B2B Companies Recalibrate Brand Investments Post-COVID-19

January 3rd, 2023

With contributors:

Srividya Sridharan , Rani Salehi , Shannon Colford , Kate Pierpont

In Forrester’s 2022 B2B Brand And Communications Survey, we asked B2B CMOs and brand leaders about changes in budget, headcount, and agency investments. The results show that as the COVID-19 pandemic fades and organizations begin to grapple with a global economic slowdown, B2B brand and communications leaders are recalibrating their investments. Although overall investments are decelerating year over year, many organizations continue to increase budget and headcount in strategic areas including website and digital programs, content and creative services, social media, corporate events, and brand management.

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