Forrester’s Essential Research For 2024 B2B Marketing Budget Benchmarks

B2B marketing budgets are often set from prior year plans with adjustments for growth objectives and expected marketing contributions. To escape the inertia of this approach, B2B marketers should leverage external budget benchmarks. By comparing their budgets against peers, marketers are better able to calibrate investment in marketing as a percentage of revenue; determine how to allocate proportionally to programs, personnel, and technology; and decide how to organize budgets centrally versus regionally or in business units. Marketers should also leverage a best practice hierarchy for allocations. This report compiles recent research to help marketing leaders calibrate their investments.