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Altitude Insights
Chemical MarketingTrends 2026–2027
Buying behavior in the chemical industry crossed a rubicon in 2026 as AI search platforms are now the second primary driver of qualified leads, lagging only slightly behind account-based marketing (ABM) strategies. This is according to 152 marketing leaders at chemical companies across the U.S. in a survey conducted by Altitude. It is the first time in any of our industry reports that traditional and paid search channels underperformed platforms like ChatGPT, Claude, and Perplexity.
The downstream effects are significant, impacting everything from 2027 marketing budgets to what and how much chemical companies anticipate outsourcing to third-party agencies. Paid search, for example, is losing prominence; our results show that just 1% of next year’s marketing spend will go toward the tactic. This is a logical response to new reality; AI search platforms are now the default discovery mechanism for most buyers, meaning there are fewer opportunities to reach them via the SERP.
Adapting to this reality means that chemical companies are adjusting their pocketbooks; in 2027 more than a third of respondent’s annual marketing investment will go toward improving AI search visibility. This is the largest share of any line item surveyed.
Benchmark your Strategy Against Chemical Marketing Leaders
Altitude’s synthetic peer will tell you how and where your 2027 marketing strategy or 2026 results align with or veer away from the industry norm. It takes a holistic view of your department to answer questions like:
The analysis is validated by data from this survey and context unique to Altitude chemical industry expertise, providing a response far more useful (and accurate) than an open query to an LLM.
How to Use It
Ask a question
Share your 2027 plan, budget split or lead sources in a few lines and ask how you compare. Want a full plan reviewed? Email louis@altitudemarketing.com.
Get a peer review
Responses are grounded in this survey of 152 chemical marketing leaders.
Keep the conversation going
Ask follow-up questions, or start over anytime.
What is a Synthetic Peer?
A first-party data and context layer that only Altitude (which works with global chemical companies including Wego, Neuchem, and Standard Fluids) can provide. This includes responses from this survey, in which 72% of respondents were at the director, VP or CMO level. This is not an open query to an LLM. The analysis is specific to the chemical industry, and validated on information that is not publicly available to any models. This significantly improves the value and accuracy of the response.
The Methodology
This report is based on a quantitative benchmarking survey of 152 marketing leaders at chemical manufacturing companies across the US. The survey was conducted in August, 2026.
Get the survey data: Markdown · CSV
Key Findings
AI Search a Top Lead Source 2026
AI search/GEO was the single best-performing lead source in 2026 for 27% of chemical manufacturing marketers surveyed, trailing only account-based marketing (32%).
GEO #1 Marketing Investment 2027
AI search/GEO will be the top budget priority in 2027 for 34% of chemical manufacturing marketers, surpassing every traditional channel and ABM.
Budgets & Teams Are Growing
90% of respondents expect budget increases in 2027, and 87% expect their teams to grow. Not a single respondent expects cuts to either.
Buyers Are Demanding More Proof
61% of respondents expect buyers will demand stronger proof of ROI in 2027, representing the top-cited shift in buying behavior two years running.
AI & Automation Is Still Reshaping Business
Automation, not cost or trade policy, tops marketers’ 2027 watchlist: 43% cite increased automation adoption as a top-three external factor ahead of cost inflation (36%) and regulation (38%).
Agencies Are Hired for Expertise, Not Just Bandwidth
85% plan to increase agency spend in 2027. The leading reasons: more expertise and better audience reach (30% each), well ahead of cost savings (15%).
02
AI Search/GEO Top Lead Source 2026 & Investment 2027
In 2026, AI search/GEO trailed only ABM as the top source of qualified leads, and marketing leaders expect AI/GEO to become the single largest planned budget line next year, likely bringing in agency partners to help them scale. This is a genuine reallocation of budget, and mirrors a shift that is already reshaping technical procurement. Organizations are increasingly using AI search to build vendor shortlists before ever engaging a sales team, making visibility in AI-generated answers the next big marketing push.
Which source generated the most qualified leads in 2026?
