German B2B Marketing Budgets Rise 2.1% as Procurement Costs Jump 12%
Augsburg – September 12, 2026 -- German B2B marketing budgets grew a nominal 2.1 percent to an average of €3.57 million in 2026, even as prices for externally purchased marketing services climbed roughly 12 percent over the same period, leaving companies with less real spending power than a year earlier. The findings come from the 14th edition of the "B2B-Marketing-Budgets 2026" study published by the Bundesverband Industrie Kommunikation e.V. (bvik), conducted with scientific support from Prof. Dr. Hannes Huttelmaier of the Technical University of Applied Sciences Würzburg-Schweinfurt.
Budget growth fails to keep pace with rising service costs
"Whoever invests counter-cyclically now secures a market advantage tomorrow. Cutting marketing budgets is convenient in the short term and costly in the long run," said Ramona Kaden, Managing Director of bvik.