" data-end=\"5528\" class=\"\">\n<p data-start=\"5462\" data-end=\"5528\" class=\"\">Le pilotage marketing global (sous forme de marketing externalis\u00e9)<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"5530\" data-end=\"5663\" class=\"\">L\u2019int\u00e9r\u00eat est double : b\u00e9n\u00e9ficier d\u2019une expertise imm\u00e9diatement op\u00e9rationnelle tout en gardant une flexibilit\u00e9 budg\u00e9taire et humaine.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4&Prime; _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_heading title=\u00a0\u00bbLes secteurs industriels, leaders de l&rsquo;investissement marketing\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbf94883a6-a781-4baa-a2a5-57bab95d806c\u00a0\u00bb title_text_color=\u00a0\u00bb#19879F\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p data-start=\"5741\" data-end=\"5898\" class=\"\">L\u2019analyse sectorielle du rapport met en lumi\u00e8re des diff\u00e9rences marqu\u00e9es selon les industries. Parmi les secteurs qui investissent le plus en marketing B2B :<\/p>\n<ul data-start=\"5900\" data-end=\"6074\">\n<li data-start=\"5900\" data-end=\"5962\" class=\"\">\n<p data-start=\"5902\" data-end=\"5962\" class=\"\"><strong data-start=\"5902\" data-end=\"5962\">Technologies de l\u2019information &amp; logiciels professionnels<\/strong><\/p>\n<\/li>\n<li data-start=\"5963\" data-end=\"6007\" class=\"\">\n<p data-start=\"5965\" data-end=\"6007\" class=\"\"><strong data-start=\"5965\" data-end=\"6007\">Services industriels et manufacturiers<\/strong><\/p>\n<\/li>\n<li data-start=\"6008\" data-end=\"6037\" class=\"\">\n<p data-start=\"6010\" data-end=\"6037\" class=\"\"><strong data-start=\"6010\" data-end=\"6037\">Energie &amp; environnement<\/strong><\/p>\n<\/li>\n<li data-start=\"6038\" data-end=\"6074\" class=\"\">\n<p data-start=\"6040\" data-end=\"6074\" class=\"\"><strong data-start=\"6040\" data-end=\"6074\">Sant\u00e9 &amp; \u00e9quipements techniques<\/strong><\/p>\n<\/li>\n<\/ul>\n<p data-start=\"6076\" data-end=\"6246\" class=\"\">Ces secteurs partagent plusieurs caract\u00e9ristiques : cycles d\u2019achat longs, forte intensit\u00e9 concurrentielle, d\u00e9cisionnaires multiples et enjeux technico-\u00e9conomiques \u00e9lev\u00e9s.<\/p>\n<p data-start=\"6248\" data-end=\"6349\" class=\"\">Pour ces entreprises, le marketing devient un facteur diff\u00e9renciant autant qu\u2019un outil de conversion.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4&Prime; _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_heading title=\u00a0\u00bbMesurer, optimiser, prouver : la nouvelle exigence\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbf94883a6-a781-4baa-a2a5-57bab95d806c\u00a0\u00bb title_text_color=\u00a0\u00bb#19879F\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p data-start=\"6414\" data-end=\"6597\" class=\"\">Ce que les entreprises attendent aujourd\u2019hui de leurs investissements marketing, ce n\u2019est pas de \u201cfaire joli\u201d ou d\u2019\u00eatre \u201ccr\u00e9atif\u201d, mais bien de g\u00e9n\u00e9rer un impact commercial mesurable. Cela passe par :<\/p>\n<ul data-start=\"6617\" data-end=\"6838\">\n<li data-start=\"6617\" data-end=\"6646\" class=\"\">\n<p data-start=\"6619\" data-end=\"6646\" class=\"\">Des tableaux de bord pr\u00e9cis<\/p>\n<\/li>\n<li data-start=\"6647\" data-end=\"6707\" class=\"\">\n<p data-start=\"6649\" data-end=\"6707\" class=\"\">Des outils de tracking (Google Analytics, CRM, automation)<\/p>\n<\/li>\n<li data-start=\"6708\" data-end=\"6789\" class=\"\">\n<p data-start=\"6710\" data-end=\"6789\" class=\"\">Des reporting r\u00e9guliers sur les conversions, leads, interactions, taux de clic\u2026<\/p>\n<\/li>\n<li data-start=\"6790\" data-end=\"6838\" class=\"\">\n<p data-start=\"6792\" data-end=\"6838\" class=\"\">Une capacit\u00e9 d\u2019ajustement rapide des campagnes<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"6840\" data-end=\"6961\" class=\"\">Le marketing B2B devient ainsi une discipline strat\u00e9gique, pilot\u00e9e par les donn\u00e9es et align\u00e9e sur les objectifs business.