- Account-based marketing (ABM)32%48 of 152 respondents (31.6%)
- AI search / GEO27%41 of 152 respondents (27%)
- Organic SEO18%27 of 152 respondents (17.8%)
- Tradeshows / Events8%12 of 152 respondents (7.9%)
- Paid social7%11 of 152 respondents (7.2%)
- Paid search5%8 of 152 respondents (5.3%)
- Trade publication advertising2%3 of 152 respondents (2%)
- Display advertising1%2 of 152 respondents (1.3%)
Percentages are of all respondents who answered this question. Bar length is the share of respondents on a 0 to 100% scale.Source: Chemical Manufacturing Marketing Trends survey, August 2026
| Answer | Respondents | Share |
|---|---|---|
| Account-based marketing (ABM) | 48 | 31.6% |
| AI search / GEO | 41 | 27% |
| Organic SEO | 27 | 17.8% |
| Tradeshows / Events | 12 | 7.9% |
| Paid social | 11 | 7.2% |
| Paid search | 8 | 5.3% |
| Trade publication advertising | 3 | 2% |
| Display advertising | 2 | 1.3% |
Where do you plan to invest the greatest percentage of your marketing dollars in 2027?
- AI search / GEO34%52 of 152 respondents (34.2%)
- Account-based marketing (ABM)24%36 of 152 respondents (23.7%)
- Content creation12%18 of 152 respondents (11.8%)
- Display advertising5%8 of 152 respondents (5.3%)
- Email marketing5%7 of 152 respondents (4.6%)
- Marketing technology5%7 of 152 respondents (4.6%)
- SEO4%6 of 152 respondents (4%)
- Graphic design3%5 of 152 respondents (3.3%)
- Market research3%4 of 152 respondents (2.6%)
- Paid social3%4 of 152 respondents (2.6%)
- Paid search1%2 of 152 respondents (1.3%)
- Trade publication advertising1%1 of 152 respondents (0.7%)
- Video development1%1 of 152 respondents (0.7%)
- Website development1%1 of 152 respondents (0.7%)
- Organic social0%0 of 152 respondents (0%)
- Tradeshows / Events0%0 of 152 respondents (0%)
Percentages are of all respondents who answered this question. Bar length is the share of respondents on a 0 to 100% scale.Source: Chemical Manufacturing Marketing Trends survey, August 2026
| Answer | Respondents | Share |
|---|---|---|
| AI search / GEO | 52 | 34.2% |
| Account-based marketing (ABM) | 36 | 23.7% |
| Content creation | 18 | 11.8% |
| Display advertising | 8 | 5.3% |
| Email marketing | 7 | 4.6% |
| Marketing technology | 7 | 4.6% |
| SEO | 6 | 4% |
| Graphic design | 5 | 3.3% |
| Market research | 4 | 2.6% |
| Paid social | 4 | 2.6% |
| Paid search | 2 | 1.3% |
| Trade publication advertising | 1 | 0.7% |
| Video development | 1 | 0.7% |
| Website development | 1 | 0.7% |
| Organic social | 0 | 0% |
| Tradeshows / Events | 0 | 0% |
What is your single biggest marketing challenge right now?
- AI implementation25%38 of 152 respondents (25%)
- Proving ROI23%35 of 152 respondents (23%)
- Sales & marketing alignment14%21 of 152 respondents (13.8%)
- Lead quality13%20 of 152 respondents (13.2%)
- Martech gaps11%17 of 152 respondents (11.2%)
- Staffing / bandwidth7%11 of 152 respondents (7.2%)
- Budget constraints7%10 of 152 respondents (6.6%)
Percentages are of all respondents who answered this question. Bar length is the share of respondents on a 0 to 100% scale.Source: Chemical Manufacturing Marketing Trends survey, August 2026
| Answer | Respondents | Share |
|---|---|---|
| AI implementation | 38 | 25% |
| Proving ROI | 35 | 23% |
| Sales & marketing alignment | 21 | 13.8% |
| Lead quality | 20 | 13.2% |
| Martech gaps | 17 | 11.2% |
| Staffing / bandwidth | 11 | 7.2% |
| Budget constraints | 10 | 6.6% |
03
Budgets & Teams Are Growing
While marketing within the manufacturing sector has historically been more conservatively funded than other B2B industries, the AI boom and shifting buyer behavior are increasing the cost of staying invisible.
