2026年B2B营销组合报告

2026 B2B MarketingMix Report DATA-DRIVEN INSIGHTS FORYOUR MARKETING PLAN This is the nineteenthedition of SagefrogMarketing Group’s annualB2B Marketing Mix Report,a resource that has becomea valuable year-end toolfor modern B2B marketers. Who We Surveyed Healthcare & Life Sciences This report breaks down the resultsof our recent B2B Marketing MixSurvey, gathering the opinionsand experiences of professionalsacross B2B industries, includinghealthcare, technology, industrial, andbusiness services. We transformedthese contributions into digestibledata, revealing the top marketingtrends and tactics to watch in theyear ahead. With this information,marketers can make informedinvestments as they plan newbudgets and marketing programs. Software & Technology6% We hope this year’s forecasts andfindings help you approach your2026 marketing strategy withgreater confidence. Outsourcing Evolves to Meet New Needs Outsourcing remains a critical part of the B2Bmarketing mix, shifting toward flexible models, fasterexecution, and deeper integration with internal teams. Why Are They Outsourcing? This year, the leading motivators for outsourcing werelimited internal bandwidth and the need for faster execution.Compared to past years, when lack of in-house expertisewas the dominant factor, today’s findings suggest thatcompanies are more concerned with agility and efficiency,areas where agencies can deliver immediate impact. How Are Businesses EngagingOutsourced Marketing? Outsourced marketing continues to play a central role inB2B programs, with companies taking different approachesto structuring these relationships. Hybrid models are mostcommon, showing that many organizations want partnerswho can integrate closely with internal teams while providingflexibility where needed. Limited Internal Bandwidth or Time Constraints.................22%Faster Execution or Go-to-Market.............................................18%Lack of In-House Expertise or Specialized Skills..................15%Cost Efficiency Compared to In-House Teams...................13%Support for a Rebrand or One-Time Project........................11%Access to Fresh Ideas & Outside Perspective......................11%Launching a New Product or Campaign................................8%Temporary Transition Needs......................................................2% A Hybrid Approach...........................................................................35%Project-Based.....................................................................................28%Ongoing Retainer..............................................................................24%Freelancers or Contractors............................................................12% What Are the Benefits of Outsourcing? This year, respondents valued outsourcing more for speed andcost-efficiency, viewing agencies as accelerators that launchcampaigns quickly and stretch budgets further. Don’t Risk theWrong Agency Faster Campaign Launch & Turnaround..........................................22%More Cost-Effective Than a Full Internal Team............................22%Easy to Scale Marketing Up or Down.................................................12%Frees Internal Teams for Core Business............................................10%Strategic Guidance Across Channels.................................................10%ROI Tracking & Performance Metrics................................................9%Specialized Expertise Not Found In-House....................................7%Fresh Creative Ideas.................................................................................4%Access to Advanced Tools & Platforms............................................4% With marketing budgets surging in 2026,the pressure to prove ROI has never beenhigher. The numbers show that whenoutsourcing fails, it’s not because agencieslack skill but because they’re the wrongfit. Misaligned goals, clashing processes,and weak collaboration can derail thebest strategies. HOW TO AVOID IT: How Often Does Outsourcing Meet Objectives? •Look for an agency that feels likean extension of your team•Ensure personality and culturealign to support collaboration•Confirm processes and workflowsintegrate smoothly with your own•Establish shared goals and metricsso everyone is working toward thesame outcomes•Choose a partner flexible enough toscale with you as priorities evolve Most companies say their agency partners are hitting the mark.When collaboration and alignment are strong, agencies becomeseamless extensions of internal teams, driving the best results. Usually...........................................................................................................50%Always............................................................................................................23%Sometimes...................................................................................................17%Rarely..................