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B2B Marketing Barometer 2026: Budget Optimism, Return of Branding and AI Usage Evolution
Key trends from the 2026 edition of the B2B marketing investment and trends barometer by Infopro Digital Media.
Each year, the B2B Marketing Investment and Trends Barometer surveys French marketing decision-makers. Key 2026 findings: budget optimism, return of branding, AI usage evolution.
Social Publishing: Amplifying B2B Campaigns on Social Networks
How to choose the right social platforms and partner media brands to reach the right B2B decision-makers and amplify campaign performance by 30-50%.
Being present on social platforms is widely established in B2B. Social Publishing lets brands broadcast campaigns in association with recognized media brands and benefit from their endorsement: +30-50% performance on average.
[Press Release] Record Audiences for Infopro Digital Media, the Essential Agency for Reaching Purchasing Decision-Makers
B2B media agency Infopro Digital Media reaches 5.9M unique visitors in December 2025, a record, with an affinity index of 181 on purchasing decision-makers.
Infopro Digital Media reaches 5.9 million unique visitors in December 2025, a record for the B2B media agency. Audience grew nearly 50% in Q4 2025.
[Press Release] Expand Live Event: The Live Stream That Multiplies Event Audience and ROI
Live streaming to broadcast B2B event speaking engagements and extend their impact beyond the day of the event.
Attracting a qualified audience to a stand or conference is a challenge, and visibility stops once the event is over. Infopro Digital Media and Eventmaker launch Expand Live Event to solve this.
B2B Events: Are You Sure You're Exploiting Your Speaking Opportunities to Their Full Potential?
Video and live streaming to maximize and extend the impact of B2B events, beyond the walls and day of the event.
78% of French B2B companies plan to invest in events in 2026. Video (live stream, replay) is the preferred way to extend reach and impact beyond the venue and the moment.
Influence: A Trust and Legitimacy Lever That Has Become Essential in B2B
87% of B2B buyers prefer content from sector experts. Discover why B2B influence is essential in 2026 and how to structure a high-performing campaign with Infopro Digital Media.
B2B buyers are increasingly less receptive to brand messages. 87% prefer content from sector experts. This is the principle of B2B influence, gaining ground in marketing plans in France.
Video & Instream: Why B2B Brands Can No Longer Wait
Video Instream, the king format in B2B: capture decision-makers' attention, target your buyers and influence their purchasing journey.
B2B brands must today overcome several challenges. While each person is exposed to 1,200+ advertising messages per day, they struggle to emerge to their audiences. Video is the king format to answer these challenges.
Guaranteed Audience: Reach Your B2B Decision-Makers Everywhere, At All Times!
Reaching your B2B decision-makers at the right time is no longer enough. Discover Infopro Digital Media's Guaranteed Audience: follow your targets throughout their navigation, on any channel.
Reaching B2B decision-makers at the right time is no longer enough. Today you need to maintain that connection over time and follow your targets throughout their navigation.
[Press Release] B2B Programmatic Advertising: Infopro Digital Media Opens Premium Inventories to Trading Desks and Agencies
Infopro Digital Media opens its premium digital inventories programmatically. Agencies and trading desks now directly access 9 million qualified B2B decision-makers.
Infopro Digital Media, the reference B2B media agency, announces the opening of its premium digital inventories programmatically, offering agencies and trading desks direct access to its decision-maker audiences.
Lead Purchasing in 2025: Complete Guide for Successful Acquisition
Lead purchasing: profitable or risky? Methods, platforms, prices and pitfalls to avoid in this complete guide.
Buying leads means obtaining contacts already interested in a product or service. These contacts are collected by specialized platforms, then sold to companies.
B2B Prospecting: Techniques, Advice and Complete Guide 2025
Best B2B prospecting techniques and tools for targeting, engaging and converting your prospects into clients through a structured and measurable approach.
B2B prospecting is essential for any company wishing to develop its client portfolio and generate qualified leads. In a competitive market, adopting effective prospecting techniques is crucial.
Infopro Digital Media Publishes the 2025 Edition of the B2B Marketing Investment Barometer
The 2025 B2B Marketing Investment Barometer by Infopro Digital Media: a survey of 355 decision-makers reviewing 2024 performance and 2025 priorities.
