Summary
B2B marketers are pulling back on agency investments for brand and communications — and many report gaps between agency performance and their selection criteria. These relationships are being tested further by macroeconomic volatility and the rise of the in-house “agency” accelerated by the advancements in AI. In Forrester’s 2025 B2B Brand And Communications Survey, we asked CMOs and leaders of brand and marketing at large companies about their agency partnerships, expected investment plans, and other preferences. In this report, we examine the changes B2B marketing leaders expect for agency budgets, satisfaction with agencies, and preferred pricing models.
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