Estimated Marketing Budget Allocations** 19% 16% 2% 12% 17% 11% 14% 10% B2B Estimated Marketing Budget Allocations 2% 22% 17% 15% 19% 12% 12% B2C Advertising Content Tools and technology People Events and sponsorships Agency support Account-based marketing Other Base: CMOs and VPs of marketing **Includes: B2B and B2B2C marketers S A L E S F O R C E 10 [ bb   I $  B  W :  b - C % ŧ9 T H E DI T I O N Ad Spend Remains Marketers' Biggest Line Item *Salesforce State of Marketing, November 2022 Marketing teams are tasked with making the most of limited budgets. The largest portion of marketing funds is spent on winning mindshare via advertising. In fact, advertising spend jumped three percentage points for B2B marketers and four percentage points for B2C marketers since 2022* — reflecting the fierce competition for brand awareness. In contrast, B2B and B2C marketers saw a three percentage point decrease in event and sponsorship budget allocations, suggesting teams are looking to improve visibility without the overhead of in-person activities. While at least one-tenth of budgets is dedicated to agency support, both B2B 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. Advertising Priorities Grow Across B2B and B2C