B2B Tech Firms Now Spend at Least $1M a Year on Marketing

B2B technology companies are now spending at least $1 million annually on marketing, according to new research. The study found that 90% of tech firms generating $100 million in revenue operate with marketing budgets of $1 million or more, signaling that large-scale marketing investment has become the norm rather than the exception.

The 2026 B2B Marketing Budget Blueprint, based on a survey of 400 senior marketing leaders across the U.S. and Europe, also revealed that nearly half (49%) of companies earning $50 million in revenue are spending $1 million on marketing services and technology. The findings suggest that as companies grow, their marketing budgets increase proportionally.

Across industries and regions, companies share similar spending priorities. Brand awareness ranks as the top focus, accounting for roughly 15–17% of total marketing budgets. Lead generation and product marketing follow closely, each receiving about 13–15% of overall spend. Marketing leaders are facing more complex decisions due to expanding data sources and higher expectations for performance.

The research highlights a broader shift away from short-term, volume-driven campaigns toward long-term brand visibility and structured go-to-market strategies. This change is being accelerated by artificial intelligence and large language models, which are reshaping how buyers research and evaluate vendors.

Regional differences were also noted. U.S. marketers manage some of the largest budgets, with 27% overseeing more than $10 million annually. However, they reported lower confidence about future increases, with some anticipating budget cuts in 2026. In contrast, marketers in Germany and the UK expressed stronger optimism about budget growth.

Certain industries stand out for higher spending. Cybersecurity firms lead in marketing investment, driven by the need for strong brand trust and third-party validation. Meanwhile, AI companies report some of the largest budgets overall, though many expect tighter spending next year.

The research concludes that marketing is increasingly seen as a core driver of growth, revenue, and customer retention, especially as companies scale and prepare for public offerings or acquisitions.