Why This Guide Matters
This isn’t about cutting costs — it’s about creating a smarter, adaptive budget plan. It reveals strategies for doubling down on innovation and divesting from legacy spending that no longer adds value. Learn how investing in influencer programs can ignite buyer networks and drive engagement, while reinvesting smartly to ensure your brand stands out to both buyers and AI. It’s not cost-cutting; it’s future-proofing.
What’s Inside?
Forrester’s proprietary 2026 data based on unbiased research to help you:
- Benchmark your spending: Discover why 83% of B2B marketing decision-makers are expecting marketing investments to rise over the next 12 months.
- Prioritize target markets: Learn how to place the right bets in a volatile business and economic climate.
- Navigate new buying dynamics: Discover how to reimagine revenue processes and influencer programs to succeed with today’s sophisticated buying networks.
New For 2026! Get The Guide + FREE Companion Workbook
Together, our guide + companion workbook ease your 2026 planning with fresh budget recommendations, supporting data, and actionable templates to guide your next steps — assess, prioritize, and implement your plan for measurable results.
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Webinar
2026 Budget Planning: Prioritize AI, Adapt To Buyers, And Thrive In Chaos
Learn how to optimize budgets, prioritize resilient markets, adapt to evolving buyer behaviors, and leverage AI for growth. Don’t miss our data-backed budget strategies to thrive in uncertainty.