Trends Report

Growing B2B Organizations Have These Six Marketing Priorities In Order

April 22nd, 2024
John Arnold, Principal Analyst
John Arnold Principal Analyst
With contributors:
Steven Casey , Emily Wen , Arianne Burnette

Summary

Today’s business climate is as competitive and challenging as ever, so frontline marketing leaders must help their organizations focus on the marketing priorities that will overcome these challenges and drive sustainable growth. Forrester’s Marketing Survey, 2024 (B2B), revealed that growing organizations face many of the same challenges as those with no growth, but they order their priorities differently. In this report, we highlight critical frontline marketing priorities and recommend actions based on a comparison of growing and no-growth organizations in six key areas: overall focus, prioritization, process optimization, technology budget allocation, AI usage, and marketing performance evaluation.

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