Short Video: A Powerful Business Driver on Social Networks
Short video has exceptional ROI and wide reach on LinkedIn. Discover the 4 factors explaining its dominance in B2B marketing toolkits, plus the new ShortCuts® offer.
B2B Data: Complete Guide to Leveraging Your Professional Data
B2B data complete guide: types, quality standards, enrichment strategies, GDPR compliance, and how to build a data-driven commercial strategy.
B2B Sales: Principles, State of Play in France and Best Practices
B2B sales: principles, state of play in France, and best practices. Key data on performance, challenges, and top-performer practices.
Trade Shows and Professional Events: Three Challenges for B2B Brands
Trade shows and professional events: 3 key challenges for B2B brands — qualified audiences, measurable ROI, and digital amplification.
The Content Marketing Grand Benchmark: Key Takeaways from 2023 and Outlook for 2024
The Content Marketing Grand Benchmark reveals B2B no longer knows who it's talking to, takes itself too seriously, and AI is disrupting its practices.
B2B Podcasts: A Neglected Format Despite Outstanding ROI
The B2B podcast reaches 43% of decision-makers with outstanding ROI, yet remains surprisingly underused. 4 CEOs share their podcast experiences.
B2B Podcast: A Powerful Communication Tool
The B2B podcast is used by 43% of American decision-makers for professional content, yet remains underused despite its outstanding ROI. Here's why.
Décarbonation2030: Towards Ecological Transition with Infopro Digital Media
France must reduce carbon emissions by 50% by 2030. Infopro Digital Media launched Décarbonation2030, a website supporting businesses and local authorities in this transition.
Leave Darkness to Ghosts… Stand Out with Our Autumn Offer!
Stories by Infopro Digital offers an exclusive autumn offer: 1 article purchased = 1 social media post offered; 1 video or white paper = 1 carousel offered.
ABM: One-to-One, One-to-Few, One-to-Many — Which Tactic to Choose?
Nearly half of global companies increased ABM budgets in 2022. The 3 tactics: One-to-One (single account), One-to-Few (cluster), One-to-Many (scale).
60 Seconds to Understand: The New Video Format by Infopro Digital Media
In 2022, 80% of global internet traffic was video. Infopro Digital Media launches a new 60-second video format explaining topics through dynamic illustrations.
'Territories & Industry': La Gazette and L'Usine Nouvelle Join Forces
La Gazette des communes and L'Usine Nouvelle partner for the 2023 Territories & Industry event to showcase best public policies for local industrial development.
Prix Moniteur de la Construction 2023: Excellence in Construction
Le Moniteur organizes the 22nd Prix Moniteur de la Construction to reward the economic, technical and societal performance of regional BTP SMEs.
Special Annual Issue AMC 2023: 'A Year of Architecture in France'
AMC, the reference architecture media brand, prepares the 2023 edition of 'A Year of Architecture in France', the annual special issue covering 100 buildings.
Le Courrier des Maires Prepares a Special Issue on Territorial Reindustrialization
Le Courrier des Maires prepares a special issue on territorial reindustrialization to equip mayors for their key role in local reindustrialization dynamics.
Focus on the 2023 Season of the Public-Private Decision-Makers Club by La Gazette des Communes
La Gazette des communes created the Public-Private Decision-Makers Club in 2022: a unique meeting space between senior local authority executives and business leaders.
LSA Organizes the 6th 100% RetailTech Conference
LSA, the reference media brand for retail professionals, organizes the 6th 100% RetailTech Conference on the latest retail technology innovations.
'Transformations': AMC Prepares a Special Issue on Urban Transformations
AMC prepares a special issue presenting 20 exemplary reversible building projects: transformed, renovated and reused buildings showcasing building reversibility.
Tech Show Construction : l’événement qui récompense l’usage de la Tech dans la construction
Discover Tech Show Construction, the hub for BIM, AI and digital innovation for BTP professionals. An event organized by Les Cahiers Techniques du Bâtiment.
Les Cahiers Techniques du Bâtiment (CTB), média du groupe Infopro Digital, vous invite à découvrir Tech Show Construction, le hub incontournable de l'innovation numérique et technologique du secteur de la construction.
Innova'Ter: 7th Edition of the Territorial Innovation Forum 2023
Le Courrier des Maires covers Innova'Ter 2023: the 7th territorial innovation forum focused on ecological transition of French local authorities.
