The data: Most (56%) B2B tech marketers are operating with budgets between $1 million and $10 million in 2026, with 29% in the $1 million to $5 million range and 27% in the $5 million to $10 million range, per a 10Fold survey of 400 B2B marketing executives at tech companies in the US and Western Europe. Twenty-five percent have budgets above $10 million and just 21% operate below $1 million.

By the numbers: These budget levels reflect a broader rebound in B2B marketing investment in 2026.

• 70% of B2B marketers expect budget increases this year, and US B2B digital ad spending surpassed $20 billion in 2025, per our forecast.
• Worldwide, B2B digital ad spend is projected to reach $48.15 billion this year, nearly triple its pre-pandemic level.
• Digital's share of US B2B ad spending will climb to 48% this year, up from 47.5% in 2025, per our forecast.

Implications for marketers: Mid-market tech companies—the 56% in the $1 million to $10 million budget range—face a core tension between breadth and depth of investment; they have enough budget to invest across multiple channels but not enough to dominate any single one, and spreading spend evenly across 15 or 16 channels risks diluting impact on every one of them. Marketers in that middle tier should identify the two or three channels where their target buyers are most active, rather than casting too wide a net.

But regardless of the platform or channel, video formats perform well for B2B marketers. Thirty-seven percent of worldwide B2B marketers say video is the top lead-generating content format, followed by LinkedIn articles, paid media, and research reports all tied at 31%, per 10Fold. That shift matters because 71% of B2B buyers are now millennials and Gen Z, per Forrester, a cohort that consults 10 or more sources before making purchasing decisions.

Reaching Gen Z through video may prove more effective than waiting for them to find gated white papers or blog posts organically. For lead generation, the dominance of digital ads (9.5%) and paid media ads (7.3%) over gated content (5.6%) and landing pages (5.5%) points to a market that is prioritizing top-of-funnel reach over mid-funnel conversion tactics, a trend worth watching as buyer self-service behavior continues to accelerate across enterprise technology purchasing cycles.