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Every year, Infopro Digital Media's B2B Marketing Investment and Trends Barometer surveys French marketing decision-makers on their budgets, objectives, levers, challenges and practices. Here are the key trends from the 2026 edition.
Budgets: cautious optimism
Three companies out of four plan to maintain or increase their marketing budget. The proportion allocating more than 4% of revenue to marketing is up 7 points year-on-year.
The return of branding
Brand awareness returns to the top of marketing objectives in 2026 (68%, +23 points) and brand image records the strongest increase in the barometer (+37 points). After a year dominated by lead generation, marketing teams are rebalancing towards the brand.
AI: usage shifts towards analysis and management
AI adoption in B2B marketing stabilises at 85%. Text content creation remains the top use case but is declining as teams move AI towards CRM and e-reputation management.
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