L'Usine Digitale Covers the FIC 2023 Cybersecurity Forum
From April 5-7, 2023, the FIC (International Cybersecurity Forum) brought together CIOs and IT leaders at Lille Grand Palais, covered by L'Usine Digitale.
Event: Franchise Expo Paris 2023
Franchise Expo Paris, the world's largest franchise event, returned March 19-22, 2023 in a new configuration organized for the first time by Infopro Digital.
Franchise Expo Paris, the world's largest Franchise event, returned from March 19 to 22, 2023 in a new configuration, organized for the first time by Infopro Digital.
The Argus d'Or 2023
L'Argus de l'assurance, Infopro Digital's media brand, organizes the Argus d'Or 2023 to reward the 15 most innovative insurers in the French market.
More than a simple awards ceremony, the Argus d'Or is an opportunity to take the pulse of innovation in the insurance sector. The 2023 edition honored 15 insurers.
B2B Lead Generation Agency: Utility, Services and How to Choose
B2B lead generation agency: what they do, services offered, how to evaluate them, pricing models, and how to choose the right partner.
Lead Acquisition: Effective Strategies and Methods
B2B lead acquisition strategies: inbound, outbound, ABM, content marketing, webinars, events. How to build a diversified approach.
Participating in a Professional Event: How to Maximize Your Speaking Slot
How to maximize your speaking slot at a professional event: preparation, key message structuring, audience engagement, and networking.
[Dossier] B2B Content: A Powerful Lever to Differentiate Yourself
Comprehensive B2B content dossier: why content is a powerful lever for differentiation, strategy, formats, distribution, and measurement.
Why Implement a Content Strategy in B2B?
Why implement a B2B content strategy? Content builds authority, generates qualified leads, reduces CAC, and creates competitive advantage.
[Dossier] Brand Awareness in B2B: Challenges, ROI Impact and Best Practices
Comprehensive dossier on B2B brand awareness: challenges, ROI impact on commercial performance, and key levers to build pipeline growth.
B2B: 4 Reasons to Put Brand Voice Back at the Heart of Your Marketing
B2B brand voice matters more than ever. In an AI-content world, authentic voice is what differentiates your brand and builds long-term trust.
How French Companies Plan to Work with AI in 2024
How French companies plan to use AI in 2024: usage rates, most popular tools, main use cases, perceived ROI, and the gap between adopters and laggards.
Brand Awareness in B2B: A True Sales Facilitator
Brand awareness in B2B accelerates commercial performance: it reduces sales cycles, increases win rates, and improves customer retention.
B2B Lead Gen: How to Reconcile Your Sales Teams with Marketing Leads
How to reconcile B2B sales teams with marketing leads: shared MQL definition, regular feedback loops, SLA between teams, and joint planning.
Lead Generation: Context and Challenges for B2B Sales Teams
B2B lead generation context and key challenges for sales teams. How to bridge the gap between marketing and sales to improve pipeline quality.
B2B Sales: 3 Quick Wins to Deploy in January to Smash Your 2024
3 B2B sales quick wins to deploy in January: reactivate dormant accounts, align on priority segments, and implement structured first calls.
The B2B Sales Grand Benchmark: 2023, A Record Year?
The B2B Sales Grand Benchmark 2023: key findings on pipeline growth, quota attainment, sales cycle length, and the impact of AI on commercial performance.
Exclusive Study on Decarbonation in France: The Results
Exclusive study results on decarbonation in France: company progress, main obstacles, the role of local authorities, and key levers for acceleration.
B2B Marketing: 3 Mistakes That Undermine Your ROI
3 B2B marketing mistakes that undermine ROI: prioritizing lead gen over brand awareness, ignoring the buying committee, and poor content strategy.
The Decarbonated Mobility Study Presented at the Salon des Maires
The decarbonation study presented at the Salon des Maires 2023 reveals how French companies and local authorities approach the low-carbon transition.
Content Marketing: 4 Fatal Mistakes That Limit Your ROI
Content marketing ROI is limited by 4 fatal mistakes: no clear ICP, wrong content for buying stages, lack of distribution, and no measurement framework.
AI and Sales: 3 Tactics to Test Today!
