ANA Releases ‘The Confident B2B Marketer’ Report, Identifies Only 39% of B2B Marketers Can Prove Financial Impact and 61% Plan to Increase Investment in 2026

New study, developed with NewtonX, introduces the “Confident Marketer”, a new benchmark for leaders who align with sales, invest in brand and are more ready for an AI-driven future

NEW YORK – October 14, 2025 — The Association of National Advertisers (ANA) today released The Confident B2B Marketer, a new landmark study from the Association of National Advertisers (ANA) that reveals that only 39% of B2B marketing leaders qualify as “Confident Marketers” – those extremely or very confident in their ability to measure marketing’s impact on financial performance. The report, developed in partnership with NewtonX, serves as a strategic playbook for leaders by defining a new standard for performance and showing how the most effective marketers connect every effort to measurable business growth.

The study finds these elite marketers move beyond the “theatre of success” to demonstrate real, provable impact. They distinguish themselves by forging tight alignment with sales, strategically balancing brand and demand investment, and embracing the tools and data systems that make their contributions both clear and credible.

Key Findings

Based on a quantitative survey of 200 senior B2B marketing leaders and qualitative interviewswith CMOs and senior go-to-market leaders across industries, the study finds Confident Marketers consistently outperform their peers:

1. Stronger Sales Alignment: Confident Marketers are nearly four times more likely to be “fully aligned” with their sales teams, with 22% reporting fully aligned with sales vs. just 6% of less-confident peers.
2. Commit to Brand Strategy: 61% of Confident Marketers plan to increase long-term brand strategy investment in the next year, nearly double the share of their peers (36%)
3. Scale and Mature Account-Based Marketing (ABM): Two-thirds (66%) of Confident Marketers describe their ABM programs as either mature or scaling, giving them a significant lead of other marketers (46%).
4. Unify the Data Foundation: Confident Marketers are nearly twice as likely to have fully or mostly integrated data systems (65%) compared to only 33% of their peers. 
5. AI Readiness: This group is more than four times ahead on preparing for an AI Future with 35% reporting their martech stack is mostly or fully prepared for AI-powered automation vs. a mere 8% of peers.
6. Prove Financial Impact: 61% of Confident Marketers utilize advanced or intermediate attribution models to prove impact, almost double the rate of less-confident marketers (32%)

A Crucial Growth Imperative

The study reinforces that confidence in B2B marketing comes from disciplined execution, not attitude. For B2B marketers who face the unique challenge of proving ROI across long buying cycles and complex stakeholder groups, this ability is a critical differentiator. The practices outlined in the report make clear that confident marketing is not abstract, but a repeatable model for sustainable growth.

For years, B2B marketing has fought to prove its value beyond the sales assist. This report is the final word on that debate,” said Bill Zengel, ANA’s SVP, B2B Marketing Practice. “It provides a clear, data-backed model for shifting the conversation from marketing as a cost center to marketing as an indispensable engine for business growth. The practices of these Confident Marketers aren’t just effective; they represent a new level of accountability and a standard for earning credibility in the C-suite.”

 “Confidence does not mean the absence of fear. It is about approaching risk with intent and purpose, and that is what confident marketers do. Our research moves past theory into the actual habits of B2B leaders,” said Daniel Sills, Director of Brand Partnerships at NewtonX and co-author of the report. “The blueprint is clear: the most confident leaders build strong partnerships with sales, embrace brand as a long-term investment, and rely on data to prove their impact. This is not just another benchmark; it is the new playbook for growth in B2B.”

Download the full report to explore the complete findings, the practices that set Confident Marketers apart, and the practical steps any B2B leader can take to build confidence in their marketing. From aligning more closely with sales to embracing

AI readiness, the report provides actionable guidance on how small but intentional changes can help marketers prove impact, earn credibility, and ultimately drive stronger business growth.

Press Contact
Jocelyn Weiss
jocelyn.weiss@digennaro-usa.com

About the Study

The Confident B2B Marketer was developed by the ANA B2B Practice in partnership with NewtonX. The quantitative survey (fielded May 9–22, 2025) included 200 senior U.S.-based B2B marketing leaders verified through the NewtonX Knowledge Graph, complemented by 45-minute qualitative interviews with CMOs and senior go-to-market leaders across industries.

About the ANA

The Association of National Advertisers (ANA) is the definitive voice of the marketing industry. Since 1910, we have set and advanced the agenda for marketing transformation, connecting over 1,600 member companies to an influential global network, insights and resources that drive growth. Our members represent 20,000 brands and $400 billion in annual marketing investment. Through industry-leading research, the CMO Growth Council, and our proprietary Growth Agenda and Practices, the ANA empowers marketers to shape the future of marketing and create lasting impact for their organizations and the industry.

About NewtonX

NewtonX is the leader in B2B research. Trusted by Fortune 500 companies, NewtonX delivers results through custom-recruited professionals, expertly designed surveys and interviews, end-to-end research services, and the NewtonX Hub—your all-in-one destination for insights. Whether exploring new markets, refining a product strategy, or better understanding your customers, NewtonX delivers the insights you need to drive your business forward. Visit newtonx.com to learn more