Leaving 2025 in the rearview: What it means for marketers in 2026

Amid economic uncertainty, shifting political policies affecting business costs, and a fast-moving tech space, 2025 proved to be a difficult year for marketers across industries. Many organizations faced constrained budgets and reductions in force, creating ripple effects throughout marketing teams. In fact, an InMarket 2026 Predictions survey found that 18% of marketers quoted limited budgets and resources as their biggest obstacle heading into 2026.

These pressures extended beyond financial constraints. Operationally, the CMO Alliance Future of Marketing Report 2025 identified two primary challenges marketers faced in 2025: integrating new tools into existing systems (40.6%) and measuring ROI to meet marketing goals (41.7%). These two factors are continuing to plague companies this year as well.

What do marketing budgets look like in 2026 amid ongoing challenges?

A survey of 400 senior marketing executives across the U.S. and Europe conducted by 10Fold suggests a shift in outlook. According to the research, confidence is returning as marketing leaders better understand the relationship between marketing investment and overall business growth.

Case in point, 69% of respondents said they expect their marketing budgets to increase in 2026. But by how much? 42% anticipate budget growth of 5–10%, while another 10% project increases of 11% or more. Among those surveyed, 57% already reported annual marketing budgets between $1 million and $10 million.

With budgets and confidence rising in 2026, where are marketing leaders focusing investments to drive the greatest impact?

"One thing for certain: there will still be a lot of economic fluctuation this year, but I am glad to see spending shifting back to marketing. I believe there is unmet demand in the marketplace and that by leveraging KPIs and insights, we can continue to drive positive business outcomes in these uncertain times." –Katie Desmond, Partner & CRO, Imarc

Marketing technology stacks remain a priority for investment in 2026. Propolis’ B2B Marketing Forecast found that marketing technology investment grew from 22% of budget in 2023–24 to 26% in 2025–26, despite overall declines in marketing spend last year. In fact,  Steel Marcin, found that 67% of B2B marketers currently use AI for personalization in their work, and in 2026, that number is only climbing. 

The Propolis report also confirms that reliance on agencies for specialized capabilities is increasing, with digital advertising support jumping from 54% to 70% of organizations. Forrester confirmed this by arguing that three-quarters of enterprise B2B organizations are expanding budgets for fact-based insights from analysts and subject-matter experts to support buying decisions. 

When looking at specific initiatives, Propolis found that social media marketing spend is set to increase from 14% to 16% for the upcoming year, while investment in digital and web initiatives and content creation remained foundational at 15% of the budget. Beyond maintaining consistent investment levels, the research reinforced the importance of these activities by showing a significant increase in ROI. The index reported that returns on content creation and digital and web initiatives rose from 3:1 to 5:1, helping organizations overcome the longstanding challenge of tying marketing spend directly to revenue.

An article by Business Wire confirmed these results, arguing that brand awareness and content marketing lead the marketing spend share at 16% with lead generation (13.7%) and product marketing (13.2%) not far behind. 

 A few things remain clear: 

• Confidence in marketing investments is growing, with budgets expected to increase in 2026.
   
• Marketing tech stack remains a priority, with the majority of B2B organizations already utilizing AI in some form of personalization
   
• Budget allocation is increasingly focused on ROI, with investment in proven marketing technologies such as AI and digital platforms, alongside content, social media, and brand initiatives.
   
• More organizations are turning to digital agencies for specialized capabilities, relying on deep subject-matter expertise to support focused investments.

The pressure is still on for marketers in 2026, especially in the B2B space, but the focus points are shifting. There is no one-size-fits-all approach; what works for one organization may not work for another. If you’re looking for guidance on where to invest your marketing dollars for maximum success, we are here to help. Just say hello!