Despite economic constraints, 64% of marketing managers in France benefited from an increase in their budget in 2024. This increase, while significant, remains moderate compared to other countries such as the UK. In France, 27% of decision-makers reported significant increases, exceeding 20%.
The study, carried out by 10Fold in collaboration with Sapio Research, is based on a survey of 450 marketing decision-makers from B2B technology companies in the USA, Canada, France, Germany and the UK. The objective was to understand the evolution of marketing budgets in 2024/2025, and the strategies in place to achieve performance objectives (KPIs). The respondents, selected for their budget decision-making skills, offered a clear view of strategic priorities and investments, particularly in the areas of automation, artificial intelligence and high-performance campaigns.
Automation and AI as catalysts for growth
Among the factors explaining the increase in budgets, investment in automation and artificial intelligence (AI) occupies a central place. More than half of respondents mentioned these tools as priorities in their strategy. Although still in the adoption phase, French companies see AI as a lever for improving campaign efficiency and optimizing their marketing spend.
Less demanding KPIs for better performance
By 2024, only 49% of French decision-makers had adopted more ambitious performance indicators. In contrast to Germany, where expectations have been sharply raised, French companies have favored realistic targets, adapted to the economic climate. This pragmatic approach has enabled resources to be aligned with expectations without overloading teams.
Digital channels top the agenda
Marketing expenditure focused mainly on digital tools. In France, decision-makers continued to focus on websites (30% of budgets) and digital advertising (20%), while developing influencer campaigns on social networks. This trend is set to intensify in 2025, with growing interest in publications in specialist magazines.
