In 2025, B2B marketing leaders are navigating a complex landscape shaped by economic uncertainty, rising performance expectations, and the rapid evolution of AI. According to Forrester’s 2025 B2B Brand And Communications Survey, agency partnerships remain nearly universal among large companies, but the nature of those relationships is shifting. Many marketers are under pressure to deliver more with less, and that’s prompting a closer look at where agency support truly adds value.

Agency Investments Expected To Slow As AI And In-Housing Take Hold

As AI capabilities mature, more companies are shifting work in-house — particularly in areas like digital production and content creation. This move isn’t just about cost savings; it’s about speed, control, and efficiency. The result is an expected slowdown in agency investment momentum, with marketers reevaluating which agency services are essential.

  • Expectations for digital marketing and content creation investment are cooling. The percentage of marketers expecting increases in agency investment for digital marketing fell 14 points year-over-year, while the percentage of those expecting increases in agency investment for content creation dropped 10 points. At the same time, the percentage of marketers expecting investment decreases in both categories rose by 8 points.
  • Brand strategy is also under pressure. The percentage of marketers expecting agency investment increases for brand development and management are down 11 points, indicating more companies are likely pulling this work in-house to gain control and reduce costs.

Satisfaction Gaps Undermine Agency Value

Even as agencies remain essential partners, many are falling short of expectations. Forrester’s survey reveals significant gaps between what marketers value and what agencies deliver:

  • Communication is the biggest disconnect. While 80% of marketing leaders say clear communication is critical, only 55% are satisfied — a significant 25-point gap.
  • Value supersedes price, but still disappoints. Seventy percent of respondents prioritize value over cost, yet just 53% feel they’re getting it.
  • Specialized skills are lacking. A 15-point gap between importance and satisfaction suggests agencies are struggling to keep pace with evolving B2B needs.

B2B marketers are under pressure, and they’re responding by expecting to tighten their agency budgets, shift work in-house, and demand more from their partners. Agencies that want to stay relevant must adapt quickly and demonstrate not just efficiency, but also strategic value that can’t be replicated internally.

Forrester clients can explore the full data in our report, The State Of B2B Brand And Communications Agency Investments And Preferences, 2025. View additional research by Karen Tran or schedule a guidance session today.