AI is entering B2B sales. 3 tactics to test today: AI for lead scoring, AI-assisted email sequencing, and conversational AI for qualification.
Millennials and Gen Z Dominance in B2B Purchasing Decisions
Millennials and Gen Z now account for 75% of B2B purchasing decisions. How B2B companies must adapt their marketing and content strategies.
Lead Generation: 5 Success Stories Powered by Intent Data
5 B2B lead generation success stories powered by intent data: how companies identified prospects and improved pipeline quality and conversion rates.
ABM: Avoid These 3 Critical Mistakes for Your First Campaign
ABM has exploded in adoption but many first campaigns fail. Avoid these 3 critical errors that derail Account-Based Marketing campaigns.
B2B Sales: Three Trends That Will Change the Rules of the Game
B2B sales in 2023: 3 trends that will change the rules — AI tools, refocus on existing clients, and Customer Success Management as retention driver.
ChatGPT: 4 Powerful Applications for B2B Marketing
ChatGPT has arrived and it's disrupting B2B marketing. Discover 4 powerful applications: competitive intelligence, content, lead research, and sales scripts.
The Relentless Race for MarTech
The MarTech market has exploded to over 11,000 tools in 2023, yet most companies use only a fraction of their capabilities. The right approach explained.
Getting Started with Account-Based Marketing: 3 Critical Mistakes to Avoid
Avoid these 3 critical mistakes when getting started with Account-Based Marketing: over-scoping, poor account selection, and Sales-Marketing misalignment.
CMOs and B2B Marketers: 3 Major Challenges for 2023
In 2023, CMOs and B2B marketers face 3 major challenges: optimizing existing client revenue, proving ROI in CFO language, and influence marketing.
The Art of Personal Branding in B2B
In B2B, humans always make the final decision. Personal branding builds credibility and trust that drive commercial performance for B2B professionals.
Inbound Marketing and ABM: The Winning Combination
ABM and Inbound Marketing are complementary strategies. ABM targets high-potential accounts; Inbound generates organic leads. Combined, they boost performance.
Account-Based Marketing (ABM): Guide
Account-Based Marketing engages high-potential accounts to boost commercial performance. Despite enthusiasm, ROI remains underwhelming for many. Why?
AdTech: Contextual Advertising in a Cookieless World
The demand for ethical data and Google's end of third-party cookies drives marketers to explore contextual advertising as a powerful cookieless alternative.
B2B Conversational Marketing
The growing porosity between B2B and B2C has brought conversational marketing back. Faced with buyers demanding instant interactions, it's a performance catalyst.
B2B Marketing: 3 Quick Wins for 2023
3 B2B Marketing Quick Wins for 2023: align Sales and Marketing through content, embrace Sales Content, and master video and LinkedIn posts for performance.
Lead Generation and Ad Tech in B2B
Ethical data demands, tightening legislation, the cookieless world: B2B companies are exploring ethical alternatives for lead generation and ad tech.
SalesTech: The Ideal B2B Sales Technology Stack
After years neglecting sales teams in favor of marketers, R&D has reconnected with the commercial function, as evidenced by the booming SalesTech market.
Marketing Content for Sales: The Key Figures of the Disconnect
The misalignment between marketing content and sales team needs costs companies significantly. 55% of B2B buyers no longer consider salespeople as partners.
Study: Here's the 'Perfect' Sales Pitch in B2B
A behavioral study compared 5 B2B sales pitches among 500 decision-makers. The narrative-based pitch focusing on transformation outperforms on conversion.
New LinkedIn Features for Content
LinkedIn has consolidated its central B2B role beyond recruitment. Discover the new content features affecting organic reach and algorithm behavior.
Sales Enablement: The Ally of Sales Teams Facing the Super B2B Buyer
The emergence of the informed and autonomous B2B super-buyer reshuffles the commercial function. Companies designate Sales Enablement as 'priority #1'.
Video: The Indisputable Pillar of the (New) B2B Buying Journey
Millennials now make 75% of B2B purchasing decisions. Studies show video is decisive: 95% of decision-makers say it aids their decision-making process.
Lemoine Law: L'Argus de l'Assurance Takes Stock One Year On
Enacted February 28, 2022, the Lemoine Law promised simplified and fairer access to mortgage insurance. L'Argus de l'assurance reviews the results after one year.