What is your total annual marketing budget for this year (fiscal or calendar)?
- Less than $10k0%0 of 152 respondents (0%)
- $11k - $50k5%7 of 152 respondents (4.6%)
- $51k - $100k27%41 of 152 respondents (27%)
- $101k - $500k34%52 of 152 respondents (34.2%)
- $501k - $1M15%23 of 152 respondents (15.1%)
- More than $1M19%29 of 152 respondents (19.1%)
Percentages are of all respondents who answered this question. Bar length is the share of respondents on a 0 to 100% scale.Source: Chemical Manufacturing Marketing Trends survey, August 2026
| Answer | Respondents | Share |
|---|---|---|
| Less than $10k | 0 | 0% |
| $11k - $50k | 7 | 4.6% |
| $51k - $100k | 41 | 27% |
| $101k - $500k | 52 | 34.2% |
| $501k - $1M | 23 | 15.1% |
| More than $1M | 29 | 19.1% |
Looking ahead, how do you expect your total annual marketing budget to change in 2027?
- Increase greatly25%38 of 152 respondents (25%)
- Increase somewhat65%99 of 152 respondents (65.1%)
- Stay the same10%15 of 152 respondents (9.9%)
- Decrease somewhat0%0 of 152 respondents (0%)
- Decrease greatly0%0 of 152 respondents (0%)
Percentages are of all respondents who answered this question. Bar length is the share of respondents on a 0 to 100% scale.Source: Chemical Manufacturing Marketing Trends survey, August 2026
| Answer | Respondents | Share |
|---|---|---|
| Increase greatly | 38 | 25% |
| Increase somewhat | 99 | 65.1% |
| Stay the same | 15 | 9.9% |
| Decrease somewhat | 0 | 0% |
| Decrease greatly | 0 | 0% |
Looking ahead, how do you expect the size of your marketing department to change in 2027?
- Increase significantly29%44 of 152 respondents (28.9%)
- Increase slightly58%88 of 152 respondents (57.9%)
- Stay the same13%20 of 152 respondents (13.2%)
- Decrease slightly0%0 of 152 respondents (0%)
- Decrease significantly0%0 of 152 respondents (0%)
Percentages are of all respondents who answered this question. Bar length is the share of respondents on a 0 to 100% scale.Source: Chemical Manufacturing Marketing Trends survey, August 2026
| Answer | Respondents | Share |
|---|---|---|
| Increase significantly | 44 | 28.9% |
| Increase slightly | 88 | 57.9% |
| Stay the same | 20 | 13.2% |
| Decrease slightly | 0 | 0% |
| Decrease significantly | 0 | 0% |
04
Buyers Are Demanding More Proof
Buyers may not be getting more price-sensitive but they may be less willing to gamble on an unfamiliar supplier, preferring to lean on vendors they already trust or can verify with real proof points. For marketers, investing in credibility content that reduces perceived risk, while also building digital visibility (including in AI search) may matter more in 2027 than winning buyers over a longer, more traditional sales cycle.
How has buying behavior changed in 2026 compared to previous years?
- Higher demand for proof / ROI59%89 of 152 respondents (58.6%)
- Longer buying cycles44%67 of 152 respondents (44.1%)
- Increased interest in sustainability40%61 of 152 respondents (40.1%)
- Increased price sensitivity39%60 of 152 respondents (39.5%)
- More stakeholders involved in decisions39%60 of 152 respondents (39.5%)
- Greater reliance on digital research38%58 of 152 respondents (38.2%)
- Increased interest in compliance38%58 of 152 respondents (38.2%)
- Preference for known vendors27%41 of 152 respondents (27%)
Select all that apply, so percentages total more than 100%. Bar length is the share of respondents on a 0 to 100% scale.Source: Chemical Manufacturing Marketing Trends survey, August 2026
| Answer | Respondents | Share |
|---|---|---|
| Higher demand for proof / ROI | 89 | 58.6% |
| Longer buying cycles | 67 | 44.1% |
| Increased interest in sustainability | 61 | 40.1% |
| Increased price sensitivity | 60 | 39.5% |
| More stakeholders involved in decisions | 60 | 39.5% |
| Greater reliance on digital research | 58 | 38.2% |
| Increased interest in compliance | 58 | 38.2% |
| Preference for known vendors | 41 | 27% |
Looking ahead, how do you expect buying behavior to change in 2027?
