Seven figure marketing budgets are quickly becoming the norm rather than the exception for growth oriented B2B technology companies. New findings from 10Fold show that one million dollar annual marketing budgets have become the baseline for B2B growth, particularly among firms scaling toward an exit or operating as public entities.
Released as part of the company 2026 B2B Marketing Budget Blueprint, the research surveyed 400 senior marketing leaders across the United States and Europe. The data reveals that ninety percent of B2B technology companies with one hundred million dollars in revenue now operate with at least one million dollars in annual marketing spend, excluding salaries. Nearly half of companies with fifty million dollars in revenue report spending one million dollars on marketing services and technology.
The findings indicate that as revenue grows, so do marketing investments. Across industries and geographies, respondents consistently described marketing as a strategic priority rather than a discretionary function. According to the study, a one million dollar budget is now considered the minimum required to support modern omni channel programs that integrate brand, demand generation, and product marketing.
“Marketing leaders are navigating increasingly complex data and higher-stakes tradeoffs as they set budgets,” said Susan Thomas, Chief Executive Officer of 10Fold. “That’s what makes the consistency in budget priorities across geographies, industries, and company sizes so striking. While lead generation has long dominated spend, the rise of AI-driven discovery is shifting the spotlight. Brand awareness is now central to being found, trusted, and chosen earlier in the buying journey.”
Across segments, brand awareness ranked as the top investment priority, accounting for roughly fifteen to seventeen percent of total marketing spend. Lead generation and product marketing followed closely, each capturing approximately thirteen to fifteen percent. The report suggests a broader shift away from purely short term, volume driven demand generation toward foundational visibility and structured go to market execution, a transition influenced by AI and large language models reshaping buyer discovery.
Regional sentiment diverges despite similar budget levels. United States marketers manage the largest budgets overall, with twenty seven percent operating at ten million dollars or more, yet they report lower confidence heading into 2026. Only fifty five percent expect budget increases, while thirty seven percent anticipate modest reductions. In contrast, eighty four percent of German marketers and eighty percent of UK marketers expect budget growth, reflecting stronger alignment with executive leadership and clearer consensus around AI investment impact.
Industry dynamics also shape spending patterns. Cybersecurity firms report some of the highest baseline budgets, driven by the need for brand credibility and third party validation. AI focused companies report the largest overall budgets, though more than half expect declines in 2026 as emphasis shifts toward return on investment discipline.
The 10Fold study underscores a clear reality for B2B organizations: one million dollar marketing budgets are no longer aspirational but foundational. As competitive pressures intensify and AI transforms how buyers evaluate vendors, sustained and strategic investment in brand, demand, and product marketing is becoming essential to long term growth.
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