After a tough start to 2025, confidence is creeping back in.

Forrester Research reports that 83% of B2B CMOs expect their marketing budgets to increase next year. It's a welcome shift after months of cautious spending and pressure to prove return at every turn.

But here’s the thing. More budget doesn’t mean less pressure.

Leaders are being asked to do more, and prove more, with every pound spent. That means tighter targeting, smarter planning and stronger business cases. If you want your budget to grow, you’ll need to be crystal clear on what it’s for and what it delivers.

Are you ready to pitch for what your team really needs?

2025’s Turning Point for Marketing Spend

Let’s rewind for a second. The 2025 Q1 IPA Bellwether report stated that UK marketing budgets dropped for the first time in four years. A net balance of -4.8% of businesses cut spend, pulling back amid economic tension and growing uncertainty.

Then came the Q2 report. The bounce back was clear. Marketing budgets expanded at the fastest rate in a year, with a net balance of +5.5% reporting an increase. Spend shifted towards direct marketing, sales promotions and digital - all geared towards reaching the right people, fast. Tactical spend took the spotlight. Brand building took a back seat.

But here’s the risk. Short-term wins feel good. They tick boxes. But they rarely drive sustained impact. The brands that stand out and stay relevant? They balance both. That takes a proper plan and the right support behind it.

Budget isn't a given. It's a skill.

Even with investment rising, budgets still need defending.

The teams who are getting buy-in right now are the ones who know how to connect marketing to wider business outcomes. They understand what matters to the board and know how to frame their plans in commercial terms.

Not “we need to launch a campaign”. But “we’ve identified a growth opportunity and here’s what we’ll do to capture it”.

That’s where the skill lies. Not just in creating strategy, but in pitching it with clarity and confidence.

Focus on effectiveness, not just efficiency

The smartest marketers are shifting the conversation away from reach and towards real results. They’re building budgets around what works, not just what’s trending.

Whether it’s AI-powered targeting, hyper-personalised content or high-impact video formats, the goal is the same...to drive action and return.

But don’t forget the longer game. In times of uncertainty, brand building often gets cut first. And yet, the brands who consistently invest in their reputation, purpose and customer relationships are the ones who bounce back faster and stronger.

If you’re not making space for long-term brand health in your budget, you’re missing a trick.

Ready to sharpen your pitch?

We built the Budget Pitch Toolkit to help marketers like you put together a stronger case for investment.

It’ll help you:

  • Build a clear business case
  • Link your activity to business goals
  • Communicate value with confidence

It’s practical, no-nonsense and designed for marketers who want to take control of the budget conversation.

Marketing budgets are back on the rise. Make sure yours is one of them.

Download the Budget Pitch Toolkit here.

Because marketing that drives growth deserves investment that matches.