{"id":10772,"date":"2026-02-06T18:39:05","date_gmt":"2026-02-07T00:39:05","guid":{"rendered":"https:\/\/attentionmedia.io\/?p=10772"},"modified":"2026-02-06T18:39:05","modified_gmt":"2026-02-07T00:39:05","slug":"us-b2b-marketers-have-the-biggest-budgets-and-the-lowest-confidence","status":"publish","type":"post","link":"https:\/\/attentionmedia.io\/?p=10772","title":{"rendered":"US B2B marketers have the biggest budgets and the lowest confidence"},"content":{"rendered":"
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U.S. B2B marketers are dealing with a paradox: they\u2019re spending more than anyone else, but feeling less certain about the return.<\/p>\n

Over half (55%) of U.S. marketers reported budget increases in 2026, while 37% were asked to make cuts \u2014 most of them under 10%, according to 10Fold\u2019s \u201cThe 2026 Marketing Budget Blueprint, Part II.\u201d But even with the largest budgets of any region, U.S. marketers reported the lowest confidence<\/em> in meeting growth targets.<\/p>\n

That disconnect is striking. The data suggests that after aggressive investment in 2025, some marketing programs may have outpaced market demand. Leaders are now left wondering whether spend levels are truly sustainable \u2014 or if they need to recalibrate for efficiency.<\/p>\n

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U.S. marketers are betting big on brand, content and AI<\/h2>\n

Despite those doubts, U.S. marketers aren\u2019t shying away from bold investments. They are leaning into long-term plays \u2014 especially content and brand building \u2014 which together account for 15.8% of overall spend. That\u2019s not just a branding push; it\u2019s likely part of a growing strategy to capture organic traffic from AI-generated search (LLMs and beyond).<\/p>\n

Dig deeper: The future of DAM is intelligent, integrated and essential<\/a><\/em><\/strong><\/p>\n

Product marketing and lead generation are holding steady and being funded at similar levels. But the standout trend is AI. U.S. companies are leading in investment in AI tools designed to scale product marketing and research \u2014 a clear signal that automation and insight generation are now baked into growth strategies.<\/p>\n

Still, there\u2019s a wrinkle.<\/p>\n

Leadership, marketing don\u2019t always agree on AI\u2019s payoff<\/h2>\n

Even as AI budgets grow, there\u2019s rising tension around expectations.<\/p>\n

In the U.S., 27% of marketing leaders believe senior leadership overestimates what AI will actually deliver in terms of financial impact and productivity gains. That disconnect isn\u2019t unique to the U.S., but it\u2019s more pronounced than in the UK (23%) or Germany (where most marketers \u2014 71% \u2014 say their C-suite has a realistic<\/em> view of AI\u2019s upside).<\/p>\n

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Fuel up with free marketing insights.<\/p>\n<\/div>\n

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Email:<\/p>\n<\/div>\n

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The post US B2B marketers have the biggest budgets and the lowest confidence<\/a> appeared first on MarTech<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"

U.S. B2B marketers are dealing with a paradox: they\u2019re spending more than anyone else, but feeling less certain about the return. Over half (55%) of U.S. marketers reported budget increases in 2026, while 37% were asked to make cuts \u2014 most of them under 10%, according to 10Fold\u2019s \u201cThe 2026 Marketing Budget Blueprint, Part II.\u201d … <\/p>\n

Read more “US B2B marketers have the biggest budgets and the lowest confidence”<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-10772","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"featured_media_urls":{"thumbnail":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-05-at-12.27.51-PM.png",0,0,false],"medium":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-05-at-12.27.51-PM.png",0,0,false],"medium_large":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-05-at-12.27.51-PM.png",0,0,false],"large":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-05-at-12.27.51-PM.png",0,0,false],"1536x1536":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-05-at-12.27.51-PM.png",0,0,false],"2048x2048":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-05-at-12.27.51-PM.png",0,0,false],"inspiro-featured-image":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-05-at-12.27.51-PM.png",0,0,false],"inspiro-loop":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-05-at-12.27.51-PM.png",0,0,false],"inspiro-loop@2x":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-05-at-12.27.51-PM.png",0,0,false],"portfolio_item-thumbnail":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-05-at-12.27.51-PM.png",0,0,false],"portfolio_item-thumbnail@2x":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-05-at-12.27.51-PM.png",0,0,false],"portfolio_item-masonry":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-05-at-12.27.51-PM.png",0,0,false],"portfolio_item-masonry@2x":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-05-at-12.27.51-PM.png",0,0,false],"portfolio_item-thumbnail_cinema":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-05-at-12.27.51-PM.png",0,0,false],"portfolio_item-thumbnail_portrait":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-05-at-12.27.51-PM.png",0,0,false],"portfolio_item-thumbnail_portrait@2x":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-05-at-12.27.51-PM.png",0,0,false],"portfolio_item-thumbnail_square":["https:\/\/martech.org\/wp-content\/uploads\/2026\/02\/Screenshot-2026-02-05-at-12.27.51-PM.png",0,0,false]},"_links":{"self":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts\/10772","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=10772"}],"version-history":[{"count":0,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts\/10772\/revisions"}],"wp:attachment":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=10772"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=10772"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=10772"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}