WATCH: Planning Your 2026 Marketing Budget (The Strategic Way)

How much should you invest in marketing? Which channels deserve your budget? And how do you prove it's actually working? These are the questions that commonly keep marketing leaders up at night.

In this video conversation, we sat down with Daniel Swepson, Marketing Director at Show + Tell and Next Chapter, to explore how B2B brands can approach marketing budgets strategically, avoid common pitfalls, and demonstrate real ROI.

Beyond Percentages: Strategic Budget Planning

There's no magic formula for marketing spend. But there are strategic principles that help B2B brands make smarter investment decisions - especially as AI, automation, and new channels continue to emerge and change the landscape.

"If you're looking at your marketing budget and how much you should spend annually, think about what that prospect or customer is worth to you and the business. That's the ultimate goal - generating growth, leads and revenue. I think there has to be some correlation between what marketing generates and what value that has for the business." - Daniel, Marketing Director at Next Chapter & Show + Tell

What We Cover In This Conversation

In the full video, Daniel discusses:

• Key considerations when planning marketing budgets
• Whether benchmark percentages actually help (and when to use them)
• The biggest mistakes B2B brands make with marketing spend
• How AI and automation influence investment decisions
• The one thing B2B brands should prioritise in 2026

Watch The Full Conversation

Ready to dive in? Watch the complete discussion below.

Prefer to read?

Read Daniel's insights in blog form - Planning Your 2026 Marketing Budget: A Strategic Guide For B2B Brands.

About The Speaker

Daniel Swepson is Co-founder and Marketing Director at Next Chapter and Show + Tell, working with B2B brands to develop and execute marketing strategies that drive measurable growth. With expertise spanning digital marketing, brand strategy, and marketing technology, he helps businessed invest smarter and prove impact.

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