Key stat: Over a third (34.5%) of US B2B enterprise marketers believe there will be greater pressure to prove every dollar’s ROI in real-time in the coming year, according to a March 2025 survey from EMARKETER and StackAdapt.

Beyond the chart:

• Paid search (39.1%) and paid social (26.4%) are the top areas of digital marketing investment among US B2B enterprise marketers, according to the same survey.
• Over three-quarters (77.3%) of B2B marketers use past performance to determine budget allocation across marketing channels, outpacing meeting campaign goals (62.7%) and experimentation and A/B testing (42.7%), per EMARKETER/StackAdapt data.

Use this chart: B2B marketers should double-down on attribution tools to track ROI in real time, evaluate AI platforms that optimize spend and performance, and prioritize measurable outcomes while maintaining a focus on brand equity.

Related EMARKETER reports:

• B2B SEO and the Shift to AI-Driven Search (EMARKETER subscription required)
• B2B Content Marketing (EMARKETER subscription required)

Note: Respondents were asked, “What’s the biggest shift you predict for B2B marketing in the next year? Pick one.”

Methodology: Data is from the May 2025 EMARKETER and StackAdapt report "B2B Enterprise Advertising Survey." 110 US B2B enterprise brand and agency marketers were surveyed during March 2025. Respondents included 14.5% C-level executives (CIO, CTO, COO, CMO, etc.), 6.4% presidents, founders, or CEOs and 79.1% executive vice presidents, senior vice presidents, or vice presidents. No respondents were director level or below. Data reflects responses from senior marketing and executive leadership roles at B2B enterprises, ensuring insights are representative of strategic decision-makers.