B2B brands report higher effectiveness than B2C brands, DMA data finds

The average number of effects reported by B2B brands has jumped 70% over the past two years, overtaking B2C campaigns for the first time.

By Emily Manock 12 Nov 2026 7:58 am

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B2B brands are now reporting higher effectiveness on average versus B2C marketing, according to new research from the Data and Marketing Association (DMA).

The research is based on entries to the DMA’s awards, and compares the average number of KPIs achieved or effects reported in B2B entries versus those in B2C entries.

The average number of effects reported by B2B brands over the past two years has risen by 70%. In that period, the average number of reported marketing effects per B2B campaign increased from 2.6 in 2022 to 2023 to 4.4 in 2024 to 2025.

In the 2024 to 2025 period, the average number of effects for B2B brands overtook B2C for the first time, which reported an average of 3.8 effects in the same period.

B2B marketers are increasingly focused on driving effectiveness in building brand, the research suggests. The average number of brand effects reported has doubled from an average of one per campaign in 2022 to 2023 to two in 2024 to 2025. The most recent figures mark a fourfold increase from the level recorded in 2018 to 2019.Most B2B businesses set to increase brand spend

However, the report identifies a disconnect between improved brand performance and commercial outcomes.

While the proportion of campaigns reporting increased brand awareness rose from 20% to 45% between 2022 to 2023 and 2024 to 2025, those reporting improved lead generation fell from 33% to 24%, a 27% decline.

Meanwhile, response and business effects have remained broadly flat over the longer term, raising questions about whether marketers are successfully converting brand investment into commercial growth or struggling to attribute its impact.

The research also identifies a growing divide between brand and demand generation objectives in campaigns. Despite stronger brand performance, the proportion of B2B campaigns combining brand building and response objectives has fallen from 37% to 25% over the past two years.

Acquisition versus retention

B2B marketers are increasingly focused on driving acquisition through their campaigns, at the expense of retention, the data suggests.

Acquisition-only campaigns now account for 71% of the DMA’s B2B award entries, up from 57% in 2022 to 2023, while retention-only activity represents just 9% of entries.

Separate DMA customer engagement research finds fewer than half (48%) of B2B marketers believe customer loyalty has increased over the past year, compared with 70% of B2C marketers.

Almost a third (30%) of B2B marketers identify difficulties measuring loyalty as a key challenge.

DMA CEO Rachel Aldighieri says the data represents “real progress” made by B2B marketers; however, she notes there is still considerable work to be done.

“The next step is to move beyond the choice between brand and demand, and ensure the way we measure marketing reflects the full contribution it makes,” she says. “That requires breaking down silos between marketing, sales and finance, agreeing what success looks like from the outset, and demonstrating effectiveness across the entire buying cycle.”