Planning Guide Report

Budget Planning Guide 2025: B2B Marketing Executives

Synergy Will Be Critical To Stretching Budgets

August 1st, 2024
John Arnold, Principal Analyst
John Arnold Principal Analyst
Matthew Selheimer, VP, Research Director
Matthew Selheimer VP, Research Director
With contributors:
Srividya Sridharan , Ian Bruce , Maria Chien , Kathy Contreras , Craig Moore , Subhendu Pattnaik , Rani Salehi , Christina Schmitt , Hannibal Scipio , Aidan Doyle , Kate Pierpont

Summary

B2B marketing budgets are stagnating (after accounting for inflation). Achieving growth objectives in 2025 will require B2B marketing executives to increase their ROI through collective strategies, collaboration, cross-functional partnerships, and teamwork. In this budget planning guide for 2025, we share our advice for the most important investment, divestment, and experimentation options B2B marketing executives should consider to navigate their organizations through this challenging environment and drive growth.

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