- Higher demand for proof / ROI61%93 of 152 respondents (61.2%)
- Greater reliance on digital research45%69 of 152 respondents (45.4%)
- Increased interest in sustainability44%67 of 152 respondents (44.1%)
- Longer buying cycles40%61 of 152 respondents (40.1%)
- Increased interest in compliance39%60 of 152 respondents (39.5%)
- More stakeholders involved in decisions36%54 of 152 respondents (35.5%)
- Preference for known vendors34%51 of 152 respondents (33.6%)
- Increased price sensitivity31%47 of 152 respondents (30.9%)
Select all that apply, so percentages total more than 100%. Bar length is the share of respondents on a 0 to 100% scale.Source: Chemical Manufacturing Marketing Trends survey, August 2026
| Answer | Respondents | Share |
|---|---|---|
| Higher demand for proof / ROI | 93 | 61.2% |
| Greater reliance on digital research | 69 | 45.4% |
| Increased interest in sustainability | 67 | 44.1% |
| Longer buying cycles | 61 | 40.1% |
| Increased interest in compliance | 60 | 39.5% |
| More stakeholders involved in decisions | 54 | 35.5% |
| Preference for known vendors | 51 | 33.6% |
| Increased price sensitivity | 47 | 30.9% |
05
Agencies Are Hired for Expertise, Not Just Bandwidth
Chemical manufacturing marketers aren't just outsourcing more in 2027, they're outsourcing differently. Expertise and audience reach tied as the top-cited reasons for working with an agency, double the share who cite cost savings and more than three times those citing bandwidth alone. In other words, marketing leaders in this space are treating agencies less like overflow capacity and more like specialized capability they don't have in-house, especially around AI/GEO, ABM, and other emerging disciplines that demand skills many internal teams are still building.
How do you expect your use of outsourced marketing to change in 2027?
- Greatly increase18%27 of 152 respondents (17.8%)
- Increase somewhat68%103 of 152 respondents (67.8%)
- Stay the same14%22 of 152 respondents (14.5%)
- Decrease somewhat0%0 of 152 respondents (0%)
- Greatly decrease0%0 of 152 respondents (0%)
Percentages are of all respondents who answered this question. Bar length is the share of respondents on a 0 to 100% scale.Source: Chemical Manufacturing Marketing Trends survey, August 2026
| Answer | Respondents | Share |
|---|---|---|
| Greatly increase | 27 | 17.8% |
| Increase somewhat | 103 | 67.8% |
| Stay the same | 22 | 14.5% |
| Decrease somewhat | 0 | 0% |
| Greatly decrease | 0 | 0% |
What is your primary reason for outsourcing to a marketing agency?
- Better audience reach30%45 of 152 respondents (29.6%)
- More expertise30%45 of 152 respondents (29.6%)
- Increased speed17%26 of 152 respondents (17.1%)
- Cost savings15%23 of 152 respondents (15.1%)
- Additional bandwidth9%13 of 152 respondents (8.6%)
Percentages are of all respondents who answered this question. Bar length is the share of respondents on a 0 to 100% scale.Source: Chemical Manufacturing Marketing Trends survey, August 2026
| Answer | Respondents | Share |
|---|---|---|
| Better audience reach | 45 | 29.6% |
| More expertise | 45 | 29.6% |
| Increased speed | 26 | 17.1% |
| Cost savings | 23 | 15.1% |
| Additional bandwidth | 13 | 8.6% |
In 2027, which marketing tactics do you plan to outsource to agency partners?
