The 2026 B2B Marketing Forecast from Propolis and B2B Marketing is a data-led view of how high-performing tech marketing teams are adapting to tighter budgets, higher performance pressure, and rapid organizational change.
Based on real-time benchmark data from senior marketing leaders across the US and UK, this report reveals where budgets are moving, which channels are delivering real returns, and how marketing teams are being reshaped for the year ahead.
If you are responsible for growth, performance, or team strategy, this report shows what is changing and what to do next.
What You Will Learn
This report goes beyond trend headlines. Inside, you will find clear benchmarks and practical insights you can use immediately, including:
- Why marketing budgets have fallen from 9% of revenue to 6% in just two years, and how leading teams are responding
- How ROI expectations have doubled across key channels, with some activities now expected to deliver 5:1 to 6:1 returns
- Where marketing technology investment is accelerating and why it is on track to reach 30% of total marketing budgets by 2026
- How team structures are shifting toward distributed, hybrid models without sacrificing accountability
- What this all means for acquisition, retention, pricing pressure, and long-term customer value
Every insight is backed by benchmark data from the Propolis Community Index, giving you evidence you can take straight into planning and budget conversations.
Why This Forecast Matters for Marketing Leaders working in tech organizations
Tech marketing leaders are being asked to do more with less. According to the data, 64% of marketing teams grew headcount last year, while budgets continued to decline. At the same time, activities that cannot prove ROI are being cut.
This forecast helps you:
- Benchmark your budget, ROI targets, and team model against peers
- Identify which investments are becoming non-negotiable for 2026
- Avoid falling behind as performance expectations rise to 7:1 ROI targets
- Make smarter decisions about in-house capability vs agency support
- Build a defensible strategy grounded in real market evidence, not opinion
Access the full report via the form on the right.
