Annual Marketing Planning
A clear annual marketing plan focuses your efforts and keeps resources aligned as you work toward longer-range strategic objectives. Read our insights to improve your marketing planning process.
Insights
Blog
European Leaders: Align Budget Planning To Accelerate Performance In 2025
Upbeat budget expectations for 2025 will serve European leaders well, but placing the right bets will be critical to securing a competitive edge. Read a few of our top recommendations.
Podcast
How Should Business And Tech Leaders Spend In 2025?
Business and tech leaders expect (slightly) bigger budgets next year. How should they use them? On this episode of What It Means, VPs and Group Research Directors Stephanie Balaouras, Keith Johnston, and Srividya Sridharan dive into Forrester’s Budget Planning Guides’ recommendations for tech, marketing and sales, and customer experience (CX) leaders.
Make The Right Marketing Budget Moves In 2025
Need budget perspective? Watch our 2025 budget planning webinar to hear benchmarks and analyst advice on where to invest, divest, and experiment with your budget.
Webinar
2025 Budget Planning: B2B Marketing
Watch the on-demand replay to explore benchmarks and advice on where to increase, decrease, and experiment with your marketing budget.
Blog
B2B CMOs Don’t Expect 2025 Growth To Come From Budget Increases
B2B marketing leaders ae no strangers to stretching budgets. As they head into a new planning cycle, our research will help them know where to focus for optimal results.
Blog
Align Budget Planning To Accelerate Performance In 2025
Business and technology leaders are gearing up to spend in the coming year. Making the most of modest budget hikes will take cross-functional collaboration, a willingness to part with outdated tech, and strategic experimentation with (and beyond) AI.
Blog
Call For Entries: Forrester B2B Summit APAC 2024 Awards
APAC B2B marketers: If you have a cross-functional alignment success story or have achieved exceptional results from a single function, we want to hear from you. Learn more about our B2B Summit APAC awards and how to apply.
Blog
Unleashing Field Marketing To Drive Growth In Asia Pacific
We explore key findings for APAC from Forrester’s 2023 State Of B2B Field Marketing Survey to help organizations understand the state of field marketing regionally and what this means for the operation and organization of a future-ready field marketing organization.
Blog
According To Our Latest B2C Marketing Survey, Data Deprecation’s Complexity Reigns
Every year, Forrester surveys over 1,000 marketing decision-makers around the world to learn about their priorities, challenges, and plans. For the past few years, four forces — consumers’ dissatisfaction with invasive audience targeting; browser and operating system restrictions; legislators and de facto regulators such as Apple limiting consumers’ trackability; and advertisers ceding control to walled […]
Blog
Consumer Spending 2024: What It Means For Your Brand
2023 was a confusing year: The consumers blew cold, and the economy blew hot. The recession-to-be didn’t materialize, and the economic outlook wasn’t half as bad as consumers would have you believe. Yet, notes from the post-pandemic blues keep wafting in the air no matter the macroeconomic drumbeat. This year, the economy is headed for […]
Blog
How To Capitalize On Conversational Search
As generative AI becomes more deeply integrated into search engine results pages (SERPs), conversational search will grow. Learn what the change means for marketers.
Blog
B2B Marketing Planning Is Connected But Doesn’t Need To Be Overwhelming
The future of B2B marketing planning will be integrated, sequenced, and adaptive.
Blog
Make Lifecycle Revenue Marketing Part Of Your Annual Plan
Forty-six percent of B2B marketing decision-makers responsible for demand/ABM marketing say that standing up a new marketing approach is their biggest point of focus to support growth over the next 12 months. Enter lifecycle revenue marketing (LRM), the most comprehensive approach to frontline marketing. It’s also Forrester’s definition of best-in-class frontline B2B marketing. Here are […]
Get More From Your 2025 B2B Marketing Budget
Synergy and collaboration will be key to making marketing investments go further. Download our 2025 B2B marketing Planning Guide to learn more.
Blog
Marketing And Sales Can’t Align Without This
Are your marketing and sales functions aligned? It may depend on who you ask. Business and technology decision-makers who work in sales are almost twice as likely as those in marketing to say that marketing operates independently or is minimally aligned with other internal functions. Whether the disconnect is more perception or reality, the results […]
Blog
Power Up Your Content With A Plan On A Page
A list of characteristics is not a plan! Get yours in order by capturing your consolidated B2B content strategy in a Forrester content plan on a page.
Blog
Three Tips To Guide B2B Demand Marketing Leaders’ Plans For 2024
Where should demand and ABM teams focus their efforts in the coming year? Explore the highlights from Forrester's planning guide report.
Blog
The Latest And Greatest Marketing Measurement Service Providers
The marketing analytics category — which spans software services that help measure marketing and media efficacy — has grown significantly in the past three years. According to Forrester’s data, adoption of unified measurement methods has increased by 13% since 2021; marketing mix modeling is one of the top five technologies a marketer plans to use […]
Blog
Brand Investments Are Up But Maybe Not Where You Think
Website/digital shows the biggest gains across both programs and headcount, continuing a long-running trend toward a digital-first investment strategy.
Join Us In Singapore To Supercharge Your B2B Success
Register for B2B Summit APAC, coming to Singapore on October 1. Access growth, revenue, alignment, sales, genAI, and product strategies to boost your brand success.
Blog
2024 Planning: Revenue Operations And Four B2B Must-Do’s
With 2024 planning season rapidly approaching, preview Forrester’s four B2B revenue operations “must-do’s” to drive customer value and business growth.
Blog
Market Limbo Requires That Marketers Remain Limber
For 2024, marketing executives must steer clear of “growth at any cost” and make strategic decisions about their B2C marketing budgets and work closely with CX and digital teams. Read our recommendations.
Blog
Driving Predictable Growth In Unpredictable Times
Many B2B marketing leaders expect a modest bump in budget in 2024. Our newly released planning guide offers data-backed insight on how best to use that increased budget.
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