How Today's Marketers are Navigating Pressure, Resource Constraints, and Al Disruption— While Proving ROI
AT A GLANCE
B2B marketing is a $20B industry projected to surpass $37B by 2033.
B2B marketing teams are under mounting pressure to deliver more with flat budgets, leaner teams, and rapidly evolving technology.
Generative AI (GenAI) is intensifying that pressure—unlocking new possibilities while introducing new complexities and demands.
Our survey of 100+ B2B marketers exposes a critical disconnect between leadership expectations and the resources needed to meet them.
This report unpacks those realities and offers a clear path to align marketing with business goals and maximize ROI.
Key Themes:
- Critical Disconnect
- Mounting Pressure
- Generative AI
These are the realities, pressures, and opportunities defining B2B in 2025 and beyond.
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“Leadership expectations are outpacing available resources.” — Marketing Manager
SURVEY OVERVIEW
The B2B market is growing fast—and so is the pressure on marketing to perform.
Many teams are blocked by flat budgets and resource constraints, creating more than a departmental challenge. Misaligned marketing is impacting lead generation, sales, revenue, and profitability.
To capture today’s realities, POM Marketing surveyed 105 B2B professionals in Q3 2025 across the U.S.
Survey Breakdown:
- Team Roles: Managers, Directors, VPs, CMOs, Specialists
- Company Sizes: Small (1–49) to Enterprise (1000+)
- Team Sizes: Solo marketers to teams of 21+
- Agency Use: Many rely on external partners and vendors
These findings reveal the key pressures shaping B2B marketing—and the opportunities to move forward with clarity.
KEY FINDINGS
Three major pressures are redefining B2B marketing—and determining which teams will succeed:
1. The Resource Gap
- 69% see a significant gap between expectations and resources
- Only 54% believe they have enough staff, time, or budget to meet goals
- 81% say pressure to deliver is higher than 2–3 years ago
Insight:
Leadership expectations are rising faster than marketing budgets and headcount.
2. The ROI Struggle
- Only 29% are very confident in proving ROI to leadership
- Weak ROI narratives fuel a cycle where limited budgets make proving impact harder
- Effective campaigns clearly drive leads, sales, and retention
Insight:
Marketers are under pressure to prove business impact—and many struggle to do so.
3. AI Without a Roadmap
- 79% say AI has significantly impacted strategy
- 35% cite lack of clear use cases
- 44% cite lack of necessary expertise
- Only 30% strongly agree they have ethical AI guidelines
Insight:
AI is transformative, but adoption is slowed by lack of clarity and skills.
THE PATH FORWARD
Marketing teams are feeling the pressure—but 2026 offers a path to progress.
To thrive, marketers must focus on value, resources, and AI readiness:
Reframe Around Value
- Move beyond vanity metrics (MQLs, CTRs)
- Connect marketing to business outcomes (pipeline, CAC, revenue)
- Build a shared language with leadership
“Success now depends on aligning sales and marketing, using intelligent tools, and creating genuine, value-driven experiences.”
Find Your Force Multipliers
- Don’t just ask for more budget—identify leverage points (skills, agencies, automation)
- Pinpoint gaps in skills, bandwidth, or strategy
- Tie resource needs directly to revenue outcomes
“Budget cuts and flat headcount mean we have to be smarter about where we invest.”
Pilot AI with Purpose
- Start with clear use cases (personalization, ad optimization, first-party data)
- Establish guidelines for tools, transparency, and ethics
- Test, measure, refine, and scale
“AI can streamline campaigns and analyze behavior, but the human touch in relationships remains essential.”
THE BOTTOM LINE
What it takes to win:
- Align with sales to directly impact revenue
- Differentiate with messaging when products and pricing no longer stand apart
- Prove value with ROI metrics leadership can trust
- Adopt AI with purpose—strategy, guardrails, and skills to match
Today’s B2B marketers face unprecedented pressure—but also unparalleled opportunity.