- AI search / GEO50%76 of 152 respondents (50%)
- Account-based marketing (ABM)39%59 of 152 respondents (38.8%)
- SEO30%45 of 152 respondents (29.6%)
- Video development30%45 of 152 respondents (29.6%)
- Content creation29%44 of 152 respondents (28.9%)
- Website development25%38 of 152 respondents (25%)
- Paid search24%37 of 152 respondents (24.3%)
- Market research24%36 of 152 respondents (23.7%)
- Marketing technology24%36 of 152 respondents (23.7%)
- Paid social24%36 of 152 respondents (23.7%)
- Tradeshows / Events24%36 of 152 respondents (23.7%)
- Display advertising22%33 of 152 respondents (21.7%)
- Email marketing21%32 of 152 respondents (21.1%)
- Organic social17%26 of 152 respondents (17.1%)
- Graphic design16%24 of 152 respondents (15.8%)
- Trade publication advertising15%23 of 152 respondents (15.1%)
Select all that apply, so percentages total more than 100%. Bar length is the share of respondents on a 0 to 100% scale.Source: Chemical Manufacturing Marketing Trends survey, August 2026
| Answer | Respondents | Share |
|---|---|---|
| AI search / GEO | 76 | 50% |
| Account-based marketing (ABM) | 59 | 38.8% |
| SEO | 45 | 29.6% |
| Video development | 45 | 29.6% |
| Content creation | 44 | 28.9% |
| Website development | 38 | 25% |
| Paid search | 37 | 24.3% |
| Market research | 36 | 23.7% |
| Marketing technology | 36 | 23.7% |
| Paid social | 36 | 23.7% |
| Tradeshows / Events | 36 | 23.7% |
| Display advertising | 33 | 21.7% |
| Email marketing | 32 | 21.1% |
| Organic social | 26 | 17.1% |
| Graphic design | 24 | 15.8% |
| Trade publication advertising | 23 | 15.1% |
06
Priorities & Pressures
Chemical manufacturing marketers are weighing a similar set of priorities for 2027 with no single goal standing out as the clear #1 priority. We do know, however, that supporting distributors and channel partners will continue to play a role. All this is set against the broader business backdrop of continued automation adoption at an operational level as well as increasing costs, economic instability, and growing regulatory pressure.
How are you prioritizing the following marketing goals in 2027?
- Ranked 1 (highest)
- Ranked 2
- Ranked 3
- Ranked 4
- Ranked 5 (lowest)
- Improving lead qualityScore 3.38Improving lead quality — #1: 46 · #2: 37 · #3: 21 · #4: 25 · #5: 23
- Building trust / credibilityScore 2.99Building trust / credibility — #1: 27 · #2: 34 · #3: 29 · #4: 35 · #5: 27
- Brand awarenessScore 2.91Brand awareness — #1: 27 · #2: 26 · #3: 40 · #4: 25 · #5: 34
- Lead generationScore 2.91Lead generation — #1: 23 · #2: 30 · #3: 39 · #4: 30 · #5: 30
- Thought leadershipScore 2.80Thought leadership — #1: 29 · #2: 25 · #3: 23 · #4: 37 · #5: 38
Respondents ranked all five goals from highest to lowest priority. Score is the weighted average, where higher means higher priority.Source: Chemical Manufacturing Marketing Trends survey, August 2026
| Goal | Score | Ranked 1 | Ranked 2 | Ranked 3 | Ranked 4 | Ranked 5 |
|---|---|---|---|---|---|---|
| Improving lead quality | 3.38 | 46 | 37 | 21 | 25 | 23 |
| Building trust / credibility | 2.99 | 27 | 34 | 29 | 35 | 27 |
| Brand awareness | 2.91 | 27 | 26 | 40 | 25 | 34 |
| Lead generation | 2.91 | 23 | 30 | 39 | 30 | 30 |
| Thought leadership | 2.80 | 29 | 25 | 23 | 37 | 38 |
Which of the following distributor/channel support does your marketing budget currently fund?
