B2B marketers are increasing ad investments despite challenges with ad waste and targeting. In addition, the B2B buyer journey is evolving, requiring marketers to find new ways to connect with customers. To maximize ROI, B2B marketers should consider account-based marketing to improve targeting or leverage AI to optimize and personalize campaigns.

Here are five key takeaways on how B2B marketing is evolving, based on a recent report commissioned by Demandbase in partnership with EMARKETER.

1. B2B ad budgets are growing, but so is ad waste

B2B marketing budgets have increased, with 64.9% of marketers surveyed reporting higher budgets in 2025.

• However, this growth is accompanied by significant ad waste. Over half (58.0%) of respondents identified waste as a major concern, with 52.4% estimating losses between 16% and 45% of their total budget.
• Effectively managing spending through improved targeting and measurement will be crucial.

2. Targeting and journey mapping remain key challenges

Reaching the right buying groups remains a top challenge for 50.2% of marketers.

• Over a third (39.0%) believe their current B2B advertising is somewhat or not at all effective in reaching the right audience and only 17.3% of respondents have fully mapped their customer journey stages.
• Enhanced journey mapping and audience segmentation can reduce ad waste and increase campaign effectiveness.

3. Building relationships is critical in B2B marketing

With long sales cycles and complex decision-making processes, relationship-building is crucial.

• Over a third (37.7%) of marketers identified the extended sales cycle as a challenge to maximizing ROI. Networking and relationship-building were cited as more effective in B2B than in B2C by 52.8% of respondents.
• Account-based marketing (ABM) and personalized engagement can help marketers connect meaningfully with potential buyers.

4. Social media and digital channels are key investment areas

Social media, especially LinkedIn, remains a leading platform for B2B marketing.

• Nearly two-thirds (65.4%) of marketers use LinkedIn most frequently for B2B marketing.
• 49% of B2B marketers worldwide identify social media advertising/promoted posts as the most effective paid channel, according to August 2024 data from MarketingProfs and the Content Marketing Institute.
• Email marketing and paid search also remain essential components of successful B2B strategies.

5. AI is enhancing efficiency and personalization

AI adoption is rising, with 48.5% of marketers using it for content creation and optimization, and 44.6% leveraging AI for data-driven insights.

• AI’s ability to analyze large datasets, predict buyer behavior, and deliver personalized content is transforming how B2B marketers operate.
• Implementing AI-driven tools can streamline workflows, optimize targeting, and enhance customer engagement.

Download the full report here.

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