Data Overview Report

B2B Brand And Communications Budgets Show Surprising Resilience In An Uncertain Economy

Leaders Prioritize Program Budget Investments With Selective Headcount Increases

August 14th, 2023
Karen Tran, Principal Analyst
Karen Tran Principal Analyst
Ian Bruce, VP, Principal Analyst
Ian Bruce VP, Principal Analyst
With contributors:
Matthew Selheimer , Shannon Colford , Kate Pierpont

In Forrester’s 2023 B2B Brand And Communications Survey, we asked CMOs, brand, and marketing leaders their plans for program budgets and headcount for the year. The data suggests that, even with economic headwinds, B2B companies are keeping their faith in brand and committing to selective budget increases, even though the rate of increase has decelerated year-over-year (YOY). Consistent with survey results from previous years, the highest budget investment growth areas are website/digital and creative services and content creation.

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