Trends Report

B2B Companies Commit To Brand Investments Despite Economic Uncertainty

High-Growth Companies Lead Budget Increases For Marketing And Brand

June 9th, 2023
With contributors:
Matthew Selheimer , Ashutosh Sharma , Ian Bruce , Barbie Mattie , Shannon Colford , Kate Pierpont


Economic volatility has historically caused B2B companies to pause or decrease investments across the business, especially in marketing and brand programs. Forrester’s research shows that companies are behaving differently than they did in the past and investing in brand despite economic unknowns. After the COVID-19 pandemic, companies realized brand budget cuts negatively affected marketing and sales funnels, employee sentiment, partner ecosystems, and board perceptions. When well executed, brand efforts have a compounding effect and deliver value in many ways. Businesses that do not invest in brand risk declining growth.

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