- Sales enablement materials79%120 of 152 respondents (79%)
- Co-op marketing programs69%105 of 152 respondents (69.1%)
- Distributor portal development / maintenance57%86 of 152 respondents (56.6%)
- Training or onboarding content51%78 of 152 respondents (51.3%)
Select all that apply, so percentages total more than 100%. Bar length is the share of respondents on a 0 to 100% scale.Source: Chemical Manufacturing Marketing Trends survey, August 2026
| Answer | Respondents | Share |
|---|---|---|
| Sales enablement materials | 120 | 79% |
| Co-op marketing programs | 105 | 69.1% |
| Distributor portal development / maintenance | 86 | 56.6% |
| Training or onboarding content | 78 | 51.3% |
Which external factors do you expect to have the greatest impact on your company as a whole in 2027?
- Increased automation adoption43%65 of 152 respondents (42.8%)
- Increased regulatory or compliance requirements38%58 of 152 respondents (38.2%)
- Cost inflation (materials, logistics, energy, etc.)36%55 of 152 respondents (36.2%)
- Global or regional economic conditions36%55 of 152 respondents (36.2%)
- Competitive pressure28%43 of 152 respondents (28.3%)
- Supply chain disruptions28%43 of 152 respondents (28.3%)
- Capital investment constraints24%37 of 152 respondents (24.3%)
- Workforce availability22%34 of 152 respondents (22.4%)
- Trade policy18%27 of 152 respondents (17.8%)
Respondents selected their top three, so percentages total more than 100%. Bar length is the share of respondents on a 0 to 100% scale.Source: Chemical Manufacturing Marketing Trends survey, August 2026
| Answer | Respondents | Share |
|---|---|---|
| Increased automation adoption | 65 | 42.8% |
| Increased regulatory or compliance requirements | 58 | 38.2% |
| Cost inflation (materials, logistics, energy, etc.) | 55 | 36.2% |
| Global or regional economic conditions | 55 | 36.2% |
| Competitive pressure | 43 | 28.3% |
| Supply chain disruptions | 43 | 28.3% |
| Capital investment constraints | 37 | 24.3% |
| Workforce availability | 34 | 22.4% |
| Trade policy | 27 | 17.8% |
07
AI Usage & ROI
AI is now a daily habit for chemical manufacturing marketers. Despite the popularity of AI content generation, respondents say the highest-ROI use case is analyzing data, and that usage is translating into real time savings that can be redirected toward strategic work rather than manual tasks.
How often do you use AI tools?
- Daily60%91 of 152 respondents (59.9%)
- Weekly33%50 of 152 respondents (32.9%)
- Monthly2%3 of 152 respondents (2%)
- Less than monthly0%0 of 152 respondents (0%)
- Never5%8 of 152 respondents (5.3%)
Percentages are of all respondents who answered this question. Bar length is the share of respondents on a 0 to 100% scale.Source: Chemical Manufacturing Marketing Trends survey, August 2026
| Answer | Respondents | Share |
|---|---|---|
| Daily | 91 | 59.9% |
| Weekly | 50 | 32.9% |
| Monthly | 3 | 2% |
| Less than monthly | 0 | 0% |
| Never | 8 | 5.3% |
Which use of AI delivers the most ROI for you?
- Analyzing data40%58 of 144 respondents (40.3%)
- Generating original content21%30 of 144 respondents (20.8%)
- Generating images or illustrations12%17 of 144 respondents (11.8%)
- Finding information11%16 of 144 respondents (11.1%)
- Repurposing existing content11%16 of 144 respondents (11.1%)
- Creating video5%7 of 144 respondents (4.9%)
Percentages are of all respondents who answered this question. Bar length is the share of respondents on a 0 to 100% scale.Source: Chemical Manufacturing Marketing Trends survey, August 2026
| Answer | Respondents | Share |
|---|---|---|
| Analyzing data | 58 | 40.3% |
| Generating original content | 30 | 20.8% |
| Generating images or illustrations | 17 | 11.8% |
| Finding information | 16 | 11.1% |
| Repurposing existing content | 16 | 11.1% |
| Creating video | 7 | 4.9% |
How many hours per week are you personally saving by using AI?
