As B2B marketing executives prepare for 2026 planning, one thing is clear: Optimism about budget growth is high, but so is the pressure to deliver results in an unpredictable environment. Forrester’s latest Budget Planning Guide for B2B marketing executives reveals that 83% of B2B marketing decision-makers expect increased investment over the next 12 months. Despite this hope, persistent economic and geopolitical volatility demands a strategic, focused approach to planning. More than ever, success will hinge on where marketers choose to invest, divest, and experiment.

Regional Budget Insights

Global volatility is affecting regional markets differently. Here’s some of what we learned from the respondents, based in North America, Europe, and Asia Pacific, of Forrester’s Budget Planning Survey, 2025:

  • North America: In the US, 37% of marketing decision-makers are quite optimistic, expecting a budget increase of 5% or more. Whether that materializes or not, Forrester recommends a focused approach to resource allocation.
  • Europe: In addition to uncertainty about the political and socioeconomic environment stemming from the US political landscape and the possibility of tariffs and other disruptions to supply chains, French, German, and UK B2B marketers must navigate a more complex regulatory landscape and sluggish economic recovery. Nonetheless, many remain optimistic and report that they invest 9% of revenue in marketing, with 37% expecting budget increases over the next 12 months.
  • Asia Pacific: These marketing leaders are behind their counterparts in other regions with respect to marketing investment as a percentage of revenue. Just under half of respondents indicated they plan to invest 7.1% or more of revenue in marketing, significantly less than their North American and European counterparts. Yet across the board — in programs, personnel, and technology — Asia Pacific marketers express the highest planned investment increase in the next 12 months.

Strategic Advice For 2026 Planning

We group our annual client guidance into three areas: items to increase investment in, those to divest from, and experiments to consider. Beyond regional considerations, here’s how we are guiding clients heading into 2026 generally:

  • Invest: Focus on resilience and buyer adaptation. Start by reassessing your target markets. Use relative targeting to prioritize segments where your organization can win — those with high market attractiveness and strong execution readiness that are less exposed to global trade and political disruption. If the potential exists to lose customers in disrupted markets, we recommend emphasizing new customer acquisition via demand generation in these more stable domestic markets. Next, adapt revenue processes and audience strategies to reflect the rise of buying networks and AI-assisted decision-making. Invest in upskilling your team, especially in AI tools, data analysis, and human-centered storytelling.
  • Divest: Exit risky segments and eliminate inefficiencies. Now is the time to walk away from unstable or unprofitable segments. For example, acquisition programs targeting certain US government agencies may no longer be viable due to budget constraints and decision-making uncertainty. Replace manual tasks with AI wherever possible — data entry, content creation, and email sequencing are all ripe for automation. Shut down “spray and pray” campaigns and unfocused brand efforts that lack strategic alignment. Finally, rationalize your tech stack by eliminating redundant tools and cutting nonstrategic operational costs.
  • Experiment: Test for efficiency and future growth. Even in tight budget environments, experimentation is essential. Apply a layered measurement strategy that combines traditional metrics with predictive analytics and mines conversational intelligence for insights. Reallocate at least 15% of your content or digital spend to improve AI search visibility through modular content, schema markup, and expert profile optimization. Explore product-led growth strategies to drive renewals and upsell opportunities by leveraging user behavior data and in-app engagement.

Turn Insights Into Action

Whether you’re a Forrester client or not, this year’s Budget Planning Guide for B2B marketing executives is more than just a report — it distills the collective guidance from our marketing analysts and executive advisors who meet with CMOs and other marketing leaders every day. Download our complimentary copy of Budget Planning Guide 2026: B2B Marketing Executives, along with the accompanying worksheet to help you put the report’s recommendations into action. Then, register for our upcoming webinar to dive deeper into the advice and ask questions of our experts.

Already a Forrester client? Access the full report and reach out to schedule a guidance session to apply the research in your business’s specific context.