B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
32%
32% -- owned media investment increase plans for B2B marketers (2026)
32% of B2B marketers plan to increase their investment in owned media in 2026.
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
32%
Unit
Percentage
Data Vintage
2026
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Content Marketing Institute
Primary
Tier C
https://atlasperk.com/guides/content-strategy-for-travel/content-planning/ ↗
Source Article
Content Planning for Travel: A 7-Step Framework
Content Strategy & Planning for Travel Businesses
Market Verdict: Content Planning for Travel Businesses
The gap between having a content strategy (97% of B2B marketers) and having it documented (41%) represents the biggest operational opportunity for travel businesses. With 35% of travel website tr…
Original Research
Content Marketing Institute
· Original study ↗
Methodology
CMI, cited via AtlasPerk
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
B2B marketers: 32% owned media investment increase plans. Source: Content Marketing Institute (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/b2b-owned-media-investment-increase-2026
HTML Embed
<blockquote cite="https://lighthousedata.io/data/b2b-owned-media-investment-increase-2026" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>32%</strong> -- owned media investment increase plans for B2B marketers<br><small>Source: Content Marketing Institute (2026) · <a href="https://lighthousedata.io/data/b2b-owned-media-investment-increase-2026" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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