{"id":51028,"date":"2025-12-08T07:00:44","date_gmt":"2025-12-08T12:00:44","guid":{"rendered":"https:\/\/www.demandgenreport.com\/?p=51028"},"modified":"2025-12-05T09:22:26","modified_gmt":"2025-12-05T14:22:26","slug":"ana-report-finds-b2b-investments-rising-in-2026","status":"publish","type":"post","link":"https:\/\/www.demandgenreport.com\/industry-news\/news-brief\/ana-report-finds-b2b-investments-rising-in-2026\/51028\/","title":{"rendered":"ANA Report Finds B2B Investments Rising in 2026"},"content":{"rendered":"

The Association of National Advertisers<\/a>‘ (ANA) The Confident B2B Marketer<\/em><\/a> revealed that less than half B2B marketing leaders qualify as \u201cConfident Marketers\u201d\u2014 those extremely or very confident in their ability to measure marketing\u2019s impact on financial performance.<\/p>\n

The study reinforces that confidence in B2B marketing comes from disciplined execution, not attitude. For B2B marketers who face the challenge of proving ROI across long buying cycles and complex stakeholder groups, this ability is a critical differentiator. The practices outlined in the report make clear that confident marketing is not abstract, but a repeatable model for sustainable growth.<\/p>\n

A key finding is the commit to brand strategy as 61% of Confident Marketers plan to increase long-term brand strategy investment in the next year, nearly double the share of their peers (36%)<\/p>\n

B2B Marketing is a Growth Asset<\/strong><\/h3>\n

For years, B2B marketing has fought to prove its value beyond the sales assist. This report is the final word on that debate, said Bill Zengel, ANA\u2019s SVP, B2B Marketing Practice.<\/p>\n

\u201cIt provides a clear, data-backed model for shifting the conversation from marketing as a cost center to marketing as an indispensable engine for business growth,\u201d said Zengel. \u201cThe practices of these Confident Marketers aren\u2019t just effective; they represent a new level of accountability and a standard for earning credibility in the C-suite.\u201d<\/p>\n

Alignment with Sales Teams<\/strong><\/h3>\n

The report developed by the ANA B2B Practice in partnership with NewtonX<\/a>. The quantitative survey included 200 senior U.S.-based B2B marketing leaders verified through the NewtonX Knowledge Graph, complemented by 45-minute qualitative interviews with CMOs and senior go-to-market leaders across industries.<\/p>\n

The study finds these elite marketers move beyond the \u201ctheatre of success\u201d to demonstrate real, provable impact, distinguishing themselves by forging tight alignment with sales, strategically balancing brand and demand investment, and embracing the tools and data systems that make their contributions both clear and credible.<\/p>\n

Confident Marketers are nearly four times more likely to be \u201cfully aligned\u201d with their sales teams, with 22% reporting fully aligned with sales vs. just 6% of less-confident peers.<\/p>\n

Key Findings<\/strong><\/h3>\n

A top line finding of the report included that 66% of Confident Marketers describe their ABM programs as either mature or scaling, giving them a significant lead of other marketers (46%). Other highlights of the report were:<\/p>\n