Data Snapshot

B2B Marketers Plan To Increase Program Budgets In 2023, Especially For Programs To Engage Customers

May 1st, 2023
Christina Schmitt, Principal Analyst
Christina Schmitt Principal Analyst
With contributors:
Paul Ferron , Julia Swerdlow , Rachel Birrell

B2B marketers usually allocate their program budget to a mix of four program types: reputation, demand, engagement, and enablement. In 2023, 62% of B2B marketing decision-makers globally plan to increase their overall marketing budget spend on programs, versus 56% in Europe. Engagement programs are important: Two-thirds of B2B marketing decision-makers both globally and in the EU say that they plan to increase their budget in 2023. Global marketers take a holistic view of their campaign strategy. They’re likely to increase budget for demand and enablement programs, to support revenue with lead generation, and to optimize campaign implementation by enabling relevant stakeholders.

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