Trends Report

Forrester Infographic: B2B Budgets Bank On Programs And Tech

May 2nd, 2019
Meredith Cain, null
Meredith Cain
With contributors:
Caroline Robertson , Jacob Basseches , Kara Hartig


Large B2B companies spend, on average, about 7% of annual revenues on marketing programs, technology, market research, and data services. As proportionately more of the marketing budget shifts away from headcount and toward program and technology investment, success results from greater ability to automate program execution, demonstrate the ROI of tactical choices, and scale personalized customer experiences. B2B marketers should use this infographic to understand how their budget choices can better support their firm's top business objectives.

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