Most B2B marketers in the US and Europe are concerned about geopolitical tensions and they are adjusting their budgets because of these concerns, according to recent research from Plural Strategy Group.
The report was based on data from a survey conducted in February and March 2025 among 250 B2B marketers in the US and Europe with budget responsibility. The researchers also developed B2B marketing spend forecasts based on economic indicators and published data.
Some 49% of B2B marketers say they are somewhat concerned about geopolitical tensions (e.g., tariffs) and 29% say they are very concerned.
Some 55% of respondents say they are being cautious with marketing spend decisions because of geopolitical tensions, and 43% say they are focusing more on near-term goals.
The researchers forecast that B2B marketing spend will increase by a 5.2% CAGR between 2025 and 2030. However, they caution that continued macro uncertainty may cause downward near-term revisions to the forecast.
About the research: The report was based on data from a survey conducted in February and March 2025, among 250 B2B marketers in the US and Europe with budget responsibility. The researchers also developed B2B marketing spend forecasts based on economic indicators and published data.
