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
2025 B2B Marketing Predictions For Indian CMOs
Earlier this month, we wrapped up Forrester’s India Predictions 2025 event. I look forward to this event every year, and this year was no exception. This year’s event for India saw record turnout, with over 350 participants across three cities in India including marketing and tech leaders.
Blog
The Average B2B Firm Invests 8% Of Revenue In Marketing — But That’s Not The Whole Story
Global averages mask a great deal of nuance. Get an overview of our B2B marketing budget benchmark reports and find out how they can help you evaluate your marketing investment.
Blog
B2B Marketing Measurement Isn’t Trusted, And It’s About To Get Worse — A Bonus Prediction
Let’s brace ourselves for a hard truth. Trust in marketing measurement is already poor, and left unchecked, it’s poised to get 20% worse. Learn about the challenges and market forces contributing to this decline, and find out the steps that you can take to enhance trust in marketing measurement.
Blog
Building The Elements Of Your B2B Marketing Plan
Once you’ve gathered the input needed to create an annual marketing plan, the next step is to define the plan’s components. Learn how, step by step.
Blog
The Three Key Inputs You Need For B2B Marketing Planning
For a B2B annual marketing plan to be meaningful, marketing leaders need the right information — and to know how to find it.
Blog
Annual Planning Season Is Here — Make It As Productive As Possible
Having a sound marketing planning process is critical to ensure efforts are aligned with company objectives. In this first post of a three-part series, we introduce a methodical approach to B2B marketing planning.
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.
Jan. 23 B2B Marketing & Sales Predictions Webinar
Join us live to explore the impact of our 2025 predictions on your B2B marketing and sales strategy. Get analyst advice on how to prepare for what’s ahead.
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.
Webinar
2025 Budget Planning Guides: 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.
Ready For 2025? Discover Key B2B Marketing And Sales Predictions!
Check out our 2025 predictions for B2B CMOs and CSOs! Discover the groundbreaking shifts in AI, product-led growth, buying groups, and digital sales headed your way.
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.
Navigate 2025 With Our Predictions Insights
Our predictions may not be a crystal ball, but they offer a clear view of what’s ahead. Visit our 2025 Predictions hub featuring guides, blogs, and webinars to give B2B, B2C, and technology leaders a competitive edge in 2025.
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 […]
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.
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