Stop Budgeting Like It’s 2019

Too many B2B marketing budgets are still built for stability. But stability left the chat five years ago.

We’ve entered an era of constant disruption. But have marketing budgets changed to align with the new normal? Not so much. Most still follow outdated assumptions: even spend across channels, legacy programs on autopilot, and overly cautious experiments that barely get off the ground.

Here’s what is actually happening:

• One client slashed their marketing spend by 60% year over year.
• One client paused half their campaign calendar to reassess.
• Teams everywhere are being asked to do more with less—again.

This isn’t temporary turbulence; it’s the new climate. And it’s forcing every marketing leader to confront the same question: Are you optimizing for comfort—or reallocating for impact?

 

What got you here won’t get you there

Let’s take a quick look at the past five years (the quicker the better, right?):

2020: Pandemic panic and budget freezes

2021: Cheap capital and growth at all costs

2022: Inflation and immediate scrutiny on spend

2023: AI begins upending traditional marketing workflows

2024: Volatility becomes the default, not the exception

If you’re still budgeting the way you did in 2019—or even 2022—you’re likely overinvesting in low-impact activities and underinvesting in strategic momentum builders.

And when disruption hits, most companies fall into the same traps:

• Freezing spend instead of shifting it
• Shrinking everything equally rather than reprioritizing
• Spending time fine-tuning tactics instead of funding transformation

That’s how you waste money and lose ground.

 

Five smart ways to reprioritize your marketing budget in 2025

1. Invest in distribution, not just content creation

It’s no longer enough to create great content—you have to pay to make it activate your audience. Whether that’s LinkedIn ads, influencer partnerships, email sponsorships, or embedded media—your content won’t perform without fuel.

2. Don’t “spread” coverage—fund focused bets

Stop trying to “do a little of everything.” Figure out the minimum effective investment to run a channel or campaign properly—and fund that. One podcast episode, one ad flight, or one webinar isn’t a strategy.

3. Commit when the signals are clear

One of our clients in the enterprise tech space had been told by advisers that they were emailing too frequently and therefore pushing industry norms and risking unsubscribes. But the data told a different story. So we encouraged them to conduct a test: Increase frequency but focus on sharper messaging and immediate value. Engagement rates tripled. Unsubscribes? Flat. And pipeline velocity improved.

4. Cut the dead weight

Look at every dollar and ask: Is this building brand, driving demand, or improving conversion? If not, cut it. If yes—consider doubling down. The goal isn’t across-the-board cuts or flat percentage reductions. It’s funding the right few things fully.

5. Allocate for builders, not just managers

Optimizing last year’s playbook won’t unlock new growth. Fund the people and partners who can build net-new programs, content, experiments, and campaigns. Finding the right partners who help your team scale is critical.

 

How can CMD help your B2B brand make better marketing budget moves?

We work with B2B companies every day to help them rethink, reprioritize, and reallocate their marketing budgets for maximum impact. Here’s how we can help:

Marketing investment strategy and planning

We help you build a smarter annual or quarterly plan—one that aligns to business outcomes, not just marketing activity. Our planning frameworks are designed for fast pivots and focused investments.

Channel effectiveness audits

Are you getting what you pay for from paid media, content, events, or email? We audit performance across key channels and show you where to double down—and where to pull the plug.

Content distribution blueprints

If you’re sitting on a pile of great content but no one’s seeing it, we’ll help you design and fund the right amplification strategy, including media, influencers, and owned channels.

Fast test and learn campaigns

Need to make a confident decision before investing more? We design quick-turn campaigns to test new messaging, creative, audiences, or channels—so you can commit based on real data.

Executive-ready ROI reporting

We build custom reporting dashboards that help you show what’s working (and what’s not) in terms your CFO will understand. No vanity metrics—just business value.

 

If you’re ready to build a new kind of marketing plan, CMD’s ready to help.
Let’s rebuild your budget to match today’s reality—and tomorrow’s opportunity.