Spiceworks Data Reveals 24% Surge in B2B Marketing Budgets Among Optimistic Firms

A recent report from Spiceworks reveals a significant 24% increase in B2B marketing budgets among firms anticipating business growth in the coming months. The data highlights a strong resurgence in B2B marketing investment as companies prepare to capitalize on improving economic conditions and expanding market opportunities.

According to the study, organizations that forecast a revenue bump or business expansion are proactively scaling their marketing strategies. These firms are channeling funds into digital advertising, content marketing, and ABM (account-based marketing) campaigns aimed at driving measurable outcomes.

The report also underscores a growing confidence among marketers, with many planning to invest in marketing automation, data analytics, and customer experience tools. Industries such as IT, SaaS, manufacturing, and professional services are leading the surge in spending.

Spiceworks' data serves as a clear indicator that B2B marketing is transitioning from cautious conservatism to proactive expansion—a signal that businesses are betting big on visibility, engagement, and long-term lead generation in 2025.