Budget Trends

Gartner’s 2026 digital marketing Hype Cycle frames AI spend as a governance problem, not a tooling race

Gartner’s 2026 Hype Cycle says CMOs face flat budgets, “answer engines,” and a shift toward autonomous marketing. Operators should treat AI as governed spend.

B2B marketing teams face their hardest budget-allocation test yet as AI, ABM, and intent data all compete for the same dollar

Demand Gen Report's 2026 benchmark survey is open now, asking where B2B marketing budgets are really flowing across ABM, content, intent data, and AI.

Marketing budgets hit 7.8% of revenue in 2026, but AI visibility is redirecting where the money actually flows

Marketing budgets are at their lowest share of company revenue since 2020, yet AI visibility and creator spend are quietly absorbing dollars once earmarked for

Marketing budgets are flat at 7.7% of revenue, but AI-mature companies are spending 11%

Gartner's 2026 CMO Spend Survey finds marketing budgets holding steady at 7.7% of revenue overall, while organizations with fully optimized AI processes average

B2B influencer marketing hits 85% adoption as brands shift budget toward industry experts

B2B influencer adoption jumped 34% since 2020, with new data on ROI, lead quality, and AI-driven campaign tools reshaping how enterprise marketers allocate budg