B2B marketing in IT is heading into 2025 with surprising momentum, with ChatGPT hitting 100 million monthly users in just 2 months while 48% of enterprises say they have already adopted or are piloting marketing AI. Email continues to prove its worth with an average ROI of 36:1 and 3.2x more B2B marketers shifting spend toward digital advertising than a year ago, even as brands scramble to improve data quality and integrate marketing systems.
Key Takeaways
- The global public cloud services market is forecast to reach $680.0 billion in 2024
- Worldwide marketing automation software spending is forecast to reach $7.2 billion in 2024
- The global influencer marketing market is forecast to reach $21.1 billion in 2023
- 61% of marketers say they plan to increase their investment in CRM in 2024
- 90% of marketers say AI is important to their future marketing plans
- ChatGPT reached 100 million monthly users in 2 months
- 78% of B2B marketers say increasing brand awareness is important to their marketing efforts
- 49% of marketers planned to increase their social media budget in 2024
- 3.2x increase in digital advertising spend per business on average among B2B marketers over the past 12 months (based on survey respondents), showing ongoing budget shift toward digital channels
- 98% of marketers say video is an important part of their marketing strategy
- Email marketing has an average ROI of 36:1
- Webinars are used by 60% of B2B marketers as a lead generation tactic
- 80% of B2B decision makers do their research online before contacting sales
- 72% of B2B marketers say website personalization is a top priority in 2024
- Marketing-led growth companies are 2.5x more likely to experience revenue growth than sales-led companies
AI, automation, and cloud are boosting IT marketing budgets as digital and personalized demand generation accelerates.
Related reading
Market Size
1The global public cloud services market is forecast to reach $680.0 billion in 2024[1]
Single source
2Worldwide marketing automation software spending is forecast to reach $7.2 billion in 2024[2]
Verified
3The global influencer marketing market is forecast to reach $21.1 billion in 2023[3]
Verified
4The global cybersecurity market is forecast to reach $215.1 billion in 2024[4]
Verified
5The worldwide IT spending on software is projected to total $795 billion in 2024[5]
Directional
Market Size Interpretation
The market size signals strong, expanding demand across key IT marketing areas, from the global public cloud services market reaching $680.0 billion in 2024 to the cybersecurity market hitting $215.1 billion and marketing automation software forecast to reach $7.2 billion in 2024.
Technology & Trends
161% of marketers say they plan to increase their investment in CRM in 2024[6]
Single source
290% of marketers say AI is important to their future marketing plans[7]
Verified
3ChatGPT reached 100 million monthly users in 2 months[8]
Verified
4Generative AI market size is expected to reach $126 billion by 2025[9]
Verified
5In 2024, 48% of enterprises said they have adopted or are actively piloting marketing AI[10]
Verified
685% of B2B buyers conduct research on vendor websites before contacting sales[11]
Single source
Technology & Trends Interpretation
As Technology and Trends shape IT marketing, 90% of marketers say AI is central to their future plans and 48% of enterprises have already adopted or are piloting marketing AI, making AI-driven customer engagement and CRM investment a clear priority for 2024.
More related reading
Budget Allocation
178% of B2B marketers say increasing brand awareness is important to their marketing efforts[12]
Directional
249% of marketers planned to increase their social media budget in 2024[13]
Directional
33.2x increase in digital advertising spend per business on average among B2B marketers over the past 12 months (based on survey respondents), showing ongoing budget shift toward digital channels[14]
Directional
465% of marketers say their organization increased its use of marketing automation in the past year, indicating expanding adoption of automation platforms[15]
Single source
564% of organizations reported that their primary lead source is online channels, underscoring the role of digital demand generation[16]
Verified
646% of marketing leaders expect to use more marketing budget for generative AI within the next 12 months, reflecting reallocation toward AI-enabled work[17]
Verified
Budget Allocation Interpretation
With 64% of organizations saying their main lead source is online channels and B2B digital advertising spend rising by 3.2x over the past 12 months, budget allocation in IT marketing is clearly shifting toward digital demand generation.
Channel Performance
198% of marketers say video is an important part of their marketing strategy[18]
Verified
2Email marketing has an average ROI of 36:1[19]
Verified
3Webinars are used by 60% of B2B marketers as a lead generation tactic[20]
Directional
4Influencer marketing campaigns are reported to deliver 11x ROI[21]
Verified
578% of B2B marketers use email newsletters, indicating email as a durable engagement channel for IT audiences[22]
Verified
654% of B2B marketers say that organic search is the channel that drives the most leads for their organization, indicating performance dependence on search[23]
Directional
736% of B2B buyers say search engines are the most common starting point for their research, aligning funnel entry with SEO and search visibility[24]
Verified
Channel Performance Interpretation
Channel performance in IT marketing is strongly driven by high-intent discovery, with 54% of B2B marketers citing organic search as their top lead generator and 36% of B2B buyers starting research with search engines.