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00a0\u00bb1&Prime; _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_row _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4&Prime; _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_heading title=\u00a0\u00bbEn conclusion\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bb916167a2-b47a-4918-94b1-b1ebd9da5fd0&Prime; title_text_color=\u00a0\u00bb#19879F\u00a0\u00bb custom_margin=\u00a0\u00bb||0px||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_heading][et_pb_heading title=\u00a0\u00bbUn marketing B2B en mutation, plus strat\u00e9gique que jamais\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbf94883a6-a781-4baa-a2a5-57bab95d806c\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p data-start=\"7043\" data-end=\"7249\" class=\"\">Les donn\u00e9es du march\u00e9 sont sans appel : le marketing B2B n\u2019est plus un \u201csupport\u201d, c\u2019est un moteur de croissance. Il ne suffit plus d\u2019\u00eatre visible, il faut \u00eatre pertinent, diff\u00e9renciant, et surtout efficace. Les entreprises qui prennent ce virage d\u00e8s aujourd\u2019hui b\u00e9n\u00e9ficieront d\u2019un avantage comp\u00e9titif d\u00e9cisif : une meilleure reconnaissance march\u00e9, une relation client plus fluide, des leads plus qualifi\u00e9s, et in fine, une croissance plus pr\u00e9visible.<\/p>\n<p data-start=\"7496\" data-end=\"7707\" class=\"\">Pour les directions marketing et les dirigeants, cela suppose un engagement clair : investir l\u00e0 o\u00f9 l\u2019impact est r\u00e9el, s\u2019entourer d\u2019experts, et structurer une strat\u00e9gie qui conjugue image, contenu et performance.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00a0\u00bb1&Prime; admin_label=\u00a0\u00bbCall to Action\u00a0\u00bb _builder_version=\u00a0\u00bb4.25.2&Prime; _module_preset=\u00a0\u00bb01826e65-8d16-4351-8457-68b47bb58cf3&Prime; custom_margin=\u00a0\u00bb||||false\u00a0\u00bb custom_padding=\u00a0\u00bb5vw||5vw||true|false\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb collapsed=\u00a0\u00bbon\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_row _builder_version=\u00a0\u00bb4.25.2&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4&Prime; _builder_version=\u00a0\u00bb4.25.1&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_heading title=\u00a0\u00bbEngagez une d\u00e9marche marketing qui conjugue image, contenu et performance.\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbf94883a6-a781-4baa-a2a5-57bab95d806c\u00a0\u00bb title_text_align=\u00a0\u00bbcenter\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_heading][et_pb_button button_text=\u00a0\u00bbContactez-nous\u00a0\u00bb button_alignment=\u00a0\u00bbcenter\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbd10c7f3a-450b-4d5c-af68-8a201f9cfb50&Prime; button_bg_color=\u00a0\u00bb#19879F\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00a0\u00bb1&Prime; admin_label=\u00a0\u00bbFooter\u00a0\u00bb _builder_version=\u00a0\u00bb4.25.2&Prime; _module_preset=\u00a0\u00bb68159dfb-7479-4595-abb5-c5ac1474fa68&Prime; saved_tabs=\u00a0\u00bball\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb collapsed=\u00a0\u00bbon\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_row column_structure=\u00a0\u00bb1_2,1_4,1_4&Prime; _builder_version=\u00a0\u00bb4.25.1&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb1_2&Prime; _builder_version=\u00a0\u00bb4.25.1&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_signup mailchimp_list=\u00a0\u00bbundefined|undefined|\u00a0\u00bb first_name_field=\u00a0\u00bboff\u00a0\u00bb last_name_field=\u00a0\u00bboff\u00a0\u00bb title=\u00a0\u00bbRecevez les actualit\u00e9s\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bb267c25d1-56d7-4e9d-b89a-5954852abd2d\u00a0\u00bb header_font=\u00a0\u00bbPoppins||||||||\u00a0\u00bb header_font_size=\u00a0\u00bb34px\u00a0\u00bb body_font=\u00a0\u00bbPoppins||||||||\u00a0\u00bb form_field_font=\u00a0\u00bbPoppins||||||||\u00a0\u00bb button_text_color=\u00a0\u00bb#19879F\u00a0\u00bb button_font=\u00a0\u00bbPoppins|700||on|||||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_signup][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_4&Prime; _builder_version=\u00a0\u00bb4.25.1&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_heading title=\u00a0\u00bbVous souhaitez structurer votre strat\u00e9gie marketing B2B ? Parlons-en.