The 2026 B2B Marketing Barometer : investments & trends
Each year, our Barometer delivers exclusive insights into the decisions shaping B2B marketing in France, exploring the challenges, strategies, and outcomes of today’s marketing leaders. Developed in partnership with the Infopro Digital Research Institute, this edition offers a clear, data-driven view of market trends, helping you benchmark your approach and spark new ideas. In the 2026 edition, uncover key insights on the evolution of B2B marketing budgets, how they are allocated, the top priorities for marketing leaders, the initiatives they plan to roll out, and the major challenges they face — along with a deep dive into the adoption and real-world use of AI. At the end of the report, you will find a summary of this year’s key learnings and actionable recommendations to help you focus on the most critical priorities for 2026. The study was conducted between September and October 2025, among 235 B2B decision-makers representing companies, public sector organizations, advertisers, and communication agencies of all sizes.
×
« * » indique les champs nécessaires
Pour accéder au reste du contenu, remplissez le formulaire !