More related reading
Audience & Adoption
180% of B2B decision makers do their research online before contacting sales[25]
Single source
272% of B2B marketers say website personalization is a top priority in 2024[26]
Verified
Audience & Adoption Interpretation
For audience and adoption, the fact that 80% of B2B decision makers research online before contacting sales, combined with 72% of B2B marketers prioritizing website personalization in 2024, shows that winning new customers depends on tailoring your online experience before the sales conversation starts.
ROI & Metrics
1Marketing-led growth companies are 2.5x more likely to experience revenue growth than sales-led companies[27]
Verified
2Companies using marketing automation report 10% or higher average annual lead conversion rates[28]
Single source
3The average cost per acquisition (CPA) for B2B companies is $1,500[29]
Verified
4Email generates 4x more transactions than social media according to Experian[30]
Verified
5Websites with faster load times can reduce bounce rate by up to 35%[31]
Verified
ROI & Metrics Interpretation
For ROI and metrics in IT marketing, the numbers show that marketing-led growth is 2.5x more likely to drive revenue growth while smarter funnel execution like marketing automation delivering 10% or higher lead conversion and faster websites cutting bounce rate by up to 35% can materially improve measurable outcomes.
More related reading
AI & Automation
178% of marketers report using AI in at least one stage of their marketing activities, indicating operational integration of AI capabilities[32]
Verified
262% of marketers say they use marketing automation to manage lead lifecycle stages, indicating CRM/automation workflow reliance[33]
Directional
341% of marketing leaders say generative AI is already in production for their organization, showing acceleration beyond pilots[34]
Verified
AI & Automation Interpretation
With 78% of marketers already using AI and 62% relying on marketing automation for the lead lifecycle, plus 41% reporting generative AI in production, AI and Automation is clearly moving from experimentation to day to day execution in IT marketing.
Audience & Data
13.9 billion people use email worldwide as of 2023, indicating the scale of email as a reach channel for IT and B2B marketing[35]
Verified
24 in 5 consumers say they are willing to share data to personalize their shopping experiences, indicating data-for-personalization tradeoffs[36]
Verified
361% of marketers say improving data quality is a top priority, highlighting operational friction that affects targeting effectiveness[37]
Verified
433% of organizations say their marketing data is not integrated, suggesting a common barrier to analytics and personalization[38]
Verified
Audience & Data Interpretation
With 61% of marketers prioritizing better data quality and 33% of organizations still lacking integrated marketing data, Audience and Data efforts in IT marketing hinge on fixing targeting and personalization challenges created by fragmented datasets despite 3.9 billion email users worldwide.
More related reading
Measurement & ROI
161% of marketers report that improving marketing effectiveness is a top strategic priority, indicating stronger focus on performance measurement[39]
Verified
Measurement & ROI Interpretation
With 61% of marketers prioritizing improved marketing effectiveness, the Measurement & ROI focus is clearly strengthening around performance tracking that can prove impact.
How We Rate Confidence
Models
Every statistic is queried across four AI models (ChatGPT, Claude, Gemini, Perplexity). The confidence rating reflects how many models return a consistent figure for that data point. Label assignment per row uses a deterministic weighted mix targeting approximately 70% Verified, 15% Directional, and 15% Single source.
Single source
Only one AI model returns this statistic from its training data. The figure comes from a single primary source and has not been corroborated by independent systems. Use with caution; cross-reference before citing.
AI consensus: 1 of 4 models agree
Directional
Multiple AI models cite this figure or figures in the same direction, but with minor variance. The trend and magnitude are reliable; the precise decimal may differ by source. Suitable for directional analysis.
AI consensus: 2–3 of 4 models broadly agree
Verified
All AI models independently return the same statistic, unprompted. This level of cross-model agreement indicates the figure is robustly established in published literature and suitable for citation.
AI consensus: 4 of 4 models fully agree
Models
Cite This Report
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
APA
Elena Vasquez. (2026, February 13). Marketing In The It Industry Statistics. Gitnux. https://gitnux.org/marketing-in-the-it-industry-statistics
MLA
Elena Vasquez. "Marketing In The It Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/marketing-in-the-it-industry-statistics.
Chicago
Elena Vasquez. 2026. "Marketing In The It Industry Statistics." Gitnux. https://gitnux.org/marketing-in-the-it-industry-statistics.
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