Data Snapshot

Most B2B Marketers Plan To Increase Engagement Program Budgets, But Campaign Approaches Vary

Customer Journey Map Usage Still Lags In Germany

May 4th, 2023
Christina Schmitt, Principal Analyst
Christina Schmitt Principal Analyst
With contributors:
Paul Ferron , Julia Swerdlow , Rachel Birrell

To capitalize on the untapped potential of their existing customer base via retention, cross-selling, and upselling, 66% of B2B marketing decision-makers globally plan to increase their budget for engagement programs in 2023. Approaches to engagement campaigns differ regionally: Only 56% of German B2B marketing decision-makers use customer journeys and maps to guide their customer and marketing strategy, versus 71% of their global peers. To optimize the customer experience and customer lifecycle as well as drive deep customer loyalty, B2B marketers at German organizations must catch up with their global peers and implement this methodology as standard.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($395).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.