2025 presents a swath of challenges and opportunities for B2B marketers because buying behavior is shifting significantly. B2B marketing executives want to adapt to changing buyers, but limited resources risk taking too much focus from near-term sourced and influenced pipeline and revenue goals. An aligned strategy and process improvements will be required to succeed in this environment. This data overview presents our findings on challenges and priorities from Forrester’s Marketing Survey, 2025 (B2B), to aid B2B marketing executives in forging the best path to growth in 2025 and planning for 2026.