Survey Finds Model Consciousness because the #1 Funding Precedence for B2B Entrepreneurs
SAN FRANCISCO, CALIFORNIA – December 16, 2025 — 10Fold, a number one B2B tech communications and content material company, immediately introduced the findings of its 2026 Advertising and marketing Funds Blueprint, revealing a pointy rise in price range optimism as B2B entrepreneurs head into the brand new 12 months with extra to spend and a renewed concentrate on model visibility.
After a number of years of fluctuating spend and shifting priorities, entrepreneurs are redefining how they make investments. Model consciousness has emerged as the highest funding precedence for 2026, reflecting entrepreneurs’ heightened concentrate on constructing belief, recognition and differentiation in an more and more AI-influenced discovery panorama. Collectively, model consciousness and content material advertising and marketing account for the most important share of projected spending at 16%, signaling a shift for groups that traditionally positioned lead technology first. Lead technology now follows at 13.7%, with product advertising and marketing shut behind at 13.3% as organizations work to articulate worth and stand out in saturated classes.
10Fold commissioned a survey of 400 senior advertising and marketing executives throughout the U.S. and Europe to evaluate spending tendencies, priorities, and expectations for 2026. A powerful 69% anticipate their budgets to extend, signaling renewed confidence and a stronger alignment between advertising and marketing funding and company progress targets.
The findings level to a notable shift towards enlargement: 57% of respondents report annual budgets between $1M and $10M, with the most important share (29%) within the $1M–$5M vary. Almost half (42%) anticipate price range progress of 5–10%, and one other 10% anticipate will increase of 11% or extra.
“Advertising and marketing groups are coming into 2026 with extra price range, but in addition with extra stress to allocate it the place it issues,” stated Susan Thomas, CEO of 10Fold. “Model consciousness has develop into the brand new battleground. In an AI-filtered panorama, the organizations that put money into credibility, recognizability and constant content material efficiency would be the ones that win consideration and speed up progress.”
Advertising and marketing Leaders Are Spending Once more With Function
With budgets increasing, entrepreneurs are prioritizing the packages that almost all immediately help model consciousness. To raise consciousness and enhance content material efficiency, organizations are prioritizing investments in promoting at 10.3%, in the direction of PR and PR businesses at 14.4%, and company, govt social and social influencers at 20.7%. Only a few respondents plan to carry regular or lower spending in brand-building or content material advertising and marketing packages, reflecting a collective dedication to sustained visibility and authority.
What B2B Tech CMOs Will Measure in 2026
This renewed funding self-discipline is mirrored in evolving efficiency metrics. Greater than half of promoting leaders (56%) have KPIs for model consciousness and content material advertising and marketing, intently adopted by lead technology and efficiency advertising and marketing metrics (55%) and buyer advertising and marketing and retention KPIs (50%).
With regards to driving lead technology, AI-powered personalization and predictive concentrating on (33%), web site conversion price optimization (25%), and SDR outreach (25%) rank among the many prime priorities, underscoring a broad shift from volume-driven pipelines towards extra clever, precision-oriented conversion methods.
C-Suite Alignment and Funds Confidence Attain New Highs
Entrepreneurs report report ranges of alignment with govt groups. A hanging 89% of promoting leaders imagine their budgets will help their 2026 income and progress targets, and 70% say the C-suite absolutely understands their targets, which is a notable enchancment from earlier years. Solely 4% really feel misunderstood, primarily associated to the complexity and price of lead-generation packages.
Obtain the Full Report
To view the total findings of 2026 Advertising and marketing Funds Blueprint, please go to: https://information.10fold.com/2026-marketing-blueprint. On this report detailed spend throughout the total advertising and marketing stack is included.
Analysis Methodology
10Fold engaged Sapio Analysis to deploy an internet survey to advertising and marketing executives with decision-making and price range authority inside B2B know-how firms in the US, France, Germany and the UK. In all, 400 advertising and marketing executives accomplished the survey and the outcomes are correct to a +/- of 4.9% at a 95% in 100% confidence restrict, assuming a results of .05%.
About 10Fold Communications
10Fold is a number one North American built-in communications company designed to create thought management and construct model worth for B2B ‘Deep Tech’ firms. Our company is headquartered within the Bay Space of Northern California and has workplaces in San Diego, California; Austin, Texas; and Boston, Massachusetts. Our award-winning, extremely specialised account groups encompass multi-year public relations veterans, broadcasters and former journalists who’ve been acknowledged nationally for media and analyst relations, written and video content material, messaging, social media and paid digital providers. For extra info, please go to www.10fold.com and comply with us on X and LinkedIn.
