TH SALESFORCE STATE OF MARKETING, 9 EDITION 10 Advertising Priorities Grow Across B2B and B2C Ad Spend Remains Marketers' Biggest Line Item Marketing teams are tasked with making the most of limited budgets. The largest 10% 2% 2% 12% portion of marketing funds is spent on 19% 22% winning mindshare via advertising. In fact, advertising spend jumped three 14% 12% percentage points for B2B marketers B2B B2C and four percentage points for B2C Estimated Marketing Estimated Marketing marketers since 2022* — reflecting the Budget Allocations** 16% Budget Allocations fierce competition for brand awareness. 11% 17% In contrast, B2B and B2C marketers 19% saw a three percentage point decrease 17% 12% in event and sponsorship budget 15% allocations, suggesting teams are looking to improve visibility without the Advertising Events and sponsorships overhead of in-person activities. Tools and technology Account-based marketing While at least one-tenth of budgets is People Agency support dedicated to agency support, both B2B Content Other and B2C marketers have pulled back on the use of external partners since 2022, signaling marketers have less support and more work to take on themselves. Base: CMOs and VPs of marketing **Includes: B2B and B2B2C marketers *Salesforce State of Marketing, November 2022