This is the second installment of our biannual “UK Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

CMOs are confronting AI fatigue by refocusing on human creativity and trust. As automation accelerates, leaders are rebalancing efficiency with authenticity to restore credibility and performance.

In 2026, marketing success will hinge on visibility, credibility, and governance. AI-led discovery is redefining how B2B buyers find brands, human influence is reshaping how marketers build trust, and data governance is powering growth.

With tighter rules looming for D2C drug ads, pharma must strengthen its marketing efforts to healthcare professionals (HCPs). Delivering data-driven outreach and credible clinical content on digital channels that physicians frequent will be key to sustaining drug awareness and prescriptions amid declining HCP access.

Video is now core to B2B marketing. This report shows how trust-building through creators, as well as increased AI use, are supporting video’s rise—and how to link performance to pipeline despite rising costs and resource gaps.

B2B digital ad spending is rising as marketers lean into formats that build visibility and engagement. Video and display are growing faster than search, reshaping strategies to reach decision-makers.

How can B2B buyers calibrate their ad spending and budget allocations against the market, and how can media companies and solution providers assess whether their ad revenues are in line with industry trends?

This latest installment of our quarterly “Ad Spending Benchmarks” series helps ad buyers and sellers calibrate their spending and revenue mix against the market.

B2B marketing data spending is rising as marketers prioritize strategies that improve ROI, enable AI, and fuel pipeline growth. Trusted data sources and integrated tools are helping teams optimize segmentation, compliance, and campaign performance.

Efficiency, ROI, and AI integration are now driving B2B martech buying decisions. Marketers are consolidating stacks, prioritizing automation, and investing in tools that deliver measurable performance gains.

B2B social media has evolved from an awareness tool into a central part of how brands build trust, influence buying decisions, and drive business growth. AI, video, and influencer marketing are reshaping strategies and raising expectations for measurable impact.

B2B marketers are under pressure to prove event ROI. B2B events are a key channel for driving engagement and building pipeline—but the pressure to prove ROI is increasing. Event participation must be strategic and aligned with clear business outcomes. This report reveals 10 data-backed best practices to help sponsors and exhibitors boost engagement, generate pipeline, and turn event participation into measurable business results.

In this report, CMOs share how they’re transforming influencer strategies to deliver business impact—and what solution providers can do to help.

This is the first installment of our biannual “UK Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

As AI changes how buyers discover content, B2B brands have an opportunity to gain visibility. This report explores how SEO strategies can evolve to meet AI-powered search and why structured, trusted content wins.

B2B influencer marketing has become a key strategy for driving trust and engagement. Buyers turn to industry experts, micro-influencers, and thought leaders for credible insights. Marketers should use video and events to maximize reach as well as AI for efficiency and measurable ROI.

AI is transforming B2B content marketing, but trust and differentiation remain critical. Buyers seek authenticity from peers, influencers, and industry experts. Marketers must balance AI, human expertise, and bold strategies to drive engagement and growth in 2025.

B2B ecommerce growth is outpacing B2B product and electronic sales growth. And ecommerce site sales are taking an increasing share of the market. Macroeconomic conditions, buyers’ preferences, and AI use are fueling increased digital transactions, particularly through third-party marketplaces.

CMOs are mastering brand bravery to stand out in competitive markets. Through bold strategies, innovative campaigns, and authentic storytelling, they balance daring moves with trust and integrity. In this report, four leading CMOs share how they transform risks into impactful brand actions.

The top B2B marketing trends in 2025 include AI-driven insights, first-party data strategies, and balancing automation with authenticity. In this report, marketers and agencies can learn how to embrace these evolving strategies in order to boost engagement, trust, and ROI.

Here are five charts on the size of and outlook for the B2B digital ad market worldwide and in 13 individual countries.

B2B marketers are embracing genAI-powered tools to enhance the effectiveness of their marketing initiatives. Marketing teams can use this technology in six valuable ways to drive better outcomes.

This is the second installment of our quarterly “Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

How can ad buyers calibrate their B2B ad spending and budget allocations against the market, and how can publishers and solution providers assess whether their ad revenues are in line with industry trends?

CMOs are using AI tools to transform marketing by enhancing creativity, optimizing campaigns, and streamlining operations. AI will shape marketing's future, but strategic implementation, data privacy, and bias remain hurdles for widespread adoption.