B2B Brief | 29 Aug 2025

TL;DR:

• 75% of B2B buyers will prefer sales experiences prioritising human interaction over AI within the next five years.
• Reducing B2B customer churn can unlock up to 3% growth... and on average, a 1% price rise can lift overall profit 6–14%.
• About 75% of B2B marketers estimate at least 10% of their lead data is inaccurate, and over 60% say poor data disrupts handoffs and slows productivity.
• Fewer than 1 in 5 B2B CEOs ever held marketing roles, leading to underinvestment in marketing, despite its potential to drive strategic growth.
• 91% of marketers are increasing content output, with 46% producing 3–5x more than in 2024, yet most budgets only rose by 1–10%.  
• 67% of B2B marketers are now frequently using AI for content creation, with 59% using it for optimisation.
• 72% of CMOs now prioritise AI-driven campaigns, and programme budgets for technology now consume double the share compared to 2020.

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