Let’s be real: if you’re a B2B marketing leader in 2025 and not talking about AI, are you even in marketing? It’s in every boardroom, vendor pitch, and Martech headline. According to the Content Marketing Institute, 56% of B2B marketers now see AI as a high or medium priority, and 42% are already using generative AI for marketing and sales. But behind the buzz, something more interesting is happening—everyone’s using AI but very few are using it strategically.
This is Part 2 of our series unpacking findings from 10Fold’s 2025 Digital Marketing and Content Survey. In Part 1, we challenged the dominant narrative around AI and job cuts, showing that AI isn’t replacing content marketers, it’s unlocking their potential. Content marketing teams are evolving and blending in-house talent with agency partners to meet rising demand. Now, we’ll look at how they’re scaling content planning, production, and measurement—and where the real gaps still exist in adoption.
Content Output Is Up. Budgets? Not So Much.
Let’s start with the volume. Across a survey of 400 marketing leaders in the U.S. and Europe, 91% of B2B marketers said they’re producing more content in 2025, with the largest group (46%) creating up to five times more than they did last year. That’s not just growth; it’s scale on steroids. In sectors like AI and cybersecurity, those numbers jump even higher, 98% and 95%, respectively, are using AI in their content programs.
And yes, budgets are increasing, 89% of respondents reported some kind of boost. But here’s the nuance: 75% of those gains were modest, falling in the 1–10% range. That means teams are being asked to do a lot more… with not a lot more money.
It’s no surprise then that 47% of companies are using a mix of in-house and agency support to handle the load. Hybrid models aren’t just common. They’re becoming essential.
Content Marketing Teams Are Retooling to AI and Leaning on Agencies to Deliver
As AI transforms the content landscape, B2B marketing teams are adopting new tools and rebuilding how they work. And they’re not doing it alone. Agencies are playing a central role in this evolution, helping marketers navigate the complexity of AI-enabled content strategies. Our data shows that agency support spans the full spectrum: 62% of marketers use partners for AI-powered paid media, 49% for content creation and localization, 48% for distribution, 46% for platform strategy, and 43% for analytics.
But even with this expanded support, key strategic gaps remain. Only 36% are using agency support for content planning, and just 33% for thought leadership. While execution is scaling fast, many teams still lack the infrastructure for upstream planning and measurement. That’s the next frontier, not just producing more content but aligning it to smarter strategy and outcomes.
Ready to See Where You Stand?
At 10Fold, we help deep-tech brands do just that. Whether you’re looking to build an agile content engine, overhaul your workflow, or figure out where AI adds real ROI, not just noise, we’re here to help.
Download the 2025 Content Survey Report to see how the top B2B content marketing teams are scaling content with speed, scale and strategic impact.
Want to make AI work for your content strategy—not the other way around? Let’s talk