Data Overview Report

The State Of B2B Brand And Communications Agency Investments, 2024

B2B Companies Continue Broad Increases In Agency Investments

August 2nd, 2024
Karen Tran, Principal Analyst
Karen Tran Principal Analyst
Ian Bruce, VP, Principal Analyst
Ian Bruce VP, Principal Analyst
With contributors:
Matthew Selheimer , Shannon Colford , Kate Pierpont

Agency partnerships play a crucial role in resourcing and enhancing brand and communications initiatives. In Forrester’s 2024 B2B Brand And Communications Survey, we asked CMOs, brand, and marketing leaders about their agency investment plans over the next year. The results show that B2B companies plan to increase investments with agencies across a broad range of initiatives but are prioritizing areas that support a digital-first strategy. In this report, we highlight the agency budget changes B2B companies anticipate — both overall and in key program areas — for brand and communications.

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