Business / Marketing
Business signals: regulation, strategy, macro links, and market structure. Topic: Marketing. Updated briefs and structured summaries from curated sources.
The Simple Test for Your 2026 Marketing Spend
Full timeline
0.0–300.0
Many marketing teams are currently misallocating resources by experimenting rather than focusing on effective strategies. A significant number of B2B and B2C marketers are increasing their spending, yet they are also cutting specific channels, raising concerns about their effectiveness.
- The gap between using AI and achieving results indicates that many marketing efforts are currently being wasted, as teams are experimenting rather than focusing on strategies that yield compounding returns. This suggests a misalignment in resource allocation and strategy effectiveness among marketing teams
- A significant portion of B2B and B2C marketers are increasing their overall spending this year, with 61% and 57% respectively. However, even those with growing budgets are cutting specific channels, which raises questions about the effectiveness of those channels and the rationale behind budget reallocations
- The phrase follow the money implies that marketers should not only observe where budgets are increasing but also where high-performing teams are consolidating their spending. This raises the question of whether channels that provided clear intent signals last year will continue to do so, and if not, they may be candidates for budget cuts