\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bb4a4362b9-58b9-4781-ab39-3a2e04e74569&Prime; title_font=\u00a0\u00bbPoppins||||||||\u00a0\u00bb title_text_color=\u00a0\u00bb#FFFFFF\u00a0\u00bb custom_margin=\u00a0\u00bb||10px||false|false\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_heading][et_pb_image src=\u00a0\u00bbhttps:\/\/www.cvs-marketing.com\/wp-content\/uploads\/2025\/02\/brochure4.webp\u00a0\u00bb title_text=\u00a0\u00bbbrochure4&Prime; url=\u00a0\u00bbhttps:\/\/www.cvs-marketing.com\/wp-content\/uploads\/2025\/01\/catalogue-cvs-marketing.pdf\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbb06ff107-af3a-4fc9-8be3-387a8b76f7e6&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_image][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_4&Prime; _builder_version=\u00a0\u00bb4.25.1&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_heading title=\u00a0\u00bbAccompagnements\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bb4a4362b9-58b9-4781-ab39-3a2e04e74569&Prime; title_font=\u00a0\u00bbPoppins||||||||\u00a0\u00bb title_text_color=\u00a0\u00bb#FFFFFF\u00a0\u00bb custom_margin=\u00a0\u00bb||8px||false|false\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bb1cce7585-bfbe-4c72-872c-d0b2716a0440&Prime; text_font=\u00a0\u00bbPoppins||||||||\u00a0\u00bb text_font_size=\u00a0\u00bb14px\u00a0\u00bb custom_margin=\u00a0\u00bb||8px||false|false\u00a0\u00bb link_option_url=\u00a0\u00bbhttps:\/\/www.cvs-marketing.com\/conseil-en-strategie-marketing\/\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p>Consulting en Strat\u00e9gie<\/p>\n<p>[\/et_pb_text][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bb1cce7585-bfbe-4c72-872c-d0b2716a0440&Prime; text_font=\u00a0\u00bbPoppins||||||||\u00a0\u00bb text_font_size=\u00a0\u00bb14px\u00a0\u00bb custom_margin=\u00a0\u00bb||8px||false|false\u00a0\u00bb link_option_url=\u00a0\u00bbhttps:\/\/www.cvs-marketing.com\/direction-marketing-externalisee\/\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p>Planification op\u00e9rationnelle<\/p>\n<p>[\/et_pb_text][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bb1cce7585-bfbe-4c72-872c-d0b2716a0440&Prime; text_font=\u00a0\u00bbPoppins||||||||\u00a0\u00bb text_font_size=\u00a0\u00bb14px\u00a0\u00bb custom_margin=\u00a0\u00bb||5px||false|false\u00a0\u00bb link_option_url=\u00a0\u00bbhttps:\/\/www.cvs-marketing.com\/agence-marketing-digital\/\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p>G\u00e9n\u00e9ration de Leads<\/p>\n<p>[\/et_pb_text][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bb1cce7585-bfbe-4c72-872c-d0b2716a0440&Prime; text_font=\u00a0\u00bbPoppins||||||||\u00a0\u00bb text_font_size=\u00a0\u00bb14px\u00a0\u00bb custom_margin=\u00a0\u00bb||8px||false|false\u00a0\u00bb link_option_url=\u00a0\u00bbhttps:\/\/www.cvs-marketing.com\/marketing-digital-creation-de-contenus-marketing-content\/\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p>Communication Multicanale<\/p>\n<p>[\/et_pb_text][et_pb_button button_url=\u00a0\u00bbhttps:\/\/www.cvs-marketing.com\/contact\/\u00a0\u00bb button_text=\u00a0\u00bbContact\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbe7f49624-b448-4361-8fc5-de8e93a26484&Prime; button_text_color=\u00a0\u00bb#19879F\u00a0\u00bb button_font=\u00a0\u00bbPoppins|700||on|||||\u00a0\u00bb custom_margin=\u00a0\u00bb30px||16px||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_button][et_pb_button button_url=\u00a0\u00bbhttps:\/\/www.cvs-marketing.com\/wp-content\/uploads\/2025\/01\/catalogue-cvs-marketing.pdf\u00a0\u00bb button_text=\u00a0\u00bbCatalogue\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bb7d976c61-c073-4b42-a6df-2a84b50bb4fe\u00a0\u00bb button_font=\u00a0\u00bbPoppins|700||on|||||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>O\u00f9 vont vraiment les budgets et comment les entreprises s\u2019adaptent en 2025. Le marketing B2B a longtemps \u00e9t\u00e9 per\u00e7u comme plus conservateur que son pendant B2C, souvent centr\u00e9 sur les salons professionnels, les brochures techniques et les rendez-vous physiques. Pourtant, la r\u00e9alit\u00e9 de 2025 bouscule cet \u00e9quilibre. L&rsquo;\u00e9volution rapide des comportements d&rsquo;achat, l&rsquo;explosion des canaux [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"2880","inline_featured_image":false,"footnotes":""},"categories":[77],"tags":[],"class_list":["post-3721","post","type-post","status-publish","format-standard","hentry","category-sales-enablement-relation-client"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>D\u00e9penses marketing B2B : o\u00f9 vont vraiment les budgets - CVS Marketing - Agence Conseil en Marketing BtoB<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.cvs-marketing.com\/en\/b2b-marketing-expenditure-budgets\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"D\u00e9penses marketing B2B : o\u00f9 vont vraiment les budgets - CVS Marketing - Agence Conseil en Marketing BtoB\" \/>\n<meta property=\"og:description\" content=\"O\u00f9 vont vraiment les budgets et comment les entreprises s\u2019adaptent en 2025. 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