- Less than 1 hour0%0 of 144 respondents (0%)
- 1-4 hours22%32 of 144 respondents (22.2%)
- 5-10 hours54%78 of 144 respondents (54.2%)
- 11-20 hours19%27 of 144 respondents (18.8%)
- More than 20 hours5%7 of 144 respondents (4.9%)
Percentages are of all respondents who answered this question. Bar length is the share of respondents on a 0 to 100% scale.Source: Chemical Manufacturing Marketing Trends survey, August 2026
| Answer | Respondents | Share |
|---|---|---|
| Less than 1 hour | 0 | 0% |
| 1-4 hours | 32 | 22.2% |
| 5-10 hours | 78 | 54.2% |
| 11-20 hours | 27 | 18.8% |
| More than 20 hours | 7 | 4.9% |
08
Who We Surveyed
More than 70% of participants held senior-level positions (director or above) with the largest share identifying as Directors responsible for driving strategy and execution, representing an experienced respondent base.
Which best describes your role?
- Director of Marketing55%83 of 152 respondents (54.6%)
- Marketing Manager15%23 of 152 respondents (15.1%)
- Product Marketing13%20 of 152 respondents (13.2%)
- CMO9%13 of 152 respondents (8.6%)
- VP of Marketing9%13 of 152 respondents (8.6%)
Percentages are of all respondents who answered this question. Bar length is the share of respondents on a 0 to 100% scale.Source: Chemical Manufacturing Marketing Trends survey, August 2026
| Answer | Respondents | Share |
|---|---|---|
| Director of Marketing | 83 | 54.6% |
| Marketing Manager | 23 | 15.1% |
| Product Marketing | 20 | 13.2% |
| CMO | 13 | 8.6% |
| VP of Marketing | 13 | 8.6% |
What best describes the sector(s) your company operates in?
- Industrial67%102 of 152 respondents (67.1%)
- Pharmaceuticals37%56 of 152 respondents (36.8%)
- Food & nutrition21%32 of 152 respondents (21.1%)
- Agriculture12%18 of 152 respondents (11.8%)
- Energy12%18 of 152 respondents (11.8%)
Select all that apply, so percentages total more than 100%. Bar length is the share of respondents on a 0 to 100% scale.Source: Chemical Manufacturing Marketing Trends survey, August 2026
| Answer | Respondents | Share |
|---|---|---|
| Industrial | 102 | 67.1% |
| Pharmaceuticals | 56 | 36.8% |
| Food & nutrition | 32 | 21.1% |
| Agriculture | 18 | 11.8% |
| Energy | 18 | 11.8% |
What is your organization's approximate annual revenue?
- <$10M3%4 of 152 respondents (2.6%)
- $10M - $50M20%30 of 152 respondents (19.7%)
- $51M - $250M53%80 of 152 respondents (52.6%)
- $251M - $1B19%29 of 152 respondents (19.1%)
- $1B+6%9 of 152 respondents (5.9%)
Percentages are of all respondents who answered this question. Bar length is the share of respondents on a 0 to 100% scale.Source: Chemical Manufacturing Marketing Trends survey, August 2026
| Answer | Respondents | Share |
|---|---|---|
| <$10M | 4 | 2.6% |
| $10M - $50M | 30 | 19.7% |
| $51M - $250M | 80 | 52.6% |
| $251M - $1B | 29 | 19.1% |
| $1B+ | 9 | 5.9% |
What is the size of your marketing department currently?
- Less than 1 team member (fractional employee)0%0 of 152 respondents (0%)
- 1 team member1%1 of 152 respondents (0.7%)
- 2-5 team members7%11 of 152 respondents (7.2%)
- 6-10 team members45%68 of 152 respondents (44.7%)
- 11-15 team members25%38 of 152 respondents (25%)
- More than 15 team members22%34 of 152 respondents (22.4%)
Percentages are of all respondents who answered this question. Bar length is the share of respondents on a 0 to 100% scale.Source: Chemical Manufacturing Marketing Trends survey, August 2026
| Answer | Respondents | Share |
|---|---|---|
| Less than 1 team member (fractional employee) | 0 | 0% |
| 1 team member | 1 | 0.7% |
| 2-5 team members | 11 | 7.2% |
| 6-10 team members | 68 | 44.7% |
| 11-15 team members | 38 | 25% |
| More than 15 team members | 34 | 22.4% |
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