B2B marketing budgets are declining

The German Association of Industrial Communication (BVIK) has now published the new study “B2B Marketing Budgets 2025”.

For the first time in five years, the results show a decline in budgets: compared to 2024, industrial companies have an average of 3,1 percent less funding at their disposal.

At the same time, external costs are rising noticeably. This is a development that Scope of the marketing departments further restricts.

External costs rise significantly

According to the survey, 87 percent of marketing managers report rising prices for services, an average increase of 17 percent.

Only 27 percent expect growing budgets for external contracts over the next three years.

These figures make it clear that the economic situation has a massive impact on planning security.

Efficiency and clear priorities

Tighter budgets lead to a greater focus on efficiency and strategic prioritization.

Lead generation, company website, marketing automation, and brand and positioning will be at the top of the agenda in 2025.

Despite cuts, the distribution remains largely constant: almost 40 percent of the budgets flow into trade fairs, customer events and external events, followed by Paid Media and the website.

Quotes from the study

“The prioritization shows that personal exchange and digital presence are still the stable pillars of B2B marketing,” explains Ramona Kaden, Managing Director of BVIK.

Employee training is also becoming more important. "Investments in marketing skills and automation are crucial to ensuring budgets deliver measurable results even under pressure," Kaden continues.

The study's scientific supervisor, Prof. Dr. Hannes Huttelmaier, emphasizes: "In times of tighter leeway, the quality of allocation is crucial. Those who prioritize budgets according to their own growth logic and strengthen competencies will achieve an impact even under more difficult conditions."

Adaptability is key

The BVIK 2025 study makes it clear that B2B marketing is facing a phase of increased uncertainty. Read also: What exactly is B2B PR?

And things are likely to get even worse in the coming year, given the current conditions. Declining budgets and rising external costs require flexibility, adaptability, and clear strategies.

Companies that consistently deploy their resources along the lines of demand, infrastructure, and differentiation will still be able to operate successfully in 2025.

Sierks Media / © Photo: Emil Kalibradov, Unsplash