B2B Marketing Barometer 2026: Budget Optimism, Return of Branding and AI Usage Evolution

Each year, the B2B Marketing Investment and Trends Barometer by Infopro Digital Media surveys marketing decision-makers in France on their budgets, objectives, levers, challenges and practices. Key findings for 2026: Budget optimism with 3 in 4 companies maintaining or increasing marketing budgets. Return of branding with brand awareness back at the top of objectives. AI usage shifting toward analysis and management.