Everyone has a prediction about the future of B2B marketing.
AI is reshaping how teams work. Budgets remain under pressure. Marketers are being asked to prove their impact on revenue, while buyers research, evaluate, and make decisions in new ways.
Ask ten experts what matters most, and you may get ten different answers. Some point to AI. Others focus on lead generation, attribution, budget constraints, or changing buyer behavior. But one thing is clear: expectations are rising, and B2B marketers need to be ready for what comes next.
The challenge isn’t a lack of opinions. It’s a lack of reliable data.
One company’s experience only tells part of the story. What’s more useful is seeing the patterns across B2B marketers: what they’re prioritizing, where they’re investing, what they’re struggling with, and how their plans are changing.
That’s why Sagefrog conducts the B2B Marketing Mix Survey each year. We ask real B2B marketers what they’re seeing in the field, then turn those insights into a meaningful industry benchmark.
Now, we’re gathering insights for the 2027 B2B Marketing Mix Report, and we want to hear from you.
What We Learned from B2B Marketers So Far
Each year, Sagefrog’s B2B Marketing Mix Report gives marketers a clearer picture of what’s happening across the industry. As an annual benchmark, the report helps B2B marketers understand the trends, priorities, challenges, and opportunities shaping strategy, from budget planning and channel performance to lead generation, technology adoption, and sales alignment.
The 2026 B2B Marketing Mix Report pointed to several important signals that continue to shape marketing conversations today.
- Lead quality matters more than lead volume. B2B marketers are increasingly focused on generating better leads, not just more leads. While top-of-funnel activity still has a role to play, quality, conversion rates, and pipeline contribution have become stronger indicators of marketing success.
- AI moved from experimentation to investment. AI adoption accelerated across marketing teams as companies began moving beyond early testing and into more intentional investment. From improving efficiency to supporting productivity, AI tools are becoming a more strategic part of the modern marketing
- Sales and marketing alignment continues to drive results. Companies with stronger sales and marketing alignment reported better outcomes. Still, many companies continue to struggle with shared goals, connected reporting, and visibility across the full lead-to-revenue process.
- Budgets are growing, but accountability is increasing. Marketing budgets increased for many companies, but so did expectations around ROI and revenue impact. As investment grows, leadership teams want a clearer understanding of how marketing contributes to pipeline, revenue, and long-term business growth.
The question for 2027 is whether these trends are continuing, accelerating, or changing direction.
Help us find the answers. Take the survey now and eligible participants will be entered into a drawing to receive a $100 Amazon gift card.
The B2B Marketing Questions We’re Exploring in 2027
The 2027 B2B Marketing Mix Survey is designed to dig deeper into the issues shaping B2B marketing strategy today. This year, we’re exploring the areas marketers are talking about most, and where better data can lead to better decisions.
- AI adoption and readiness. How are marketers using AI today, and how prepared do they feel to use it effectively? Are teams confident in their AI strategies, or are they still figuring out where these tools fit into their workflows?
- Revenue and attribution. Can marketing teams confidently connect their efforts to measurable business outcomes? Attribution is rarely simple, especially in complex B2B buying cycles with multiple decision-makers, long sales processes, and many touchpoints along the way.
- Lead quality. Are companies generating the right leads or simply more leads? As marketers look beyond top-of-funnel volume, the survey explores how teams are thinking about fit, intent, conversion, and sales readiness.
- Budget and investment priorities. Where are marketers investing, and what’s driving those decisions? We’re looking at which channels, tools, and tactics are gaining momentum, as well as how revenue goals, leadership expectations, market conditions, and buyer behavior are influencing spend.
- Sales and marketing alignment. How aligned are teams when it comes to driving growth? Since alignment looks different from company to company, we want to understand where teams are making progress and where gaps still exist.
Why B2B Marketing Survey Participation Matters
Industry benchmarks are only valuable when they reflect real experiences from real marketers.
By participating in the 2027 B2B Marketing Mix Survey, you help create a clearer picture of where B2B marketing is headed. Your perspective contributes to a report built from the experiences, challenges, and priorities of real B2B marketers.
When enough marketers share what they’re seeing, individual experiences become industry insight. That’s what makes the B2B Marketing Mix Report valuable. It helps marketers understand not just what they think, but how their priorities compare to the broader B2B market.
That benchmark data helps marketers compare their strategies to peers, validate investment decisions, identify emerging trends, and improve planning and decision-making.
It can also help answer questions like:
- Is our budget in line with other B2B companies?
- Are our biggest challenges common across the industry?
- Are we ahead or behind in AI adoption?
- Are other teams struggling with attribution, lead quality, or sales alignment, too?
Those answers matter because they give marketers more than a gut check. They provide context.
When you can compare your priorities and challenges to those of your peers, it becomes easier to make informed decisions, advocate for resources, and build strategies that reflect what’s actually happening in the market.
Help Shape the Future of B2B Marketing
The B2B marketing industry doesn’t need more opinions. It needs more data.
More specifically, it needs a clearer view of the common priorities, challenges, investments, and plans shaping the year ahead.
By sharing your perspective, you can help shape the 2027 B2B Marketing Mix Report and contribute to one of the industry’s longest-running B2B marketing benchmarks.
Your insights will help marketers better understand where the industry is going, what’s changing, and how teams can plan more confidently.
As a thank-you for contributing your perspective, eligible participants will be entered into a drawing to receive a $100 Amazon gift card.
Take the 2027 B2B Marketing Mix Survey today and help give B2B marketers a clearer benchmark for the year ahead: https://www.surveymonkey.com/r/QZNQJKZ
