Forrester’s Marketing Survey, 2025, uncovers key challenges and opportunities for European B2B marketers striving for customer obsession and growth. From regional dynamics to global market volatility, shifting buyer behaviors, and technology disruption, leaders face mounting pressure to adapt and innovate. Despite optimism from B2B decision-makers who plan to increase marketing spend in the next 12 months, transformation is essential — particularly in optimizing partner ecosystems as critical revenue drivers. This report empowers European leaders to align strategies, embrace AI, and navigate complexity to drive innovation, enhance collaboration, and achieve sustainable growth in 2025.