ResaP®, a one-stop research data marketing service, announced the results of its 2026 survey on CPA by B2B marketing tactic, conducted among 100 marketing professionals working at B2B companies. Key findings: 1. Around 40% of B2B marketers felt that CPA had risen over the past year. The tactic most associated with rising CPA was seminars/webinars, cited by 58.3%. 2. For both target CPA and actual CPA, 37.0% answered “do not know/cannot answer,” indicating that CPA measurement infrastructure remains insufficient. 3. In response to rising CPA, the top tactic respondents want to strengthen going forward is SEO, at 27.0%. Only 6.0% plan to continue strengthening paid marketing tactics. The survey was planned by ResaP®, IDEATECH’s research marketing service, and conducted online from April 14 to April 15, 2026. Valid responses were collected from 100 marketing professionals working at B2B companies. Among paid marketing tactics currently being used, the most common answer was “none in particular,” at 38.0%. Among companies using paid tactics, advertising accounted for 33.0%, exhibitions for 30.0%, and seminars/webinars for 26.0%. For target CPA, both “10,000 yen to less than 15,000 yen” and “30,000 yen or more” were selected by 17.0% of respondents. However, 37.0% answered “do not know/cannot answer.” For actual CPA, “10,000 yen to less than 15,000 yen” was the most common at 19.0%, followed by “5,000 yen to less than 10,000 yen” at 12.0%, while 37.0% again answered “do not know/cannot answer.” Regarding CPA changes over the past year, 14.0% said CPA had “risen significantly” and 22.0% said it had “risen somewhat,” meaning 36.0% felt CPA had increased. Meanwhile, 20.0% reported no change, 10.0% reported a decrease, and 34.0% answered “do not know/cannot answer.” Among tactics where CPA decreased, seminars/webinars and exhibitions each accounted for 30.0%, while advertising, affiliate/external media placements, and referral sales each accounted for 20.0%. This question ha