Data Overview Report

B2B Brand And Communications Programs Budget And Personnel Changes, 2024

Marketing Leaders Continue To Pursue A Digital-First Strategy

August 2nd, 2024
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 2024 B2B Brand And Communications Survey, we asked CMOs and brand and marketing leaders their planned changes for brand and communications programs and headcount. Nearly all program categories show planned increases year-over-year with the highest growth in website/digital and creative services and content creation. Corporate events ranked high for both planned increases and decreases, while corporate advertising led planned budget decreases for both programs and headcount. Marketing leaders should use this report to gain insights on program and headcount budget changes for brand and communications.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.