bvik Study 2025: Marketing Budgets Decline for the First Time in Five Years – Lead Generation, Websites, and Marketing Automation Remain Top Priorities

The latest bvik study “B2B Marketing Budgets 2025” provides key insights into the development and allocation of budgets in B2B marketing. For the first time in five years, the average marketing budget has decreased year-over-year – by 3.1 % on average. Adjusted for rising costs of external services, the decline is even more significant.

According to the study, marketing budgets in 2025 account for 1.3 % of revenue on average in the respective business areas. While 44 % of companies expect stable budgets over the next three years, 27 % anticipate an increase and 19 % a decrease. This highlights the continued uncertainty across the industry.

How companies allocate their budgets

The largest share of external budgets is still dedicated to trade fairs, customer events, and external conferences, followed by paid media and company websites. Despite cautious forecasts, trade fairs remain a central tool for lead generation.

Focus on building competencies

Companies are increasingly investing in marketing automation skills. Training and professional development are also gaining strategic importance: many businesses rely on systematic qualification programs to prepare employees for the challenges of digital transformation.

Priorities for 2025

B2B marketers have outlined clear focus areas: lead generation, websites, marketing automation, and brand positioning. This combination represents a triad of short-term demand generation, digital infrastructure, and long-term differentiation.

The study’s authors emphasize that in times of tighter budgets, the quality of allocation is crucial. Companies that prioritize spending based on their growth logic and invest in targeted competencies will be able to achieve impact even under challenging conditions.