Marketing budgets are shifting dramatically in 2024, with businesses across the UK reassessing how they allocate their resources. After years of uncertainty, companies are becoming more strategic about where they invest their marketing pounds, prioritising channels that deliver measurable results and genuine business growth.
Digital Channels Continue Their Dominance
The digital transformation of marketing spend shows no signs of slowing down. Recent data indicates that digital marketing now accounts for more than 65% of total budgets across UK businesses, with this figure expected to reach 70% by 2025.
Email marketing continues to stand out for its cost-effectiveness, generating an average return of £42 for every £1 spent. This remarkable ROI explains why businesses are increasing their email outreach investments, particularly in the B2B sector where personalised communication consistently drives results.
Social media advertising is also claiming a growing share of spend. LinkedIn, in particular, has seen allocations rise by 23% year on year. With its advanced targeting capabilities, the platform enables businesses to reach decision-makers directly, making it indispensable for modern lead generation strategies.
The Rise of Account-Based Marketing
Account-based marketing (ABM) is capturing a larger share of B2B marketing budgets as companies move away from broad campaigns towards highly targeted approaches. This reflects the wider shift from quantity to quality in lead generation. Rather than casting wide nets, businesses are prioritising tools and strategies that allow them to focus resources on the prospects most likely to convert.
LinkedIn automation and outreach platforms are playing a pivotal role in this shift. By enabling sales teams to personalise engagement with decision-makers at scale, these tools are helping businesses to make ABM more efficient and effective.
Cold Calling Makes a Surprising Comeback
Cold calling is experiencing a revival, with budget allocations for telephone-based prospecting up 15% in the past year. Its resurgence is tied to its effectiveness when integrated with digital strategies.
The modern approach to cold calling is data-driven. Sales teams now use website visitor identification tools to identify warm prospects before making calls, dramatically improving conversion rates. Preparation and timing are critical, with calls informed by insights into prospect behaviour and needs, ensuring more relevant and productive conversations.
Data and Analytics Take Centre Stage
Budgets are increasingly directed towards analytics and measurement tools as businesses demand clearer evidence of ROI from marketing spend. Website visitor identification technology is attracting strong investment, providing visibility into which companies are browsing websites even without completing forms. This insight allows more targeted follow-up and higher-quality lead conversion.
Marketing automation platforms are also gaining share. By streamlining processes and maintaining personalisation at scale, these systems have become central to maintaining efficiency and competitive edge.
The Shift from Brand to Performance Marketing
Another significant trend is the movement away from brand awareness campaigns towards performance-driven marketing. Businesses are focusing on measurable outcomes such as qualified leads and revenue rather than vanity metrics.
In B2B specifically, where long sales cycles require ongoing engagement, marketing teams are investing in strategies that provide detailed visibility across the buyer journey. Content marketing still matters, but it is being judged more rigorously on its contribution to lead generation and acquisition. Instead of broad, generic content, companies are developing highly specific, problem-solving resources that directly address customer challenges.
Looking Ahead: Budget Planning for 2025
Looking forward, marketing budgets are expected to become even more focused on integrated, multi-channel strategies. The most successful businesses will continue to treat their activities as parts of a unified system rather than isolated campaigns.
AI and machine learning will play an increasing role in shaping where money is spent. Tools that predict customer behaviour and optimise campaigns in real time are quickly moving from optional to essential investments.
For UK companies planning their 2025 budgets, the priority is clear: invest in platforms and partners that can deliver measurable, multi-channel results and ensure that every pound spent contributes directly to sustainable business growth.
