MALVERN, PA & LOS ANGELES, CA — 2X has released its latest report, “Rethinking B2B Marketing Execution: The Age of Execution Reinvention,” developed in collaboration with digital transformation consultancy Avasant. The report highlights how AI-driven campaigns, agile outsourcing models, and strategic resource allocation are transforming the B2B marketing landscape to meet rising performance expectations amidst tightening budgets.
According to the report, marketing budgets are projected to rise by 5-10% this year, but headcount levels are expected to remain unchanged. This gap is placing added emphasis on external expertise and technology adoption. CMOs are pivoting toward hybrid Marketing-as-a-Service (MaaS) solutions to optimize budgets, scale capabilities, and enhance operational efficiency.
Key findings from the report include a significant focus on AI integration, with 72% of CMOs ranking AI-driven campaigns as a top priority. Budgets are shifting toward outsourcing, which now accounts for 42% of marketing investments, primarily in specialized functions such as campaign execution and channel marketing. The allocation of marketing dollars to technology has also doubled in recent years, now exceeding 20% of budgets.
“The report offers a clear view into how marketers are innovating on their operating model where cost efficiency, smarter execution, and leaner teams are the new mandate,” said Domenic Colasante, CEO and Co-Founder of 2X. “At 2X, we’re committed to helping B2B enterprise marketers lead with operating impact, realize the benefit of AI, and deliver more with increasingly scarce resources.”
The report also emphasizes the growing importance of revenue and ROI-driven key performance indicators, replacing traditional funnel-based metrics. Marketing departments are shifting away from fragmented models, instead adopting agile approaches designed to align with business impact.
“Today’s CMOs face a stark choice: cling to legacy metrics and fragmented teams, or embrace a new era where technology, data, and external expertise converge,” stated Swapnil Bhatnagar, Partner at Avasant. “By aligning KPIs to revenue impact and partnering for specialized skills, marketing organizations can move at the speed of the market, delivering measurable value and agility that legacy models simply can’t match.”
2X’s expertise in B2B account-based marketing (ABM) tools, including its role as the largest implementation partner for 6sense—which leads the ABM category with a 21.8% market share—is highlighted as an example of how firms can drive meaningful results. The company’s emphasis on enterprise-grade solutions and data-backed strategies has positioned it as a leader navigating the shift in the $100 billion B2B marketing services industry.
The report’s insights are based on survey data from 87 senior marketers and interviews with 11 industry leaders, providing a comprehensive analysis of the current transformation in B2B marketing execution. The findings point to a dynamic future for the industry, where innovation, flexibility, and data-driven decision-making will define success.
For the latest news on everything happening in Chester County and the surrounding area, be sure to follow MyChesCo on Google News and MSN.