6 in 10 B2B organisations expect growth in marketing budgets next year 

They believe their “financial fluency” investment will finally pay off.

Optimism has returned in the B2B sector, with around two-thirds of senior B2B marketing leaders (64%) expecting growth in their budgets over the next year.

According to LinkedIn, the return of optimism in the sector has pushed most (82%) B2B brands to increase the use of Generative AI.

B2B brands said they plan to increase their use of Generative AI to increase efficiency and focus on higher-value work (59%) and generate more content in less time (50%)

Meanwhile, the study also found that seven in 10 chief financial officers (CFOs) from B2B organisations also feel optimistic about marketing’s ability to drive revenue in the year ahead.